Business and Management (Marketing)

  • Award: MA, PGDip
  • School: Bath Business School
  • Fees and Finance Information
  • Course length: MA full-time three trimesters (one calendar year); MA part-time 32 months; PGDip full-time two trimesters; PGDip part-time four trimesters
  • Campus: Newton Park
  • Course Handbook (PDF)

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How to Apply

Welcome to the MA Business and Management in Marketing Pathway. This exciting course is specifically designed to help you to develop your knowledge and understanding of business and management with specialist knowledge of the applications of marketing and marketing management to the world of business and commerce. You will be able to implement this effectively across a wide range of complex business-based scenarios and in the international context.

Other specialist pathways:


Why study Business and Management (Marketing)?

You will engage in the advanced study of marketing and marketing management for a diverse range of organisations and the rapidly changing environments in which they operate both nationally and internationally. You will enhance both your academic research skills and the practical marketing skills that you will need in order to manage complex marketing functions in a rigorous, pragmatic and innovative manner.

*This course and pathway has been approved and accredited by The Chartered Institute of Marketing to provide qualification entry onto The CIM’s Professional Diploma in Marketing.

Course structure

The Master’s degree is offered in a modular format offering participants the greatest choice in tailoring their final degree content to match their academic interest and future career development.

Participants take a mix of taught modules in the first two trimesters (120 credits) and complete a dissertation/consultancy project (15,000 words) in the third trimester (60 credits). To achieve the MA you will need to complete 180 credits in total.

For those whose previous undergraduate study has been in an unrelated discipline, the programme will provide you with the skills and knowledge that you will need to gain a broad understanding of the complexities associated within modern day organisations and their effective management. It will prepare you to feel confident and assured in your own capacity to analyse complex issues and situations and to be able to manage yourself and the organisation through them in a positive and effective manner.

The specialist pathway in Marketing will enable you to deepen current knowledge and understanding of business and management from the marketing perspective.


Trimester 1 (60 credits)
By the end of the first trimester you will have developed a core of knowledge about the contemporary business environment and the management skills through the core modules (30 credits).

Compulsory Module

Management in Practice (30 credits)
This module provides a springboard to management topics which are studied throughout the Masters in Business and Management. Completing this module will develop knowledge of management in a range of business contexts. The module is mindful and covers aspects for students wishing to own their business or develop their career through self-employment.

International Business and Management (30 credits)
This module is an advanced learning of international business management in the context of the dynamic, comprehensive and complex nature of this topic. The module provides a critical understanding of the topics that are relevant to international business and management theories and practices. This module aims to develop student’s analytical skills of the essential principles of international business and management especially those relating to the initial stages of involvement in international business. It examines the decisions that have to be taken by international managers from an integrated functional perspective, against the dynamic global environment in which those decisions are made.

Trimester 2 (60 credits)
All students take four half-modules. Students within Marketing pathway take two compulsory half-modules and each half-module forming a key component of the discipline of Marketing. Students can then choose two further optional half-modules from other disciplines, designed to enable them to tailor their degree whilst demonstrating the broadening of their knowledge and understanding from an interdisciplinary perspective.

Compulsory module

Marketing Management (15 credits)
The purpose of this module is to provide an understanding of the importance of the marketing concept within any organisation. The module outlines both the philosophical underpinning supporting contemporary marketing theory and its application in different organisational contexts.

Marketing Communications (15 credits)
This module explores the key issues and challenges in contemporary marketing communications. It covers strategic issues of brand strategy, planning, and channel integration as well as the tactical considerations needed to execute relevant and appropriate marketing communications campaigns that meet the needs of key identified audiences.

Elective module

Entrepreneurship (15 credits)
This module explores the contribution of entrepreneurship and of individual entrepreneurs to future organisational growth and sustainability. It defines the different role of the entrepreneur in different organisational contexts – small, medium and international, and identifies the necessary requirements associated with the creation and management of an entrepreneurial culture.

Managing People (15 credits)
Whatever your specialism, managers increasingly need to be managers of people, lead teams and undertake many aspects of human resource management. It is also increasingly being recognised that organisational performance can be enhanced and competitive advantage gained through the strategic management and development of people.

Strategy and Governance (15 credits)
This module focuses on strategy and its importance to any organisation if it is to be able to grow and sustain itself within the contemporary global competitive environment. The module identifies the key concept of organisational purpose linked to both normative and technique based strategic tools and applies these in a variety of different organisational contexts.

Financial and Management Accounting (15 credits)
The ability to effectively interpret financial information and to make informed decisions or allocate resources based on that information is a key competence for managers in any organisation, regardless of its size or sector. This module will focus on financial management including financial planning, control and how businesses make decisions and evaluate the relative benefits of alternative project proposals

Financial Management for International Business (15 credits)
The purpose of this module is to develop the understanding of Financial & Management Accounting in both UK and International businesses. The module will focus on the understanding and preparation of Financial Statements under International Accounting Standards. This will also explore the nature of costs and techniques used to analyse and control costs in a competitive environment.


Trimester 3

Dissertation/Consultancy Project (60 credits)
After successfully completing trimester 1 and 2, Master’s students choose to work on a dissertation or a consultancy project (15,000 words). This is supported by a nominated supervisor. The module and embedded research methods workshops commences with a series of taught interventions designed to promote scholarly endeavour in the research context, which results in the formulation of clearly articulated research proposal outlining your research questions and the framing of the detailed work to be undertaken.

The Dissertation is expected to be a scholarly work (that is, based on sound academic principles) that makes a contribution to a field of knowledge. It enables you to demonstrate your ability to use learning derived from your studies to resolve a problem, answer a question or prove/disprove a hypothesis related to business, markets, or organisations.

The Consultancy Project is expected to be a competently structured and professionally implemented investigation into a real-world issue being faced by a real-life organisation and will combine a sound base of investigative theory with a pragmatic and practical application to the practitioner environment. It enables you to demonstrate your ability to use learning derived from your past studies to confront and resolve a management problem or issue.

Marketing Pathway students must choose a marketing related subject.

Course assessment

A variety of assessment methods are utilised, including:

  • Individual report
  • Individual presentation
  • Group project work
  • Group presentation
  • Examination

Assignments are designed to integrate theoretical concepts with practical application.

Your tutors offer you access to a wide range of academic and practical expertise in business and management with the specialist knowledge of marketing and marketing management. Many of them maintain deep practical experience gained in business and management engagement across the commercial, public and the non-profit sectors. These tutors are committed to delivering the highest quality teaching and learning and the application of that learning to deliver effective practice in the workplace.


Teaching methods

  • Lectures
  • Seminar discussions, group-work, presentations
  • Case studies and problem based learning
  • Role plays
  • Management exercises
  • Field research
  • Internet searches


Learning Outcomes

By the time you complete the course, you will be able to:

  • Understand the major marketing and marketing management  functions – understand the principles of strategic marketing; critically analyse the relevance of traditional marketing mix; critically evaluate the importance of relationship, services and social marketing and their practical applications; critically evaluate and apply the principles of consumer and organisational communications; rigorously interpret the various influences and different decision making processes consumers go through in making buying decisions; pragmatically evaluate the key components of service, service measurements and service delivery; critically appraise how to enhance customer experience.
  • Develop skills and techniques - in gathering, analysing and evaluating marketing information: planning, applying concepts and models to the solution of marketing, marketing management and marketing communication problems; critically analyse and evaluate the marketing performance of an organisation; making decisions; communicating and working in teams; thinking effectively and in flexibly managing your own work and that of others.
  • Evaluate and challenge both the positive and negative effects of a range of business and management practices and be able to make judgements about their value and implications.
  • Apply your learning in a variety of business contexts ranging from the experience of large multinational organisations to sole party ownership; through different industry and sector specific experience; and through analysis of enterprise at different stages of development - self-employment, start-up and small business.



  • Business and Management Team
  • Virtual Learning Environment (VLE) – Minerva
  • Visiting speakers
  • Library and online library resources

Application method

This programme offers two entries in a year. One starts in October and the other one starts in February.

Application forms are available online and should be completed and returned to us either electronically or through the post. If you have any queries please contact the admissions department:

Telephone: (01225) 875624.

If your academic and/or English language qualifications are below the required level for this course, you can apply for our on-campus Pre-Masters programme.

International students should visit our international pages for more information about our entry requirements, fees and scholarships, and student support.

Course enquiries

For all enquiries about the course please contact Course Director, Mark Coombs.

Telephone: +44 (0)1225 875501


Entry requirements

Applications from a variety of backgrounds are welcomed. Normally a good honours degree in any academic discipline or a relevant professional qualification. Applicants who do not meet the academic entry standard, but who have relevant work experience, will be considered on their individual merits by the Course Director. Previous experience and learning can be taken into consideration.

Career opportunities

The MA Business and Management programme is designed to prepare participants for a wide range of careers in general management across all industry sectors. It will prepare you for entry level into management and ready you for progression to middle management positions. The advanced learning that it provides delivers practical management based skills and techniques that are directly applicable to a wide range of occupations. The content of the programme is directly applicable to those who wish to work in business start-up, small and medium size business management and multi-national corporates.

Study within the specialist Marketing pathway allows for further concentration of skills and techniques in helping you to develop transferrable intellectual vocational and interpersonal skills appropriate for careers in marketing communication, marketing management and marketing consultancy, etc. 

The content of the programme is also directly applicable those participants who wish to work in a self-employed capacity in the creative and performing arts sectors.

What students say...

"I thoroughly enjoyed the MA Business and Management course because it enabled me to put theory into practise and link theories to real life scenarios.  Modules of particular interest were Service and Relationship Management, Marketing Management and Marketing Communications. The course moulds you into an independent academic by providing you with plenty of free time to conduct your own research whilst being able to contact your lecturers if you need the support".

Alex Peter, graduated in 2012, previous supervisor at White Stuff Ltd.

"I choose the course because I wanted to increase my academic expertise further in a business related field. I felt that the course content was very practically applicable to real business scenarios at a strategic level and offered a good range of business topics within the modules. I found it particularly impressive that the course lecturers have significant industry experience, are genuinely interested in their students’ success and were exceptionally supportive. Additionally, having the option to conduct the research project as a consultancy piece was an attractive option from an employability angle after graduating. I believe that having a post graduate qualification increased my employability prospects. I would highly recommend the course to anyone looking to further their academic business knowledge. Whether from a business related background or looking to change their specialism, the course is equally beneficial. Just be prepared for the intensity of course, as modules are run over short periods. You do need to be organised to manage the workload but this also means the course content is very varied and interesting and topics stay fresh".

Harriet Formby, 2013 Graduate, Finance Trainee at FDWORKS (

'I enjoyed my time and experience at Bath Spa University. I decided to study the MA business and Management course to improve my knowledge and understanding of business practice. Having previously studied at a different university in a different subject I was impressed with the structure of the course and found the advice from the tutors helpful during the research dissertation project. I would thoroughly recommend this course whether or not you have a background in business management. In my personal experience I grew in confidence as a result of the course because for me it was a subject I had not previously studied. I acquired new knowledge and understanding of commercial awareness from the various modules I chose. The course is intensive and requires an amount of commitment and organisation, which is especially important during the research/consultancy project. However the university provides an excellent and tranquil environment in which to study.'

James Macdonald, 2013 Graduate, Business Development intern at Sally Narrowboats