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BA Business and Marketing

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Course Overview

The BA (Hons) Business and Marketing (BABM) course delivered at CUB at TKH Egypt, provides an opportunity for students to develop advanced knowledge and understanding of business and marketing, as categorised by the Bachelor’s Degree in Business and Management benchmark, UK Quality Assurance Agency for Higher Education (QAA, 2019). This course equips students with a broad range of business knowledge together
with a focus on marketing enabling them to be effective marketers in public, private or voluntary organisations. The course has the principles and practices of marketing at its core, but also provides students with the broader knowledge and skills of business management and leadership that contribute to success for market-led organisations.

Main Study Themes


We will cover a wide range of topics from business management to entrepreneurship, HRM, supply chain and managing organisational change.


You will be able to choose options such as brand and corporate communications, which will teach you how to determine and analyse business problems and devise actions for success.


We will study concepts such as consumer behaviour, marketing research and strategy, as well as specialist options like digital marketing, global marketing and services and retail marketing.

Field Research

You will be expected to learn how to conduct both primary and secondary research and put your skills into practice by undertaking an independent and in-depth study of a marketing or business topic of your choice. This will form the basis of your final-year dissertation.

Course Information

The study of marketing is grounded in understanding customer needs, the environment that a company is operating within, the competitors and their offerings and then developing the most appropriate marketing mix to satisfy customer needs profitably. By integrating the two disciplines of business and marketing, we aim to provide a solid foundation of business knowledge with a clear marketing focus.

There will be opportunities to develop your expertise in key areas that underpin business and marketing, such as consumer behaviour, financial management for business, digital business and responsible business strategy. As the course develops, you will be able to tailor your studies by choosing from the optional modules available which may suit your interests or career aspirations.

One of the major attractions of studying business and marketing is the broad range of practical and transferrable skills you can develop – creative, analytical, inter-personal and communications. For example, the ‘Marketing Management’ module will give hands-on experience of developing marketing plans and strategy, whilst the ‘Digital Business’ module focuses on responsible decision making and the range of tools and techniques that are used to support this.

  • Introduction to Business Management
  • Fundamentals of Economics
  • Foundation Academic English 1 for Business
  • Foundation Academic English 2 for Business
  • Fundamentals of Accounting and Finance
  • Introduction to Marketing
  • Foundations of Management
  • Organisational Behaviour
  • Marketing, Digital and Social Media
  • Business Decision Making Using Data Analysis
  • Entrepreneurial Ideation
  • Entrepreneurial Thinking
  • Designing a Research Proposal
  • Integrated Marketing Communications
  • Consumer Behaviour
  • Marketing Insight
  • Value Through Innovation
  • Business and Business Marketing
  • Work Placement*

*If a student undertakes a work placement, this module will be mandatory

  • Project
  • Corporate Marketing Strategy
  • Corporate Identity, Communication and Reputation
  • Big Data***
  • Sustainable Marketing***
  • Social Media and Influencer Marketing***
  • Global Marketing***
  • PR and Event Marketing***
  • Strategic International HRM***

***Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global
Marketing, PR and Event Marketing and Strategic International HRM.

We regularly review our course content to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

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