BSc (Hons)
Business and Data Analytics
Degree Programme

Core courses

• BUSM 4101 Introduction to Business Management and Marketing

  This module provides a foundational understanding of how businesses operate and effectively reach their target markets. Students will explore core management principles and marketing strategies, gaining insights into how organizations create value and build profitable customer relationships.

• ACCT 4101 Managerial Accounting

  This Managerial Accounting course is designed to develop knowledge and understanding of key management accounting techniques that support effective planning, controlling, and monitoring performance in various business contexts. It provides financial and non-financial information to aid management decision-making, covering cost classification, budgeting, variance analysis, and performance measurement. By the end of the course, students will be equipped to use management accounting tools to support strategic objectives and enhance organisational performance.

• MATH 4101 Probability and Statistics

  This course in probability and statistics includes theoretical and applied approaches primarily designed for business, data science, social science and psychology majors. Coverage includes descriptive statistics, elementary probability theory, random variables and expectations, discrete distributions (Binomial and Poisson), continuous distribution (Normal), sampling distributions, estimation and hypothesis testing about the mean and proportions of up to two populations, Chi-square tests, One-way ANOVA and F distribution, linear, multiple and non-linear regression and non-parametric methods. SPSS lab sessions apply concepts to business, data science, social science and psychology. All practical work uses SPSS.

Complete Academic Literacies required course

• LIBA 4301 Academic Research and Writing (Required)

  This course is designed to develop students’ critical research and writing skills to be effective in the academic and professional world. It focuses on principles of good scholarship and academic practice required throughout university study and in a future professional work environment. Upon completion, students will confidently use available resources to produce well-researched writing that demonstrates critical engagement with a self-selected research topic.

Choose one Arts/Humanities course from the following:

• ADPR 4101 Introduction to Advertising, PR, and Media

  This course explores fundamental concepts, principles and tools in advertising and public relations in relation to the broader media industries and professional contexts. It traces the history and evolution of advertising and PR and their interconnections, investigates political, economic, social and cultural contexts, identifies key persuasive and creative techniques in practice, and addresses contemporary issues and ethical debates.

• COMM 4103 Introduction to Intercultural Communication

  Reflecting the University’s mission of unity in diversity, this course provides theoretical and practical understanding of the role communication plays within and between cultures to build cohesion and/or create division. It develops awareness of complex cultural identities and introduces theories underlying the study of International Communication, with applications via case studies, simulations, and project work.

• COMM 4102 Introduction to Content Creation

  This practical course introduces key aspects of contemporary media production through creation of podcasts, a short film, and a photographic essay. It focuses on photography, audio and video recording and editing using industry-standard hardware and software. Students learn practical skills to demonstrate creativity across visual and sonic media, review the history of these media with contemporary professional examples, and use strategies such as media skills audits to plan practical work.

• LANG 4101 Korean Language and Culture 1

  Introductory Korean language and culture with emphasis on oral communication in everyday situations and contemporary South Korean society. Covers Hangul and character construction, pronunciation, vocabulary, and essential speech patterns, and explores contemporary Korean popular culture to build awareness of how culture relates to language.

Complete Social/Behavioural Sciences required course

• ECON 4101 Introduction to Economics and Finance (Required)

  This module introduces economic and financial concepts and their application to understanding the world, external factors influencing businesses, and financial aspects significant in business contexts. It begins with economic thought and development and expands to modern economic and financial issues firms face. It provides a solid foundation in the basic ideas and applications of economics and finance.

Complete Data/Numeracy required course

• MATH 4103 Calculus with Applications (Required)

  This course provides a sound understanding of calculus concepts and applications to business, data science and scientific courses. Emphasis is on limits as a key pillar of calculus. Topics include coordinate geometry of straight lines, quadratic curves, exponential and logarithmic functions; elementary differentiation and integration of real-valued, exponential, logarithmic and trigonometric functions; applications to maxima, minima and optimisation; multivariable calculus with partial derivatives, optimisation of functions of two variables, constrained optimisation with Lagrange multipliers; double integrals and applications; and modelling with first-order ordinary differential equations.

Complete Science required course

• COMP 4101 Introduction to Programming (Required)

  This course provides the fundamentals of object-oriented programming, including variables, objects, classes, assignment and control through statements, loops, functions, procedures, interaction between objects and inheritance. It may introduce specialist topics such as programming for mobile applications.

Core courses

• BUSM 5104 Legal and Ethical Aspects in Business

  Focuses on the legal framework of business with legal liability as a core concept. Topics include business setup and conflict resolution; contractual, tort and criminal liabilities; corporate law including directors, shareholders and company resolutions; developments in technology law such as data protection and digital law; and sustainability, governance and triple bottom line reporting with SDGs 3, 5 and 16 embedded.

• BUSM 5103 International Trade and Investment

  Provides a practical understanding of international business via trade, licensing and investment. Explores frameworks and practices underpinning global movement of goods, services and capital. Examines how firms operate internationally, expand, invest and finance while managing risks and opportunities.

• MATH 5104 Linear Algebra and Multivariable Calculus

  Covers set theory, systems of linear equations, vectors and vector spaces, matrices, determinants and characteristic polynomials, linear transformations, canonical forms and invariants, eigenvectors and eigenvalues, LU factorisation, diagonalisation, orthogonality, least squares, inner-product spaces and applications. Includes multivariable calculus topics such as solving systems of linear ODEs using matrix methods, with applications across physical and social sciences.

• DATA 5102 Data Analysis and Visualisation

  Equips students with fundamentals of data analysis and visualisation and an exploration of big data. Emphasis on Tableau for visualisation, with introductions to Python and R for processing and analysis. Covers management and processing of big data and associated challenges. Students learn descriptive, diagnostic, predictive and prescriptive analytics to create meaningful insights from diverse datasets.

Complete required Research Methods course

• BUSM 5301 Research Methods and Skills for Business and Enterprise (Required)

  Overviews research in business, economics, finance and marketing. Topics include research philosophies, critical literature review, research design and quantitative and qualitative data collection and analysis. Prepares students for Senior Projects.

Choose one Service-Learning course from:

• LIBA 5301 Service Learning: Global Citizenship and Migration

  Applies service-learning to theoretical, political and sociological conceptions of citizenship and their limitations. Students work on live projects with charities, NGOs or non-profits and critically reflect on roles as community agents and citizens. Builds professional, entrepreneurial and personal skills with JEDI approaches embedded.

• LIBA 5302 Service Learning: Leadership in a Globalised World

  Applies service-learning to global challenges and leadership for positive change. Students address real-world issues through live projects, learn to lead diverse teams, and build skills for stakeholder engagement, underpinned by JEDI approaches.

• LIBA 5303 Service Learning: Sustainability and Society

  Applies service-learning to citizenship concepts and limitations. Students work on live projects with charities, NGOs or non-profits, reflect critically on roles in communities, and build professional and personal skills with JEDI approaches embedded.

• LIBA 5304 Service Learning: Digital Collaboration

  Applies service-learning to production of digital work engaging organisations and communities. Identifies opportunities for innovation and employment via digital skills. Students deliver live projects, reflect critically, and build stakeholder engagement skills with JEDI approaches embedded.

Plus two Level 5 electives from across the curriculum. These can be selected to support a minor outside your subject discipline.

Core courses

• MATH 6102 Machine Learning and Predictive Analytics

  Provides in-depth understanding of ML and Predictive Analytics, covering supervised and unsupervised learning, deep learning and ensemble methods. Emphasises theory and practical implementation on real-world datasets. Students build and evaluate predictive models and apply them in fields such as finance, healthcare and technology.

• BUSM 6104 Leadership and People Management

  Critically explores leadership in managing people and talent. Covers contemporary leadership theories, attraction, development, motivation and retention of talent. Emphasises diversity and inclusion, ethical leadership and social responsibility with case studies and discussions for application in dynamic business environments.

• BUSM 6102 Project Management Skills and Methods

  Overviews programme management principles, processes and techniques. Develops skills to manage complex programmes across contexts. Explores contemporary project management methods, strategic alignment with organisational objectives, stakeholder engagement, risk management and benefits realisation, and selecting appropriate methodologies for diverse scenarios.

• BUSM 6110 Senior Project

  Culminating independent enquiry and research project related to the degree major. May test a hypothesis, investigate an issue or develop a real-world case study using quantitative and/or qualitative approaches, including primary research with ethical approval. Supervised with scheduled meetings, refreshers, peer-coaching and presentations. Builds practical insights into relevant industries and employment fields.

Plus either

• BUSM 6401 Business Internship

  Supervised work placement providing experience in the business sector. Develops intellectual, professional and personal skills for culturally diverse environments and supports career goal formation. Internship Office and faculty supervisor ensure a successful placement, with work supervisor input co-creating aspects of the course. Embeds UN SDGs 12, 9 and 16.

Or two of the following Major Options:

• ENTR 6101 Business Creativity

  Develops practical and creative skills for envisioning and identifying business opportunities. Explores approaches such as questioning, noticing, systematic search, conceptual combination, analogical reasoning and user perspective taking, with active learning via case studies, simulations and ideation exercises.

• MARK 6103 Creative Marketing Strategies

  Practical exploration of marketing planning and strategy. Students create, implement and evaluate marketing plans through case studies, simulations and a student-led project.

• MARK 6101 Digital Marketing and Social Media

  Provides theory, skills, tools and technologies for 360 digital marketing campaigns. Covers SEO, social media, email marketing, data analytics, planning, objectives, campaign design and evaluation, plus trends such as influencer marketing and the use of AI, AR and VR, with attention to responsible and sustainable marketing.

• ENTR 6102 Entrepreneurship: Skills and Methods

  Critically examines key entrepreneurial methodologies and frameworks at the intersection of mindset, processes and technology, including Lean Startup, Business Model Canvas, Design Thinking and Disciplined Entrepreneurship, with case studies and practical exercises.

• FASH 6102 Fashion and Luxury Brand Management

  Covers principles and practices for creating and managing fashion and luxury brands. Topics include brand positioning, consumer behaviour, marketing strategies, global marketplace challenges and opportunities, sustainability, technological innovations and emerging business models, with case studies and strategy development.

• BUSM 6103 Sustainable Strategic Management

  Builds on strategic management models with focus on sustainability and ESG values. Covers strategic analysis, planning and implementation for the firm’s internal operations and external environment, embedding ESG and triple bottom line principles in future planning.

• FASH 6101 Ethical and Sustainable Fashion

  Examines ethical considerations in the fashion industry from fibre production to fast fashion globalisation. Addresses consumer demand for ethical products and stakeholder sustainability needs, and the transformation of production and consumption through ethical sourcing.

• MARK 6102 Integrated Marketing Communications

  Covers integrated marketing communications across traditional and digital channels, including advertising, OOH, PR, sponsorship, events, social media, SEO/SEM, websites, email, experiential, influencers and AR. Draws on theory, tools, campaigns and contemporary brand examples.

Plus one elective of your choice, which may support a minor.