Business Management and Marketing- BA (Hons)
The undergraduate programme in Business Management and Marketing – BA (Hons)* is a modern and interdisciplinary programme designed to develop graduates with a strong foundation in business management and specialized knowledge in marketing. The programme prepares students to meet the demands of a dynamic and continuously evolving business environment by integrating theoretical knowledge with practical application.
Key benefits of the programme
Integration of core business management principles with specialization in marketing (strategic marketing, brand management, digital marketing)
Development of data analysis skills and data-driven decision-making for business and marketing contexts
Emphasis on experiential learning through case studies, projects, and real business challenges
Keele Business School was named “Higher Education Provider of the Year” at the Midlands Education Awards 2026.
Development of digital skills and familiarity with contemporary marketing and analytics tools
Enhancement of soft skills such as communication, teamwork, critical thinking, and leadership
UNIVERSITY
Keele University
DURATION IN YEARS
4 Years (FT)
Language
English / Greek
Study at Keele Greece
Programme Description
The Business Management and Marketing undergraduate programme provides a comprehensive framework of knowledge in business management, with a particular emphasis on marketing as a core value-creation function for both the organisation and the customer. It covers fundamental areas such as strategy, business operations, and the organisational environment, while offering substantial specialization in marketing, focusing on contemporary fields such as market research, consumer behaviour, digital marketing, branding, and communication strategy.
Special emphasis is placed on understanding how organisations develop competitive advantage through effective marketing strategies. The learning experience is based on a combination of lectures, seminars, and applied activities, with a strong focus on bridging theory and practice in marketing. Students develop the ability to analyse market data, understand consumer needs, and design integrated marketing strategies using modern tools and digital technologies.
At the same time, the programme incorporates contemporary approaches to sustainability, business ethics, and social responsibility, highlighting the role of marketing in shaping responsible and innovative business practices.
MODULES PER YEAR
Year 1 (semester 1)
- Professional Academic Development 1
This module includes: academic writing and assignment structure, searching and evaluating academic literature, proper use of sources and avoidance of plagiarism, study skills and time management, development of personal effectiveness and self-awareness. Emphasis is also placed on reflection, goal-setting, and understanding academic and professional pathways. - Marketing Fundamentals
This module includes: core marketing concepts, consumer behaviour and decision-making processes, market segmentation, targeting and positioning, marketing mix (product, price, place, promotion), introduction to marketing strategy. Practical applications are explored through case studies. - The Business of Organisations (Year-long module)
This module includes: organisational structure and function, business environment (economic, social, technological), fundamental principles of strategy and management, introduction to entrepreneurship and innovation, development of business ideas. The module focuses on understanding the organisation as an integrated system.
Year 1 (semester 2)
- Data, Decisions and Visualisation
This module includes: basic quantitative methods, data analysis and interpretation, data visualisation tools (dashboards), use of data for business decision-making, evaluation of information and drawing conclusions. Emphasis is placed on data-driven decision-making. - Teams, People and Performance
This module includes: organisational behaviour, motivation and leadership, team dynamics and collaboration, communication in organisations, conflict management, team performance and effectiveness. - The Business of Organisations (Year-long module)
This module includes: organisational structure and function, business environment (economic, social, technological), fundamental principles of strategy and management, introduction to entrepreneurship and innovation, development of business ideas. The module focuses on understanding the organisation as an integrated system.
Year 2 (semester 3)
- Marketing Research: Principles, Process and Practice
This module includes: marketing research design, quantitative and qualitative data collection methods, sampling, data analysis, reliability and validity, interpretation of results and application to decision-making. - Contemporary Business Operations
This module includes: production and operations management, supply chain, process design and optimisation, quality management, continuous improvement, sustainability in operations, and innovation.
Year 2 (semester 4)
- Creative Marketing Communication in the Digital Age
This module includes: marketing communication strategy, digital marketing tools, social media, content marketing, online advertising, campaign design, audience targeting and channel selection, effectiveness evaluation. - Professional Academic Development 2
This module includes: professional identity development, skills self-assessment, goal-setting and career planning, teamwork and collaboration, project management, reflection and personal development. - Contemporary Business Ethics Debates (Optional)
This module includes: business ethics, corporate social responsibility (CSR), sustainability and ESG, ethical decision-making, transparency and corporate governance, analysis of ethical dilemmas. - Professional Project 1 (Optional)
This module includes: application of knowledge in simulated business scenarios, problem-solving, decision-making, teamwork, development of professional skills, capability assessment and improvement planning.
Year 3 (semester 5)
- Services Marketing: Design, Delivery and Developments
This module includes: characteristics of services, service design, customer experience, service quality (SERVQUAL), complaint management, customer loyalty, differentiation strategies. - Managing in Multinational Corporation
This module includes: globalization and international environment, international expansion strategies, market entry modes, cross-cultural management, global leadership, institutional and economic factors. - Managing Human Resources (Optional)
This module includes: recruitment and selection, training and development, performance appraisal, rewards, talent management, diversity and employee well-being. - Social Enterprise and Alternative Organizing (Optional)
This module includes: social entrepreneurship, social enterprises, alternative organisational models, sustainable development, social impact, business solutions to social problems.
Year 3 (semester 6)
- Environmental Management Systems
This module includes: environmental management, international standards (e.g., ISO), sustainability, green practices, regulatory compliance, corporate responsibility. - Organisations and the Sustainable Development Goals
This module includes: SDGs, sustainable strategy, CSR and ESG, sustainable innovation, linking business performance with social value.
Year 4 (semester 7)
- Strategic Management
This module includes: strategic analysis (SWOT, PESTEL), competitive environment, strategy formulation and implementation, competitive advantage, strategic innovation, decision-making. - Creative Branding: Creation, Strategy and Management (Optional)
This module includes: brand positioning, brand identity and personality, brand equity, brand communication, branding strategy, creativity and storytelling. - Digital Marketing in Action (Optional)
This module includes: social media marketing, SEO, online advertising, analytics, campaign design, performance evaluation.
Year 4 (semester 8)
- Professional Academic Development 3
This module includes: professional profile development, portfolio creation, career strategy, communication and presentation skills, understanding the labour market. - Project
This module includes: research design, literature review, methodology (quantitative/qualitative), data collection and analysis, academic writing and presentation. - Professional Project 2 (Optional)
This module includes: complex professional projects, strategic thinking, problem-solving, collaboration, professional presentation, integration of theory and practice. - Digital Showcase (Optional)
This module includes: analysis of digital projects, e-commerce and digital platforms, UX and analytics, digital marketing strategy, development of innovative solutions.
Career Prospects
Graduates of the programme may pursue careers as:
Marketing and Communications departments
Business consulting firms
Human Resource departments
Digital marketing agencies
Startups and entrepreneurial ventures
Multinational organisations
Postgraduate Studies
Graduates of the BA (Hons) Business Management and Marketing have the opportunity to pursue postgraduate studies in leading programmes in Greece or abroad.
Admission Requirements
Supporting Documents
• High School Certificate (or other equivalent qualification) with a grade of 12 or higher
• An average grade in the four nationally examined subjects that is equal to or higher than the minimum admission grade. The minimum admission grade is calculated as 80% of the lowest average grade across all examined subjects within the relevant scientific field for the year in which the student sat the exams.
• Letters of recommendation
• Copy of identity card
• Passport photos
• Keele Greece Enrolment Application
The evaluation of the supporting documents is complemented by a personal interview with the candidates.
• Equivalent Level 4 secondary education qualifications, as well as international baccalaureates granting access to universities in the country of graduation, are also accepted.
• For graduates before 2021–2022 or holders of A’ cycle degrees, the criteria of the parent institution apply.
*The programme of study has been submitted to the Hellenic Authority for Higher Education (HAHE) and, subject to approval, is expected to launch in the academic year 2026-2027.