BA (Hons) Business and Management and Media Communications

Program Overview

The BA (Hons) Business and Management and Media Communications program at Bath Spa University is a three-year, full-time course providing a stimulating and vocationally focused learning experience. It is structured to progressively build foundational knowledge in both business and media communications in the first year, explore the core concepts and practices of each discipline in the second, and culminate in specialized studies at the intersection of business and media, along with an interdisciplinary project in the final year. Students benefit from interactive lectures, engaging seminars incorporating media and business case studies, practical workshops utilizing digital media tools and software, and collaborative group work on real-world scenarios. A key element involves understanding how strategic communication and media strategies can drive business success and shape organizational reputation. The program fosters a creative, analytical, and digitally fluent atmosphere, encouraging students to develop their expertise in both fields and their ability to effectively integrate business and media communication strategies.

Curriculum: The curriculum for the BA (Hons) Business and Management and Media Communications program is designed to provide a comprehensive understanding of core business principles alongside key media and communication theories and practices. Core business modules typically cover areas such as management, marketing, and organizational behavior. Media Communications modules delve into topics such as digital media production, public relations principles, advertising strategies, journalism ethics and practice, media theory, and communication studies. As students progress, the curriculum increasingly focuses on the intersection of these two fields, exploring areas such as digital marketing and social media management, corporate communications, brand storytelling, media planning and buying, and the impact of media on consumer behavior and business strategy. The program emphasizes the development of strategic communication skills, digital media literacy, analytical thinking, and creative content creation. Students will engage in case study analysis from both business and media contexts, apply theoretical frameworks to real-world scenarios, and undertake interdisciplinary projects that require them to integrate knowledge from both fields, such as developing integrated marketing communication plans or analyzing the impact of social media on brand reputation. The final year often includes advanced topics at the intersection of business and media and a significant interdisciplinary research project or media production.

Research Focus: The BA (Hons) Business and Management and Media Communications program at Bath Spa University benefits from a research-informed learning environment within both the School of Business and Management and the School of Media, Culture and Creative Industries. Faculty members in both disciplines are actively engaged in research related to areas such as digital marketing, social media strategy, corporate communications, media effects, consumer behavior, and brand management. This research informs the curriculum, ensuring that students are exposed to current academic debates, theoretical frameworks, and industry trends in both business and media communications. Students are encouraged to develop their own research interests at the intersection of these fields through assignments and their final year interdisciplinary project, fostering critical inquiry and analytical skills relevant to understanding the complex relationship between business and media.

Industry Engagement: Bath Spa University's BA (Hons) Business and Management and Media Communications program places a strong emphasis on connecting students with relevant industries. The program may facilitate guest lectures by professionals working in marketing agencies, public relations firms, digital media companies, and corporate communication departments. Workshops on digital media production, social media management, and PR techniques may also be organized. Students often have opportunities for internships or placements with businesses that have strong media and communication functions, or with media agencies, providing valuable hands-on experience and industry connections. The curriculum often incorporates real-world case studies and projects that involve analyzing and developing communication strategies for existing businesses or organizations.

Global Perspective: The BA (Hons) Business and Management and Media Communications program at Bath Spa University incorporates a global perspective by examining international marketing and communication strategies, cross-cultural media consumption, and the impact of globalization on business and media landscapes. The curriculum may include case studies of international marketing campaigns, analyses of global media trends, and discussions on the challenges and opportunities of communicating across different cultural contexts. The university's diverse international student body contributes to a global learning environment, fostering discussions and collaborations across different cultural perspectives on business and media. Furthermore, the program may touch upon topics such as international advertising regulations, global media ethics, and the role of media in shaping international business relations, preparing graduates to understand and navigate the complex global landscape at the intersection of business and media.