The programme offered in Bucharest is not accredited by the Hellenic Authority for Higher Education.
Turn Creativity into Strategy. Make Brands Matter.
In today’s competitive and connected world, marketing is the driving force behind successful businesses, inspiring innovation and shaping customer experiences. This dynamic programme is designed for future marketers who want to combine strategic thinking with creative flair.
You’ll explore the full spectrum of modern marketing—from market research and consumer behaviour to branding, digital communication, sales, and global strategy. Through hands-on projects, case studies, and industry engagement, you’ll build a strong foundation in both analytical and creative skills, learning how to turn insights into impactful marketing campaigns.
Our curriculum emphasises data-driven decision-making and innovative problem-solving, preparing you to thrive in diverse and fast-changing business environments. Whether your passion lies in tech, fashion, finance, tourism, or the non-profit sector, marketing expertise is a valuable asset across all industries.
The programme is offered in collaboration with the Romanian-American University (RAU), our partner institution in Romania. More information
Where can I attend this programme?
This programme is available in Thessaloniki (Greece), Sofia (Bulgaria) and Bucharest (Romania).
Important information for candidates interested in studying in Bucharest.
Graduates of the BA (Hons) in Business Studies (Marketing) receive a degree from the University of York, awarded directly by the British university, as well as a degree from Romanian-American University (RAU) provided they meet RAU’s academic requirements.
Consulting real clients on real business challenges
In their final year, students work directly with real business clients who present them with actual organisational challenges. Acting as junior consultants, students apply their knowledge to analyse the problem, develop strategic solutions, and present actionable recommendations. This immersive experience enhances critical thinking, client communication, and professional readiness while offering a meaningful contribution to the client’s business.
Principles of Microeconomics
Quantitative Methods for Business and Finance
Principles of Management
IT for Management
Principles of Accounting
Development of Early Career Skills
Academic English Skills
Principles of Macroeconomics
Principles of Marketing
Introduction to Business Law
Principles of Business Statistics
European Union
Marketing Management Strategies
Decision Making with IT
Consumer Behaviour
Management Accounting
Current Issues in Business Law
Case Studies in Digital Transformation
Financial Management
Financial Institutions and Markets
Corporate Sustainability
Organisational Behaviour
Operations Management
International Political Economy
Personal Selling and Sales Management
Retail Marketing
Managing Innovation
Managing Service Quality
Integrated Marketing Communications
Relationship Marketing and Customer Relationship Management
Practicum
Entrepreneurship and Small Business
Marketing Research
International Business Strategy
The programme aims to:
Ready to join? Explore the entry requirements and follow our application process to apply for this programme.
Applicants must satisfy the entry requirements of both universities.
Graduates of the BA in Business Studies (Marketing) programme will have the ideal basis to pursue a variety of careers paths in the business sector. However, they will be more suited to work in marketing or brand management either in an in-house marketing team within an organisation or within a specialist marketing agency.
The Career, Employability, and Enterprise Centre is dedicated to helping students define and achieve their career aspirations. Offering expert guidance on CVs, cover letters, and job interviews, the Centre ensures students are well-prepared for the job market. Through initiatives like the Annual Career Days, we connect students with potential employers, providing valuable opportunities to build professional networks and gain hands-on experience.
This module instructs students in all aspects of academic communication including Academic writing, reading, speaking and listening as well as offering opportunities for vocabulary enrichment and lexical and structural improvement specific to academic communication. The module also provides space for students to consider how technology is used in the academic communication process. Using a variety of different teaching and learning methods students will be given the opportunity to practice and improve their overall use of academic English so that by the end of the module they are proficient in the specifics of academic discourse appropriate to their field of study. This module acts as a support mechanism to the linguistic demands expected of students in their core subjects i.e. Computer Science. The module seeks to improve overall language use through the examination of contemporary issues that relate to the role of the individual in contemporary society, as well as those pertinent to the student’s own field of study.
The module explores the importance of skills required in the business environment. This module is mostly skills-based and aims at developing early career skills. Job interviews, preparation of a CV, team work, preparing an agenda, running an effective meeting and presentation skills are developed throughout the semester. The role of technology in communication is also in the centre of the module. The communication process will be analysed and emphasis is given to listening and the non-verbal elements of our interactions with other people. The module places special emphasis on the social context of business and explores communication among and within groups as well as considering communicational codes and messages.
This module aims to teach students basic information technology (IT) skills while it helps them consider how information technology (IT) tools are used in business. Students will be presented with the appropriate tools for advanced creation and editing of text and web documents, on-line collaboration, time management, creation of effective presentations and construction of basic web sites. The module equips students with essential technological knowledge and skills relevant to the business environment. The module empowers students on developing fundamental skills in the field of computing. It focuses on helping students understand how IT can be strategically utilised to enhance organisational efficiency, and contribute to overall business success.
The aim of accounting is to provide information about the operations of a business such as what they own, what they owe, whether or not it earned a profit and how cash flowed in and out of the business.
In the business context, accounting may be viewed as an information system that measures, processes and communicates information, primarily financial in nature, about a business entity for the purpose of making business decisions. This information is not only important to business management, but it is also meaningful to business owners, creditors, unions, government authorities, investors, etc. An important aspect is to explore the techniques for presenting a company’s financial position, earnings and performance.
In the twenty-first century, individuals working in organizations must develop effective management skills to navigate increasing global competition. These skills are essential for organizations to differentiate themselves, maintain a competitive advantage, and achieve long-term success. This course provides students with a comprehensive introduction to foundational concepts, theories, and practices central to effective business management. It explores core functions such as planning, organising, leading, and controlling, with a focus on applying these functions to real-world business challenges. The module emphasises the importance of organizational structure and design, illustrating how different structures can affect managerial decision-making and overall performance. Additionally, it highlights the human side of management, examining key motivational theories and the complexities of various leadership styles. In a business landscape increasingly shaped by ethical concerns and the rise of AI, students will also be equipped with the tools to address ethical dilemmas and comprehend the social responsibilities inherent in management roles.
This module aims to introduce students to the fundamentals of Microeconomics and provide a solid base with respect to economic thinking and economic analysis. Students will acquire an in-depth knowledge of the market’s operation, the factors of production and the behaviour and decisions of households and firms. More specifically, a thorough analysis of the main economic issues will be offered, focusing on scarcity, opportunity costs and production possibilities, comparative advantage, supply and demand, market equilibrium, costs and revenues, product pricing and outputs, market efficiency and the role of the government. Through the material covered students will acquire the basic economic knowledge that will support future decisions on economic issues and will enhance their skills with respect to the application, analysis, synthesis and evaluation of various microeconomic phenomena.
This introductory module provides an understanding of the basic mathematical methods required for the study of business and finance related problems. The module satisfies the mathematics competency requirements for a first stage student in business.
The course consists of a critical presentation of the creation, the content and the future of the E.U. It introduces key developments, institutions and policies. All the critical points are discussed from a political, historical and economic point of view. Specific attention will be given to the challenges faced by the European Union, the rise of populism in Europe, the energy crisis, the EU external relations with the Western Balkans, the East European partnership, and the war in Ukraine.
This module is designed to provide students with an understanding of law and its relationship with business. After an overview of the historical, political and sociological background of law we will study sources of law, the structure of law, legal systems and the development of European and international law in a multijurisdictional world. A particular emphasis will be put on the relationship of law and business through the study of contracts and of company law.
This introductory module provides an understanding of the basic statistical methods required for the study of business related problems. The module introduces students to the assumptions, concepts and techniques used by statisticians to make decisions. This module focuses on descriptive statistics, probabilities and probability distributions, inferential statistics and regression analysis.
This module aims to introduce students to Macroeconomics by providing a detailed analysis of the essential macroeconomic principles and core macroeconomic theories. Students will be able to formulate valid economic policy suggestions based on the most important macroeconomic models, through the use of scientific tools. The material covered will facilitate students in acquiring the basic macroeconomic knowledge that will support future decisions on economic issues and will enhance their skills with respect to the application, analysis, synthesis and evaluation of the various macroeconomic phenomena.
Marketing is the business activity that identifies developing and changing marketing needs, designates market segments. The company can appeal to effectively, develops products and services that satisfy needs of target customers, prices, promotes and uses the most appropriate channels to make these products and services available.
Marketing activities apparently have not changed. The environment though where marketing is practised has changed considerably in the past two decades. Fierce competition, very short product life cycles, global markets, internet and its applications create a very challenging environment for today’s enterprises where marketing has become indispensable. This module provides a good understanding of all the main concepts of marketing in the contemporary environment.
The rate and magnitude of the changes underway are already affecting our world in profound ways. Innovations in mobile technology, the Internet of Things, are reshaping consumer behaviour and business trends. They’re affecting people’s work and social relationships. Organisations that are looking to the future have acknowledged this and are trying to adapt to stay relevant and drive growth. Companies, governments, and non-profits all have the power to accomplish good things with the advances in robotics, artificial intelligence, and The Internet of things. Digital transformation is all about figuring that out.
This module deals with several of the transformations that have arisen in contemporary organisations as a result of the implementation and utilisation of information systems. A selection of case studies to explore, familiarise and identify the challenges/opportunities that have arisen in contemporary organisations. The new types of jobs & organisational structures in the digitalised enterprise; Digital Consumption; e-commerce, e-Healthcare, big data, digital security, privacy and ethics.
The aim of this module is to enable students to critically analyse real-world case studies of Digital Transformation, identify key challenges and opportunities, and propose strategic solutions. Students will be able to acquire valuable insights into how organisations have successfully navigated the challenges and opportunities presented by technology adoption.
Consumer buyer behaviour patterns are complex and rapidly evolving, because consumers are human beings that their actions are irrational, emotional and difficult to predict. The module sheds light to consumer behaviour by examining the internal and external environmental factors that affect the consumer decision-making process. Finally, the module equips students by exposing them to theoretical tools that will enable them to comprehend consumer consumption patterns so as to devise appropriate marketing strategies that will respect consumer requirements.
This module is designed to provide students with an understanding of current issues in business law. It aims at providing specific and useful legal knowledge to business students. Emphasis is put on the evolution of the legal framework in a global business world and on specific issues of European law (competition law, DMA and DSA). Topics include dispute settlements, intellectual property, and the regulation of international trade.
Information Technology (IT) is in a constant state of evolutionary change. Changes in strategy, business processes and rules require changes in hardware, software, databases, and telecommunications.
Managers and business organizations invest in information technology and systems because they provide real economic value to the business. Before businesses can reap the benefits of such change, managers need to be able to exploit IT to make better operational, tactical and strategic decisions.
Management information system (MIS) helps managers to make planning and take decisions on certain situations. A decision-making process is a systematic approach to making choices and selecting courses of action based on a set of criteria and available information. The purpose of MIS is to extract data from varied sources and derive insights that drive business growth (e.g. educational information system, bank information system, railway information system, etc).
Understanding the type of decision-making required in a given situation can help individuals or organizations allocate resources, time, and effort more effectively to make the best possible decision.
Financial management is concerned with the duties of the financial manager in the business firm. Therefore the primary objective of the module is to rigorously elaborate on theoretical as well as practical aspects of the major decision areas of financial management, such as fund raising and investing. As most of the advances in financial management are based on the interaction between decision making and capital market behaviour, this module will therefore focus on capital market theory as well.
Management accounting serves the multiple information needs of managers. It consists of accounting tools and techniques for gathering and reporting financial, production, and distribution data to meet management’s information needs.
In light of the constantly changing conditions in the local and global business environment, managers need to obtain information about these changes, interpret it and use it in their planning and decision-making in order for their business to remain competitive.
In today’s world it sometimes seems that change is the only constant. Managers of both profit and non-profit oriented organisations face an environment characterised by: rapidly changing technology; competition that is increasingly multinational in scope. These changes have important implications for marketing decisions in an organisation. This module provides the concepts, tools, and decision making approaches that perspective marketing managers need, to carry out their specialised roles and responsibilities. Furthermore, the specific module deals with innovative techniques in marketing and the current trends in corporate marketing management.
This module explores the different dimensions of corporate sustainability and how social and environmental goals are as important as economic and financial goals for business. The module focuses on social and environmental performance and how they can lead to better economic and financial results, to competitive advantage and to stakeholders’ satisfaction. Through case studies the module explores how business deals with social and environmental challenges and how this translates into business strategies.
This module provides an introduction to the structure and operations of the different financial institutions and markets currently existing within the evolving financial system.
It explores the functions performed by a financial system, the structure and classification of the financial institutions and markets, the various instruments traded on the markets, the role of the Central Bank, the need for financial regulation and the causes/effects of financial crises. Special emphasis is given to the various financial innovations that characterise the modern financial system.
This module is an introduction to International Political Economy. It is part of learning about and understanding of the external political environment of business. It reviews the links between Politics, Economics and Society both at the domestic and the external sphere and it looks at the rise of non-state actors in the international environment, including Multinational Corporations, Non-governmental Organizations, illegal groups etc. Key themes in contemporary International Political Economy are explored, such as the nature of Globalization and its effect on the state, the globalizing world economy, poverty, terrorism, gender and race.
Operations Management (OM) is concerned with creating the products and services upon which we all depend. Creating products and services is the very reason for any organization’s existence, whether that organization is large or small, manufacturing or service, for-profit or not-for-profit. Operations management is also at the center of so many of the changes affecting the business world – changes in customer preference, changes in supply networks brought about by internet-based technologies, and changes in the extent of environmental responsibility that we expect from companies. Promoting the creativity which will allow organizations to respond to so many changes is becoming the prime task of operations managers.
This module provides a comprehensive exploration of individual, group, and structural behaviour within organisations. It systematically examines how human behaviour, as well as the integration of artificial intelligence (AI), shapes organisational outcomes, including performance, employee satisfaction, and overall success. Recognised as a cornerstone of management science, the study of organisational behaviour (OB) is indispensable for modern companies and public institutions alike, directly affecting their effectiveness, efficiency and adaptability. Furthermore, these concepts assume even greater importance during periods of crisis, such as the recent pandemic, where a nuanced understanding of behavioural dynamics is essential for navigating challenges, fostering resilience, and ensuring sustained organizational performance.
The module addresses theories and fundamental concepts of marketing communications. The module integrates the marketing communication tools of advertising, sales promotion, corporate public relations, sales and trade promotions, sponsorships and digital communications. Emphasis will be given to the process of effective IMC strategy, planning, technology, implementation and key ethical considerations.
Innovation is both a survival and a growth imperative. Innovation depends on a complex set of variables reflecting individual, group, organizational, and contextual factors, Innovation is just as important to established organizations as it is to start-up organizations that are typically referred to as innovative.
Yet, as organizations get more established, they often lose their edge, finding their very existence to be threatened by their inability to generate and sustain innovation. The module will draw on various theoretical foundations and business cases to develop an understanding of the factors that lead to successful innovation.
It will focus on the need for a strategic direction for innovation and how this is planned. It will examine the roles played by organizational processes, structures, systems, culture, and leadership in facilitating or hindering the innovativeness and innovation output of individuals, groups, or organizations. Part of this is becoming informed about wider framework conditions and trends that have a bearing on business innovation.
In the last two decades the importance of the service sector in economy has increased rapidly worldwide. Service organisations range in size from huge international corporations such as financial institutions, airlines, and hotel chains, to a vast array of locally owned and operated small businesses such as restaurants, leisure centres, theme parks and numerous business-to-business organisations. Service organisations differ in some aspects from manufacturing organisations, requiring a distinctive approach to planning and implementing marketing strategy. This module will cover the main issues that are unique in the marketing of service organisations.
Sales Management is one of the most important elements for the success of modern organisations. Not only is a sale the most expensive component of the marketing mix for most companies, but also is the firm’s most direct link to the customer. Therefore, managing the sales force is one of the most crucial executive responsibilities. Personal selling and, consequently, sales management are undergoing dramatic changes. These changes are being driven by several behavioural, technological, and managerial forces that are dramatically and irrevocably altering the way salespeople understand, prepare for, and accomplish their objectives. Salespeople, and those who manage them, realise that these changes affect every aspect of sales management from the way the sales department is structured to the selection, training, motivation, and compensation of individual salespeople.
This module provides a thorough examination of the retail industry and develops a specific retail-marketing framework to address the challenges of this dynamic industry. The power and influence of many major retailers now greatly exceeds that of their supplier (national brand). This change has intensified the need for a rigorous and systematic approach to retail marketing. The focus is upon the functions and challenges of retail marketing management like very large product assortment, complexities and risks of selecting new locations and constant and direct interface with customers.
Being an entrepreneur involves recognising opportunities, mobilising the human resources and acquiring the physical resources, building financially sustainable and scalable business models that create value for the shareholders, the market and society. A significant part of this involves promptly identifying emerging trends and disruptions and/or identifying latent customer needs and problems. This necessitates breaking away from the ‘blinders of dominant logic’ which can stifle openness and receptivity to new ideas, practices and business models.
The module provides a practical, yet rigorous understanding of the process of business planning that leads to the successful creation of new ventures.
Given, the high failure rates of start-ups the module particularly focuses on the challenges that entrepreneurs encounter at the various stages of the entrepreneurial process, but also explores a framework for reducing the risks of total failure and loss. The students will be challenged to think creatively and critically about potential solutions to problems or satisfying unmet needs by coming up with innovative products /services and business models that aim at delivering economic and/ or social value.
International business strategy is a challenging area highlighting not only the positioning of an enterprise in the local market, but also in the national and international arena. Being aware of the competitive and comparative advantage is not enough. Flexibility, adaptability and strategic plan can assure strategic goals. Mergers and acquisitions as well as strategic alliances are only some examples of business strategies. Their success depends not only on internal factors but also on economic, political, legal, technological and cultural conditions. The role of corporate culture is pivotal pertaining to the success of many business strategies.
International business strategy is a module that critically sheds light to corporate strategies related to growth, innovation, management, diversification, and the crucial role of “timing”. Successfully attending this module will upgrade your critical thinking skills while it will also enrich your skills to critically analyze the whole enterprise, to recognize potential goals and to create alternative strategies that will address these goals.
Companies need to make informed decisions based on solid information and data support. A cornerstone of such processes is marketing research whereby we seek to understand and uncover a variety of consumer-oriented questions facing organizations. This module seeks to provide a theoretical and practical analysis of marketing research and its critical role in the marketing decision-making process. The module addresses each of the elements in modern marketing research, with an emphasis on the critical analysis of making decisions regarding the different methodologies and data collection techniques.
Business Practicums are supervised action learning projects designed to provide students with an opportunity to manage a project for an organisation (“participating company-client”). They aim to successfully bridge academic knowledge and the development of professional skills and employability. They are team-based and delivered over a semester requiring students to devote an average of 200 hours in total (depending on the nature of the project). The student work is complemented by weekly teaching/mentoring sessions with project supervisors. The precise nature of the project can vary enormously depending on both the nature and the needs of the organisation. Participating companies can be large corporations or small local businesses and NGOs – charities and public benefit organisations. The common denominator is a genuine need for help with a problem or appreciation of the added value of some independent research beyond the resources or capabilities of the participating company. This may be a general management problem, a marketing issue, a financial issue or any other company-specific challenges.
This module focuses on Relationship Marketing (RM) and Customer Relationship Management (CRM) as a major strategic business function. RM & CRM is shifting managerial attention from product value to customer value by acquiring, developing and growing relationships with customers that lead to customer retention and profitability. The relationships established with all interested parties are hard to be appropriated by competition. Blending people, technology and processes CRM attempts to understand and analyse marketing processes by nurturing relationships with all interested parties encountering different and changing market challenges. This module will address both organizational customers (B2B) and consumers (B2C).
There is a general agreement among organisations that CRM might be commercially necessary but is by no means straightforward. Organisations that invest heavily in CRM initiatives experience a high failure rate. The advantages and the pitfalls of CRM strategy initiatives as well as their implementation will be considered into depth in this course. The climax of this course will be a completion of a condensed CRM strategic plan.
Welcome to the undergraduate programme in Business Studies at The University of York Europe Campus. Built on academic rigor and global relevance, our programme fosters critical thinking, ethical awareness, analytical competence, and professional readiness, ensuring students develop expertise aligned with their career goals. Through interactive learning, real-world projects, and international perspectives, our graduates stand out in the global job market and postgraduate study. Join a vibrant academic community where you will be challenged, inspired, and empowered to lead with confidence and purpose.
