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BSc Business and Management (Data Analytics & Digital Business)

At a glance

  • A practically orientated degree, preparing you for a wide range of career destinations within the business and broader corporate world
  • Focus your degree with topics such as Business Application Development and Managing Information Systems
  • Taught by both academics and industry practitioners in a variety of learning environments, including small group seminars
Subject area(s)
Business & Management
Start Date
September 2024
3 years (4 years with a placement year/study abroad)
Programme Director
Markos Kyritsis 75n7l9phu
Dr Markos Kyritsis


Digital business and data analytics are increasingly important topics in business as technology continues to grow. On the BSc Business and Management (Data Analytics & Digital Business) pathway, you will develop the skills needed to develop and implement technology and data-driven solutions for business.

In the first year you will study core modules introducing you to topics such as Markets, Marketing and Management, Management Debates and Developing Professional Excellence as well as Data Analytics. This will give you a firm grounding of knowledge which can be applied to current business problems.

In your second year you will build upon the fundamentals of business and explore more comprehensive areas of data analysis and digital business such as Management for Information Systems, Machine Learning, and Business Application Development.

In the third year you will have the option to apply for a one-year paid work placement. Placements are a great opportunity to enhance your CV, further develop your skills and apply your knowledge in a real work environment.

In your final year you will explore areas of Digital Business at a more advanced level. You will have the opportunity to choose from a wide of range of optional modules, allowing you to tailor your degree towards your own interests and career goals.

Our BSc Business and Management pathways have been designed to allow you to focus your degree even further and tailor it to your specific interests. Here is a guide to help you understand them.

In year one of your studies you will focus on gaining core knowledge of Business and Management. The content of the first year will be the same for all pathways as well as the general BSc Business and Management degree. At the end of year one you will be able to transfer to a pathway of your choice or continue general programme. You are not tied to a specific pathway at this point.

Year of study % weight of modules
Year 1 100% compulsory modules (all pathways)

In year two you will gain a more in-depth understanding of Business and Management. You will now start to focus your degree further with modules that are specific to the pathway of your choice. Some pathways give you the opportunity to start to tailor your degree with optional modules. At the end of the second year, you will not be able to choose a different pathway again, although you will have the opportunity to transfer back to the general programme.

Year of study % weight of modules
Year 2 50% compulsory modules (all pathways)
50% mix of further compulsory and/or optional modules (pathway dependent)

Between your second and final year you will have the option to do a work placement or study abroad year. Opting for the year can be beneficial for your career prospects and considerably enhance your CV, setting you on the right path for a successful career.

Year of study
Work Placement/Study Abroad (Optional)

In your final year you will consolidate your knowledge, preparing you to enter the world of work. You will have more flexibility with optional modules, with compulsory modules still relevant to the pathway you have chosen.

Year of study % weight of modules
Final year 100% mix of optional and compulsory modules (pathway dependent)

Part 1

Compulsory modules Credits

This module introduces students to key ideas and debates that pertain to the study of business and management. It exposes students to the intellectual foundations on which many well-known management frameworks are built. In doing so it requires students to consider business decisions from different disciplinary perspectives including economics, psychology, history and law, and to recognise the value of these competing viewpoints.

Academic authors
Mads Wedellsborg 75j2ijxxk
Mads Wedell-Wedellsborg
Dr peter miskell 397 3 Peter Miskell1 75e5pfi5i
Professor Peter Miskell
40 Credits

The aim of this module is to provide students with a foundation in business and management practices and theories. These provide the necessary context when students specialise in their later studies.

The module will introduce students to the competitive environment, markets, strategy, marketing, operations, organisational behaviour and entrepreneurship. While students will learn the core concepts which underpin these areas, they will also gain an understanding of the inter-relationships between them.

While there is a strong emphasis on key theories and frameworks, students will be required to apply them to current business cases which will help them as they start their careers in whatever industry they choose.

Academic authors
A Hull DR 1 75n9b6sin
Dr Andrew Hull
20 Credits

The aim of this module is to provide students with a foundation in how businesses use accounting information. It will introduce students to management accounting and financial accounting, and it will provide the necessary foundation in accounting to allow them to specialise in their later studies

Academic authors
Sian Weatherburn
20 Credits

Acquiring, managing, and analysing data is an important business activity that allows organisations to make strategic use of their data assets.

Analysing historical data can give companies insight on how to optimise a wide range of functions related to accounting and management. Furthermore, constructing predictive models can facilitate the process of classifying future events and making informed data-driven decisions. This introductory module aims to expose students to key concepts in data analytics by introducing two stages of data analytics (a) descriptive analytics and (b) predictive analytics, as well as visualisation techniques for qualitatively summarising data.

Academic authors
Markos Kyritsis 75n7l9phu
Dr Markos Kyritsis
Nicolo Biagi
Dr Nico Biagi
20 Credits

The module focuses on developing students’ understanding of the graduate and placement recruitment process from the perspective of the recruiter and the organisations. For that purpose, the module draws on the skills and learning from the first two terms to provide students with an experience of the recruitment process, beginning to end.

The module will enable the students to use their learning so far to appreciate the economics of recruitment, the context of different organisations (businesses and sectors), the different talent management strategies and needs, the rationale for employing specific process and procedures, and what are the next steps in developing a successful, high-performing and engaged workforce.

The module is designed to be delivered in the summer of part 1. The lectures and seminars run ahead of placements and internships applications. Therefore, it equips the students to make better choices and improved applications, strengthening their success rate of obtaining placements, internship and future jobs upon graduation.

Academic authors
Can Ererdi Photo
Dr Can Ererdi
Olena Khlystova Updated Photo
Dr Olena Khlystova
20 Credits

Part 2

Compulsory modules Credits

Data-driven processes are becoming increasingly popular amongst organisations; quickly replacing qualitative assessments that were, until recently, based on experience and tacit knowledge. Machine learning is widely used in industry and business applications to provide recommendations, make predictions, or extract knowledge. A good understanding of machine learning has, therefore, become a fundamental skill for anyone looking to work with organisation that plan to make strategic use of their data. In this module students will be introduced to key concepts related to machine learning and will become adept at managing and analysing data. Furthermore, students will gain experience with building predictive models that can lead to data-driven solutions. The workshops will provide students with the opportunity to develop programming skills using a state-of-the-art tool with Python programming language.

The aim of this course is to provide students with the skills and knowledge required to manage and analyse data, towards developing state of the art predictive models that lead to data-driven business solutions.

To satisfy this general aim, students will acquire key knowledge and skills in:

  1. Python Coding
  2. Machine Learning Theoretical Concepts
  3. Accessing, storing, and handling univariate and multivariate data
  4. Machine Learning Applications
  5. Machine Learning Classification and Prediction
  6. Natural Language Processing
  7. Image Processing and Analytics
Academic authors
Giannis Haralabopoulos
Dr Giannis Haralabopoulos

This module considers management of business focused Information Systems (IS), and introduces you to the interplay of management, organisational and information technology IS dimensions.

It covers enterprise applications, and allows students to appreciate the symbiotic relationship between company information infrastructures and business capability. This module is delivered at both Beijing Institute of Technology (Autumn) and University of Reading (Spring).

This course introduces students to the fundamentals that underline the design, implementation, control, evaluation, and strategic use of information systems in business. After introducing conceptual foundations underlying information systems, the course considers, from a business perspective, categories of information systems and their purpose in modern business. Although the course considers some information technology issues, the course aims to deliver a socio-technical perspective of information management from a management perspective.

Academic authors
Dr stephen gulliver 397 3 Stephen Gulliver 75e5pfi5j
Dr Stephen R Gulliver
20 [10 ECTA credits]
20 Credits
20 Credits
Students are expected to draw on knowledge and experience gained during the course, and to apply it to a contemporary management problem or issue related to social purpose of the business and 17 UN Sustainable Development Goals. The practical actions are developed in conjunction with specific organisations and address a topic relevant to Principles for Responsible Management Education’ (PRME). PRME is a United Nations-supported initiative founded in 2007 in support of the Sustainable Development Goals and is governed by the UN and the business school accreditation bodies. Henley Business School is an advanced signatory to PRME.
Academic authors
Irina Heim Staff Photo 75no28pfc
Dr Irina Heim
20 Credits

Part 3

Compulsory modules Credits
This module is specifically aimed at giving students a comprehensive view on personal leadership development and how to plan their own leadership skills strategy. The students will be expected to examine the concepts, theories, and evidence needed to develop their understanding and competencies associated with leadership development and explore different approaches for leadership development planning and action. This includes developing self-awareness, contextual awareness and how to design a learning agenda.
Academic authors
Tatiana Rowson Staff Photo
Dr Tatiana Rowson
Linghe Lei Updated Photo
Dr Linghe Lei

Information systems are the means by which people and organisations, utilising technologies, gather, process, store, use and disseminate information. Digital business makes effective use of information systems to enable organisations to create value throughout the value chain.

This module covers key concepts, theories, techniques, and issues towards an e-enterprise. It emphasises the importance of aligning business and IT strategies through an understanding of the structure and function of information processed by IT systems from both business and technical perspectives.

Academic authors
Dr keiichi nakata 397 3 Keiichi Nakata 75e5pfi5h
Professor Keiichi Nakata
20 [10 ECTS credits]

Projects have become an important mode of organising work in many organisations and industries in response to the need to develop and deliver complex one-off goods and services and to manage change initiatives.

This module is designed to provide the theoretical and practical grounding for those working in and leading projects. The assignment includes project-based group activities to develop critical understanding of tools and techniques in practice.

Academic authors
Nigel Spinks 75e5pfiiz
Nigel Spinks
20 [10 ECTS credits]

This module develops the students’ ability to address complex business problems involving the use of technology and formulate recommendations. As a part of the module students will have the opportunity of working closely with a group of peers to apply technology advisory practices for a contemporary business case. They will be developing business and academic skills in a number of different areas relevant to advisory practices.

The aim of this course is to enable students to gain an understanding of engagement in technology advisory projects. Students will gain experience in carrying out this role. It offers the opportunity to devise, and take part in, a project team operating within a business context through simulated and/or real client engagement.

Academic authors
N Silburn 2023
Dr Nicholas Silburn
20 [10 ECTS credits]

You will also choose 40 credits of optional modules in Part 3.

Example modules include (please note that all modules are subject to change):

Optional modules Credits

Cross cultural marketing is essential given the profound impact that globalisation has had on both companies and consumers. This module follows on from Marketing Essentials (MM218) and introduces students to cross-cultural marketing based on the recognition of diversity in different markets of the world and local and global consumers, and local and global marketing practices due to cultural influences. This module has a group project and an examination. The group project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM3105 in a creative and challenging team task to address a cross-cultural marketing issue and provide suggestions. Guidance for this task will be provided through the term. Similarly, the group project will enable students to prepare for the exam. The lectures explore and discuss theories and marketing practices related to cross-cultural marketing.

Academic authors
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Melisa Mete

This module provides an introduction to the variety of strategic issues confronting managers of multinational enterprises (MNEs), both within the firm and in the global marketplace.

Strategy and International Business helps students understand the classic components of a strategy and international business. It examines the factors that influence the development and the competitive positioning of multinational enterprises (MNEs). This requires an understanding of both the external international business environment and the internal nature of the firm, its strategy, structure and financial management. A firm’s strategy provides the context within which managers decid e what to do, and what not to do, with respect to resource allocation, market selection and organizational development.

Academic authors
Quyen Nguyen 75e5pfimu
Dr Quyen Nguyen
20 [10 ECTS credits]

There is growing recognition of the role business and market-based solutions can play in tackling complex ‘wicked’ global sustainable development challenges, including reducing poverty, protecting vulnerable ecosystems, and facing up to global climate change. Concurrently, barely a day goes by without media reports of corporate misbehaviour and scandal.

This module examines the role of business in society and the importance of Corporate Social Responsibility (CSR).

This module aims to develop students’ awareness and understanding of contemporary debates and practices of and to encourage their reflection on the wider role of business in society and global sustainable development.

Academic authors
Irene Garnelo Gomez Profile Pic Jun18 75iuglcob
Dr Irene Garnelo-Gomez
20 [10 ECTS credits]

This module engages in a detailed analysis of the media industry. Fundamental economic questions are considered, along with the strategic choices facing media organisations. Students are introduced to the key challenges facing firms within the industry, and are invited to consider the role of media organisations in shaping contemporary society.

The module aims to provide students with an enhanced understanding of:

  • What the media industry looks like, and why.
  • The commercial challenges facing media organisations, and how these are addressed.
  • The wider public impact of media organisations, and debates about media and society.
Academic authors
MLP 3791 Marrisa Joseph NEW 75edwqcke
Dr Marrisa Joseph
IMG 0187 75j0w8alk
Dr Anna De Amicis
20 [10 ECTS credits]

This module builds on the concepts and techniques of management accounting introduced in AC107 and AC220 or AC 208. Management accounting may be seen as a way of providing information in three main areas: costing, decision-making, and planning and control.

The emphasis of this module will mainly be on the last two areas (i.e., decision making and planning and control). In reality, however, it is often difficult to separate any one area from the other two. For example, standard costing provides costing information which is then used as a tool for planning and control.

This module aims to further develop students’ critical understanding of the role of management accounting in organisational decision making and control. It seeks to provide students with a critical conceptual and technical understanding of management accounting tools and techniques relating to the provision and use of financial and managerial information in organisational decision-making, planning and control. An emphasis is placed on the strategically focused organisation in the modern business environment.
Academic authors
Ed Tew 1 75nkqlnh6
Dr Ed Tew
20 [10 ECTS credits]

Our undergraduate degrees are taught through a mix of lectures, group projects and interactive classroom lessons. This gives you the opportunity to discuss, explore and then apply the subject content in depth with your lecturers and fellow students.

Through exploring and tackling real-world challenges, you will also be able to develop your critical thinking and problem-solving abilities.

Modules are assessed through written assignments, in-class tests, group presentations and formal examinations. This helps you graduate as a rounded individual and develops your transferable skills, which are highly sought after by leading graduate employers.

Each academic year you will be required to complete a number of compulsory and optional modules, totalling 120 credits. A typical 10 credit module requires a total of 100 hours of study. This includes contact hours with lecturers as well as independent study.

Typical offer

A Level: ABB

International Baccalaureate: 32 points overall

GCSE: Maths and English at grade B (5).


Contextual offer

A Level: BBC

For more information on contextual offers, please visit the University of Reading webpage

Tuition fees for undergraduates at University of Reading are:

  • £9,250 a year, for the full course duration, for UK if you started your undergraduate course in September 2020 onwards*.

*This fee capped for the full duration of your course.

Your fees will be fully covered by a loan from the Student Loan Company, in line with its published repayment terms and conditions.

Government Funding

UK students can get government loans to help towards their living costs, known as ‘maintenance loans’. If you choose to take out both a fees loan and a maintenance loan, these will be rolled together and repaid only after graduation through the tax system, as a proportion of your income. To find out when you will start repaying your student loan, visit the government website for the latest information.

UK/Republic of Ireland fee changes

UK/Republic of Ireland undergraduate tuition fees are regulated by the UK government. These fees are subject to parliamentary approval and any decision on raising the tuition fees cap for new UK students would require the formal approval of both Houses of Parliament before it becomes law.

EU student fees

With effect from 1 August 2021, new EU students will pay international tuition fees. For exceptions, please read the UK government’s guidance for EU students.

The International Undergraduate 2024/25 fee level for this programme is £22,350. There may be financial support available - consult your local British Council/Education Counselling Service.

Please see the University's financial pages for further information on international fees.

You can apply online for all of our courses via the national admissions service, UCAS.

Find out more

Henley Careers

Our aim at Henley Careers is to empower and enable you to leave the Business School confident in being able to progress your career forward successfully.

We are committed to enable you to take a strong career leadership approach to your career planning. We will work with you to help you understand yourself better, as well as truly understand the obstacles and opportunities around you. Research both at Henley and other leading Business Schools shows that people who are self-reliant and usually achieve higher levels of success. We therefore encourage your job search to be driven by you and your needs, but along the way, we provide you with advice and insight regarding your strategy.

You can book a telephone or video appointment with your dedicated Careers Consultant to get support and advice for your career planning or professional development. We also hold numerous events to help you learn about different careers and develop your skills, such as Monday Night Employer Panels, Success Studios and Resilient You.

A work placement offers you an enormous range of benefits – both during your degree and beyond.

On most of our undergraduate courses you can choose to do a 9 to 12-month placement in your third year, before returning to complete your final year at the Business School. This will appear on your degree transcript and offers many of the following benefits:

  • Put your learning into practice
  • Enhance your CV by developing sought-after skills such as time and project management, teamwork, commercial awareness, and communication
  • Build a professional network - a successful work placement can lead to the offer of a permanent role with the same organisation upon graduation
  • Gain a wealth of knowledge, experience and transferable skills to set you on the right path for a successful career
  • Gain insight into the real world of business

How we support you

Our dedicated placement team, who all have a background in industry and graduate recruitment, will provide you with expert advice and guidance – from helping choosing the right Industry Placement through to supporting you while working during your third year.

You will start to consider what kind of work placement you would like to pursue in your first year. Students returning from their work placement will give presentations and share their experiences with you, providing a valuable insight into what you can expect.

You will receive ongoing support during your work placement, with your tutor visiting twice during the year to discuss your experience and performance. You will also develop and agree a training plan with your placement tutor and line manager.

Work placement destinations

Recognising that the majority of our students prefer to remain in and around Reading during their placement year we work with leading graduate employers in the region.

We also encourage and support students who wish to do their placement year in London, or other cities in the UK or abroad.

Study abroad

Most undergraduate students have the opportunity to benefit from our international links and spend time studying overseas. Find out more:

Contact us

If you have any questions regarding Accounting, Business & Management Courses, please contact us by:

Telephone: +44 (0)118 378 5058

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