The BA (Hons) Business and Marketing degree at Lincoln is designed to provide students with a firm grasp of the principles of business and marketing. Students are encouraged to explore the theoretical and practical context of business and develop a marketing specialism. Rapid technological advancements are levelling the playing field with regards to marketing, a sector that now recognises innovation and creativity as elements that are just as important as, if not more so than, a large marketing budget. Throughout this degree, students have the opportunity to become familiar with the international business environment, identify marketing opportunities and develop an understanding of how to overcome the challenges of reaching mass and niche audiences. Modules are designed to enable students to gain the tools needed to develop successful strategies and business campaigns. The importance of digital marketing is acknowledged throughout the programme and students have the opportunity to develop digital skills from the first year.