Digital Marketing BA (Hons)


From viral videos to personalised web content, you’ve seen and shared the work of digital marketers. This BA (Hons) Digital Marketing degree course can help you take the next step to join their ranks.

You’ll get a grounding in marketing while developing your digital skills. You’ll harness your creativity and learn to create content that captures an audience, communicates a message as well as understanding how to interpret digital data to drive results for organisations.

This course sets you up for an exciting career in a marketing team. You’ll be ready to work in web, media or service across a number of industries such as retail, finance or tourism.

What you'll experience:

  • Get specialist knowledge of digital media and how to use it to influence, persuade and connect customers and brands across web, social media, and other digital platforms
  • Get to grips with the latest digital marketing and media software in our computer labs
  • Develop the skills to produce content that demands attention and gets viewers clicking
  • Learn from marketeers and digital media professionals who have a proven track record of success across many sectors, including entertainment and the arts industry
  • Have the chance to get additional certification and achieve recognised industry professional qualifications alongside your degree

Work experience and career planning

To give you the best chance of securing a great job when you finish your course, our Careers and Employability service can help you get relevant digital marketing work experience during your course.

We'll help you identify placements, internships, voluntary roles and freelancing opportunities that will complement your studies and build your portfolio.

What you'll study:

Each module on this course is worth a certain number of credits.

In each year, you need to study modules worth a total of 120 credits. For example, 4 modules worth 20 credits and 1 module worth 40 credits.

Year 1Core modulesClose allDigital Content Creation – 20 credits- On this module you'll get an introduction to the value of creative digital content and the processes involved in its creation.

Marketing In Action – 20 credits- On this module you'll further discuss and apply what you've learned from other first year modules to a real scenario, while gaining the knowledge and skill to be a successful student.

Marketing Principles And Practice – 20 credits- This module will introduce you to the discipline of marketing and the main tools and models used in marketing decision making.

Understanding Consumers – 20 credits- This module gives you an introduction to consumer behaviour theory and emphasises the importance of understanding consumers to improve marketing decision making.

Managing People in Organisations (Psychology) – 20 credits

Quantitative Methods And Data Analysis (Marketing/HRM) – 20 credits- On this module you'll develop key graduate skills. These include diagrammatical and numerical communication skills, problem solving and logic skills, and IT/Information skills.

Year 2

Core modules

Digital Marketing – 20 credits- This module introduces you to the key tools and practices used in digital marketing.

Employability And Professional Development – 0 credits- On this module you'll evaluate and develop your employability skills.

Marketing Communications – 20 credits- In this module you'll explore the tools used in marketing communications, the different media that can be used to communicate with consumers, and the key metrics used to evaluate marketing communications.

Marketing Research Project – 20 credits- This module is designed to develop your quantitative and qualitative data analysis skills and prepare you for independent study.

Social Media Marketing – 20 credits- This module develops the knowledge and skill you gained from Introduction to Digital Marketing.

Visualising Data – 20 credits- Big data and data mining are key parts of the current technological landscape and in this module you'll consider how you can take raw data and transform it for visual presentation to the end user.

Optional modules

Managing Product Portfolios – 20 credits- In this module you'll focus on the process of product management and the management of a portfolio of products.

Professional Selling – 20 credits- In this module you'll study academic theory supporting the practice of selling.

Public Relations – 20 credits- In this module you'll study the discipline of Public Relations, and get an understanding of how it's applied in organisations.

Year 3

Core modules

Business and Law Undergraduate Work Placement – 0 credits- In this module you'll do an approved work placement, ending in the submission of work for assessment and and the option to receive a Certificate of Professional Practice from the faculty of Business and Law.

Digital Marketing Strategy – 20 credits- In this module you'll develop your knowledge and understanding of digital marketing as well as your practical skills in digital marketing and your understanding of core academic theory.

Strategic Marketing in a Global Environment – 20 credits- In this module you'll focus on the strategic decisions made by marketing managers and strategic marketing theory in the context of the global marketing environment.

Success in Your Final Year – 0 credits- Success in Your Final Year is a non-credit bearing module designed to support you in your final year of study.

Optional modules

Advertising – 20 credits- This module develops your knowledge of communication that you'll put to work in the medium of advertising.

Business Research Project – 40 credits- In this module, you'll develop a dissertation, based on secondary sources, on a topic of your choice directly relevant to your degree.

Business Research Project (Marketing) – 40 credits- In this module you'll work on your analytical skills through detailed research and evaluation of a question or hypothesis.

Communication Design – 20 credits- On this module, you'll explore how the design of digital artefacts impacts on its purpose and success for a specific audience.

Contemporary Issues in Product and Service Development – 20 credits- On this module you'll focus on the management of new product/service development processes within firms.

Dissertation (Marketing) – 40 credits- In this final year independent study module you'll improve key graduate skills including your written and oral communication, your ability to plan, research and critically analyse a topic relevant to your degree, as well as your problem solving quantitative and/or qualitative skills.

Final Year Project: Preparation – 20 credits- On this module, you'll begin preparing your final year project.

Final Year Project: Resolution – 20 credits- On this module, you'll complete your final year project.

Marketing Consultancy Project – 40 credits- An alternative to a traditional dissertation, on this module you'll complete a practical final year project, working directly with an employer on a "live" project at the same time as your final year studies.

Social Marketing – 20 credits- In this module you'll examine how marketing can be used to change behaviours to achieve socially desirable goals.

Trends in Technology – 20 credits- In this module you'll investigate new developments in technology, and the impact they might have on marketing activity.

Understanding Brands – 20 credits- In this module you'll learn about the theories and concepts of brand management and brand communication in the context of the global marketplace.

Work Based Learning – 40 credits- If you chose an industrial placement in the previous year, you can take this module.

Placement year

After your second year, you can do an optional work placement year to get valuable longer-term work experience in the digital marketing industry.

We've got loads of links with the digital marketing industry. Previous students have taken a placement year with local companies such as IBM and digital marketing agencies such as Lead Forensics.

You'll get plenty of support and mentoring throughout the year, to ensure you're getting the most out of your placement.

How you're assessed

You’ll be assessed through:

  • projects
  • presentations
  • group work
  • live client work
  • examinations
  • multiple-choice tests
  • essays
  • portfolio work

You’ll be able to test your skills and knowledge informally before you do assessments that count towards your final mark.

You can get feedback on all practice and formal assessments so you can improve in the future.

The way you’re assessed may depend on the modules you select. As a guide, students on this course last year were typically assessed as follows:

  • Year 1 students: 35% by written exams, 3% by practical exams and 62% by coursework
  • Year 2 students: 6% by written exams, 10% by practical exams and 84% by coursework
  • Year 3 students: 17% by written exams, 4% by practical exams and 79% by coursework

Careers and opportunities

Qualified digital marketers are in high demand. This course can lead to an exciting career in marketing, web and media roles in industries such as retail, finance and tourism.

What can you do with a Digital Marketing degree?

Previous graduates have pursued careers areas such as:

  • marketing communications
  • digital marketing
  • web and social media

What jobs can you do with a Digital Marketing degree?

Roles they've taken on include:

  • social media executive
  • marketing campaigns officer
  • business development manager
  • account manager
  • press officer
  • online marketing executive

When you finish the course, our Careers and Employability service can help you find a job that puts your skills to work in the industry. You can get help, advice and support for up to 5 years as you advance in your career.

BA (Hons), BA (Hons) Award
September Start
Full-time, Sandwich Study Mode
3 years Duration

Entry Requirements For This Course

112-120 points from 3 A levels or equivalent.

English language proficiency at a minimum of IELTS band 6.0 with no component score below 5.5.

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