Advertising and Digital Marketing BA (Hons)

Course overview

The course has a particular focus on online communication and customer engagement across a variety of digital platforms and organisational settings including global multi-national organisations, national public and private sectors, small and mid-size enterprises (SMEs), non-profit, non-governmental organisations (NGOs) and charities.

You can expect to gain expertise and confidence in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management as well as knowledge and application of key concepts and practice within the broader marketing discipline.

The January start for this course is condensed in Year 1. Please see the ‘How you’ll learn’ section below for more details.

Why you should study this course

• The course assessment strategy is designed to incorporate a range of assessment methods, including group projects, presentations and pitches, all designed to ensure you are equipped with the necessary skills to boost your career potential.
• The use of the DigiComm Lab⁴ supports the development of your digital literacy skills through using digital marketing platforms and software.
• We aim to provide you with opportunities to network with international alumni and employers through guest speaker events and projects².
• The second and final year will focus on specialist marketing areas such as advertising and digital marketing, creative marketing, advertising and digital marketing strategy and digital customer experience.

If you choose to start this course in January you will study exactly the same course but over a slightly shorter timescale in Year 1. This is ideal if you missed the September start, want to transfer from a different university or course or just need a bit more time to prepare for life at university.

Careers and opportunities

Upon successful completion of the course, you will be able to:

• apply appropriate business concepts, models or techniques to analyse marketing problems.
• source, analyse and apply appropriate marketing information to support decision making.
• present ideas and findings and communicate effectively to an audience in written, verbal or electronic format, using appropriate business media and IT applications.
• identify and analyse relevant sources of marketing information and research techniques across different contexts and cultures.
• appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
• effectively use specialist tools in digital and social media marketing using appropriate software.
• apply appropriate techniques to solve a range of different business management problems, including those of a financial nature.

Our Advertising and Digital Marketing BA (Hons) aims to provide a degree which can easily facilitate entrance into general business management roles or act as a springboard for a variety of marketing roles within areas such as a advertising, branding, product development, category sales, market research and wider marketing.

You can expect to develop a critical and reflective understanding of marketing and its relationship with the wider international business environment. It could lead to potential future specialist career options in such areas as advertising, digital marketing and project coordination, as well as more general roles in business analysis, project management or sales management.

Through completing this degree, you will gain expertise and confidence in key principles of advertising, story-telling, communications and campaigns within a digital context. This could lead to roles working in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management.