two female students working on computers
UCAS Code
N590
Mode of Study
Full-time, Full-time sandwich with work placement
Duration
3 years full-time, 4 years sandwich with work placement
Start Date
September 2021
Accredited
Yes

Overview

From viral videos and personalised web content to social media influencers promoting their favourite products, you've seen and shared the work of digital marketers.

This BA (Hons) Digital Marketing degree course will help you take the next step to join their ranks. You'll learn how to use data to get a deep understanding of consumers and harness your creative skills to produce engaging marketing content using digital technology.

Year 1 gives you a grounding in core marketing principles and consumer behaviour. In year 2, you'll learn about specialised topics such as social media marketing, market research and data visualisation with the chance to choose optional modules that match your interests.

In year 3, you'll learn how to produce a digital marketing strategy and complete further optional modules, from a choice including advertising, social marketing, branding and technology trends.

For your final project submission, you can do a dissertation, research project or work with a business on a live marketing campaign.

When you graduate, you'll be ready to work in digital marketing, web and media services in any industry. Your ability to use data to make effective business decisions will also make you a valuable team member in non-marketing roles.

Alternative marketing course

If you want to gain a broad understanding of other business areas whilst studying marketing, check out our BA (Hons) Marketing course.

 

100% Graduates in work or further study (DLHE, 2017)

TEF Gold Teaching Excellence Framework

90% Overall student satisfaction (NSS, 2020)

Entry requirements​

BA (Hons) Digital Marketing degree entry requirements

Qualifications or experience
  • 112-128 points from 3 A levels or equivalent.

See full entry requirements and other qualifications we accept

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

See alternative English language qualifications

We also accept other standard English tests and qualifications, as long as they meet the minimum requirements of your course.

If you don't meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

What you'll experience

On this degree course, you'll:

  • Cover all aspects of digital marketing, including web analytics, influencer marketing, affiliate marketing, search engine optimisation (SEO), pay-per-click (PPC), display advertising, email marketing and content marketing
  • 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
  • Learn to gather and use data to create content and campaigns that have maximum impact
  • Get to grips with the latest digital marketing and media software such as Hubspot, Google Analytics and the Adobe Creative Suite in our computer labs
  • Develop the skills to produce visual and text content that engages customers and encourages them to take action
  • Learn from marketeers and digital media professionals who have a proven track record of success across many sectors – past guest lecturers include marketing professionals from O2, TK Maxx and Gartner.
  • Keep up-to-date with the latest digital marketing trends and techniques by studying modules shaped by research happening now at the university

You can also:

  • Get additional certifications in tools, software and specific skills such as Hubspot's specialised certifications in email marketing and SEO and Google Analytics and Google Ads certifications, achieving recognised industry professional qualifications alongside your degree
  • Work with organisations on live campaigns, applying your skills and getting valuable experience that will you make you stand out when you begin your career
  • Further apply your knowledge in the workplace on a year-long work placement, boosting your employability prospects after the course
  • Study abroad through our links with overseas universities, immersing yourself in a different culture
  • Learn a language while you earn credit towards your degree as part of the University's IWLP 

Careers and opportunities

Digital marketing is one of the UK's biggest growth industries and many businesses are moving more operations online following the Coronavirus pandemic. This means there are many opportunities for qualified digital marketers, working in-house, in marketing agencies and on a freelance basis for organisations of all sizes.

A digital marketing degree also provides you with the knowledge and skills to understand consumers and make business decisions based on data and market information – a valuable skill in almost any organisation or industry.

Previous graduates on this course have pursued careers in areas such as:

  • Marketing communications
  • Digital marketing
  • Web and social media
  • Search engine optimisation (SEO)
  • Pay-per-click advertising (PPC)
  • Campaign planning
  • Data visualisation

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.

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.

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.

Entrepreneurs in Residence

If you're interested in setting up your own business while you study, you can get support on this course from the Entrepreneurs in Residence programme. Our Entrepreneurs in Residence are experienced business professionals who work with us to deliver group workshops and 1-to-1 drop-in clinics to help you plan and market your business idea.

What you'll study on this BA (Hons) Digital Marketing degree

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.

Due to changing circumstances as a result of the COVID-19 pandemic, we may need to make changes to courses to ensure your safety and to ensure compliance with Government guidelines. We'll provide you with as much notice as possible of any such changes. Your course leader will inform you of these. Changes may include things such as modules being taught in teaching block 2 instead of teaching block 1 and teaching activities occurring in smaller group sizes.

Year 1

Core modules

What you'll learn

When you complete this module successfully, you'll be able to:

  • Describe the basic processes of video production practices and understand the language of film and video production
  • Apply the basic principles of video production to create a video artefact
  • Explain the fundamental concepts of computer graphics and discuss their application
  • Apply a range of industry-standard software application packages to generate and manipulate high quality digital images for different purposes
Teaching activities
  • 12 x 2-hour practical classes and workshops
  • 12 x 1-hour lectures
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a coursework portfolio (60% of final mark)
  • a 90-minute written exam (40% of final mark)

What you'll do

You'll learn more about debate, critical thinking and the processes involved in the study of marketing as well as employability, career management and progression planning. You'll use our facilities and technologies to complete assessments and develop your ability to manage your time and work as a part of a team.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Demonstrate an understanding of the key academic skills required to become a successful marketing student
  • Collect data to research a marketing topic and communicate findings in an appropriate format
  • Use knowledge and understanding gained from other modules to produce promotional material for a live client
  • Demonstrate successful cooperative working skills using enhanced communication, problem solving and team working skills
  • Develop an awareness of the skills and knowledge required when planning university studies and future professional development
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 2-hour seminars
Independent study time

We recommend you spend at least 152 hours studying independently. This is around 9 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 1,500-word written assignment (40% of final mark)
  • a 15-minute oral assessment and presentation (40% of final mark)
  • a 1,000-word report (20% of final mark)

What you'll do

You'll attend weekly lectures, and weekly group seminars, using case studies to explore marketing in greater detail.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Explain the significance of marketing as a management process and discuss it in the wider context of the organisation
  • Understand the importance and relevance of the global marketing environment to sustainable and ethical marketing decision making
  • Use resources to gather data to undertake a marketing audit
  • Identify key marketing problems and opportunities within an organisation
  • Recognise the stages within a marketing plan and be able to differentiate between strategic and tactical marketing decision making
  • Identify, recognise and apply the key model, tools and concepts associated with marketing decision making
  • Recognise the elements of the marketing mix and explain how they are used to inform marketing decision-making
Teaching activities
  • 24 x 1-hour lectures
  • 24 x 1-hour seminars
Independent study time

We recommend you spend at least 152 hours studying independently. This is around 9 hours a week over the duration of the module.

Assessment

On this module you'll be assessed through:

  • a 15-minute oral assessment and presentation (20% of final mark)
  • a Business Innovation Development project (20% of final mark)
  • a 90-minute written exam (60% of final mark)

What you'll do

You'll learn about the various influences on consumer decision making and through a series of learning log tasks you'll get practical experience of gathering and interpreting customer data, gaining insight and analysis. The social responsibility of marketers in a global market place will be discussed, alongside issues around responsible and ethical consumption.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Collect and interpret different types of consumer data
  • Share knowledge and communicate meaningful consumer research results to a client
  • Describe the characteristics, key theories and concepts in consumer buying behaviour
  • Reflect on ethical consumption practices and the social responsibility of marketers
Teaching activities
  • 24 x 2-hour practical classes and workshops
Independent study time

We recommend you spend at least 152 hours studying independently. This is around 9 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a portfolio (60% of final mark)
  • a 90-minute written exam (40% of final mark)

What you'll do

You'll get to know key concepts and case studies in lectures, and engage in problem-solving activities in seminars.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Show a basic understanding of numerical methods and calculations
  • Utilise mathematical and statistical techniques to analyse data
  • Interpret analysis results and communicate to a range of different audiences
  • Formulate and build a basic model of management and business problems
Teaching activities
  • 48 x 1-hour lectures (one theory and one practical lecture a week)
  • 12 x 1-hour seminars
  • 24 x 1-hour tutorials (optional weekly drop-in sessions)
Independent study time

We recommend you spend at least 140 hours studying independently. This is around 8 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a group project (20% of final mark)
  • a portfolio of online tests (30% of final mark) – each test is 60 minutes long
  • a 90-minute written exam (50% of final mark)

Year 2

Core modules

What you'll do

Through a series of practical assessment activities, you'll have apply these tools to create digital material that engages the audience, justifying and reflecting on their decisions. This module has a strong practical focus, developing your practical digital marketing skills while you build a portfolio of evidence ready for the workplace.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Understand the key tools and media channels used in digital marketing within the context of a global market place
  • Develop responsible, sustainable and ethical digital marketing campaigns
  • Develop practical digital skills required for the workplace
  • Use data to create appropriate written digital marketing content
Teaching activities
  • 12 x 3-hour practical classes and workshops
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a portfolio (100% of final mark)

What you'll do

You'll attend weekly workshops and be provided with readings, media clips, relevant frameworks, concepts and ideas to apply in practical situations in the workshop. You'll also take part in assessed individual and group activities and receive feedback from students, tutors and peer mentors on these activities.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Evaluate personal employability skills
  • Prepare and apply for immediate/voluntary/placement/graduate level positions within your chosen profession
  • Conduct and implement, via an action plan, continuous personal development plans (PDPs)
Teaching activities
  • 12 x 1-hour practical classes and workshops
Assessment

On this module, you'll be assessed through:

  • a coursework portfolio (100% of final mark)

What you'll do

You'll be assessed through a review of current industry practice, applying what you've learned and developing cognitive and transferable skills. The final assessment artefact on this module is linked to the work you completed in the non-credit bearing module Employability and Professional Development.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Describe and discuss the elements of the marketing communications mix and mainstream media vehicles
  • Review key theories and concepts associated with the promotional mix
  • Analyse an organisation or brand's use of marketing communication tools and media
  • Recognise the impact of the global market place and responsible, sustainable and ethical marketing practice on marketing communications
  • Evaluate and develop personal employability skills to prepare for a career in marketing
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 1,500-word written assignment (40% of final mark)
  • a portfolio (20% of final mark)
  • a 2,000-word report (40% of final mark)

What you'll do

You'll get an overview of academic research methods, and then have the opportunity to apply this knowledge in a practical piece of research, for a live client.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Discuss different research approaches and explain different research designs
  • Construct and apply a suitable research design and research instrument to investigate a practical issue
  • Demonstrate a responsible and ethical approach to research
  • Analyse and interpret data gathered and make recommendations based on findings
Teaching activities
  • 6 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 1,500-word individual research proposal (30% of final mark)
  • a group presentation (50% of final mark)
  • a multiple choice test (20% of final mark)

What you'll do

Using a management dashboard, you'll learn how to use data to develop and manage content across a number of social media applications. On the module you'll build your creative portfolio and enhance your practical digital marketing skills ready for the workplace.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Recognise and differentiate the key social media channels used for digital marketing
  • Use data to develop appropriate creative digital content
  • Use a social media dashboard to communicate content
  • Enhance your practical digital skills required for the workplace
  • Demonstrate awareness of socially responsible and ethical marketing practice using social media
Teaching activities
  • 12 x 3-hour practical classes and workshops
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a portfolio (100% of final mark)

What you'll do

You'll use your understanding of the customer and the market, alongside user centred design, to create create a piece of work using specific data. This project can also add to your creative portfolio.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Analyse, synthesise, and combine data sets
  • Apply standard technologies to develop a data visualisation appropriate for the selected audience
  • Understand the data requirements of different stakeholders
  • Demonstrate an awareness of socially responsible and ethical marketing practice
Teaching activities
  • 12 x 1-hour lectures
  • 12 x 2-hour practical classes and workshops
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a coursework project (100% of final mark)

Optional modules

What you'll do

You'll concentrate on bringing new products to market. By applying theory in practical situations, you'll get an in-depth introduction to product management theory, and develop creative problem-solving, business analysis and co-ordination skills.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Compare and contrast new product development theories and concepts
  • Identify key decisions points in the new product development process
  • Select and employ a range of new product development techniques, including marketing analysis, idea generation, concept development and launch planning
  • Present a business case for a new product
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminar
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 10 week portfolio task (20% of final mark) – 10 submissions, made weekly
  • a 2,500-word individual report (80% of final mark)

What you'll do

You'll also develop practical and transferable selling skills.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Evaluate and apply the communications techniques appropriate in professional selling
  • Understand and analyse potential ethical issues at the supplier-customer interface
  • Discuss and reflect upon professional selling and the management of major customers using appropriate theoretical models and frameworks from academic literature
  • Prepare and deliver a professional sales approach in a real-world scenario
  • Reflect upon the behaviour and strategies of professional buyers
Teaching activities
  • 12 x 2-hour practical classes and workshops
  • 12 x 1-hour lectures
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 2,000-word report (50% of final mark)
  • a 90-minute written exam (50% of final mark)

What you'll do

Among other elements, you'll learn how PR plays a role in managing stakeholder relationships in a responsible and ethical manner.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Explain the role of PR in the business environment
  • Examine campaign planning issues
  • Identify and appropriately use the tools and techniques of PR to communicate with stakeholders
  • Explain the role of PR in managing stakeholder relationships in a responsible and ethical manner
  • Understand how to evaluate the effect of PR effort
  • Construct a public relations plan
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • an oral assessment and presentation (20% of final mark)
  • a 2,500-word report (80% of final mark)

Year 3

Core modules

What you'll do

You'll complete a placement portfolio over the duration of the placement and improve your professional skills such as self-reflection, networking, evaluating progress and using the portfolio. You'll have support from the Placement Office (PO) and a Placement Tutor, to plan, and during, your placement including a visit from your Placement Tutor.

Successful completion of the placement will be recognised in your transcript of achievement and your degree certificate will state 'in the sandwich mode'.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Use the skills you've developed in the workplace, e.g. communication, time management, IT skills
  • Identify personal areas for improvement or training to enhance future employability
  • Use your record of experiences and training gained on placement to reflect on your skill and progress
  • Link what you learned on the rest of your undergraduate degree course to what you learn on placement
  • Understand your options regarding career planning, and future professional development
Teaching activities
  • a full time work placement
  • 1 x placement day
  • meetings with your placement tutor
Assessment

On this module, you'll be assessed through:

  • a 2,500 word portfolio (100% of final mark)

What you'll do

You'll learn about key tools and technologies in practical workshops that can be used to engage an audience and how to identify, understand and evaluate key digital marketing metrics, using this knowledge to critically evaluate a case study data set and make practical, responsible and ethical recommendations for the case study organisation. This module has a strong practical focus and seeks to further develop cognitive, practical and transferrable digital marketing skills.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Evaluate and understand the suitability of common tools and technologies used in digital marketing for responsible and ethical marketing practice
  • Apply the common tools and technologies used in digital marketing
  • Understand and evaluate digital marketing metrics
  • Apply what you learn from the analysis of data to create and develop responsible and ethical digital marketing strategies
Teaching activities
  • 12 x 1-hour lectures
  • 12 x 2-hour practical classes and workshops
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 15-minute oral assessment and presentation (50% of final mark)
  • a 90-minute written exam (50% of final mark)

What you'll do

Through a combination of lectures and interactive workshops you'll learn about key strategic tools and frameworks. You'll also reflect on the outcomes of responsible, sustainable and ethical strategic decision making in group activities.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Demonstrate an understanding of strategic marketing theories and concepts
  • Understand the global context in which businesses operate and how this impacts on marketing strategy and responsible, sustainable and ethical marketing thinking
  • Appreciate the issues and problems in coming up with marketing strategies
  • Analyse marketing opportunities and prepare strategic marketing plans
  • Critically appraise strategic marketing models and decision tools
Teaching activities
  • 12 x 1-hour lectures
  • 12 x 2-hour practical classes and workshops
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module you'll be assessed through:

  • a 1,000-word report (25% of final mark)
  • a 15-minute oral assessment and presentation (25% of final mark)
  • a 90-minute written exam (50% of final mark)

What you'll do

You'll get personal tutoring and reflect on your skills, knowledge and performance so far. You'll use feedback as an opportunity for development in your studies and future career. You'll also get additional support from other students via peer mentoring.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Understand the skills required to be an effective final year student
  • Implement critical thinking, reading and writing in all areas of study
  • Use feedback to improve future performance
  • Communicate more effectively
Teaching activities
  • 12 x 2-hour seminars

Optional modules

What you'll do

You'll explore the challenges faced in the advertising industry, crossing over with other topics in the curriculum such as branding and ethics. You'll discuss the different objectives of advertising campaigns and the different media that can be used to achieve this, as well as review and reflect on current industry practice.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Analyse and discuss the role of responsible advertising in the global market place
  • Critically appraise how different media can be used to achieve advertising campaign objectives
  • Assess the challenges faced in ethical and responsible advertising and demonstrate an understanding of how advertising can be used to engage a diverse audience
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 20-minute oral assessment and presentation (50% of final mark)
  • a 2,500-word report (50% of final mark)

What you'll learn

When you complete this module successfully, you'll be able to:

  • Provide a critical academic analysis of a contemporary issue
  • Make a convincing argument when answering research questions
  • Understand how methodology and methods contribute to answering research questions
  • Draw sound conclusions based on what you've found
  • Reflect on the process of writing and researching your project
Teaching activities
  • 6 x 1-hour lectures
  • 14 x 1-hour seminars
  • 1 hour of project supervision
Independent study time

We recommend you spend at least 379 hours studying independently. This is around 11 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 2,000-word portfolio (20% of final mark)
  • a 6,000-word report (80% of final mark)

What you'll do

You'll also attend workshops that will assist you in judging the credibility of data sources, critiquing research methods, developing arguments and critical thinking in academic writing.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Extend and enhance your analytical skills through detailed composition and evaluation of a question or hypothesis
  • Develop your analytical capabilities in both academic and professional areas
  • Develop your academic and professional insight into the question
  • Critically discuss organisational issues (and potential recommendations) relevant to the question/hypothesis
  • Use and apply relevant theories/models/perspectives presented in academic and practitioner literature
  • Develop your analytical mind, enhance your ability to self-manage, self-organise and write with business purposes in mind to enhance your employability
Teaching activities
  • 5 x 1-hour lectures
  • 5 x 1-hour practical classes and workshops
Independent study time

We recommend you spend at least 390 words studying independently. This is around 12 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 2,000-word research proposal (30% of final mark)
  • a 6,000-word final report (70% of final mark)

What you'll do

You'll learn how to use design principles to develop interfaces for digital artefacts.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Analyse, interpret and extend a brief
  • Demonstrate application of universal design rules
  • Apply relevant narrative style to a design
  • Employ typographic and readability rules
Teaching activities

On this module you'll attend lectures and practical classes.

Independent study time

We recommend you spend at least 178 hours studying independently. This is around 11 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 20-minute presentation (20% of final mark)
  • a portfolio (80% of final mark)

What you'll do

You'll also focus on the critical issues associated with managing these processes. You'll get an introduction to product/service development, as well as issues impacting on the development of new products and services.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Evaluate product and service development management theories, models and concepts
  • Compare and contrast key decisions and tools used inn product and service development projects
  • Compare and contrast emerging external factors that influence product and service development
  • Critically evaluate product and service development in light of ethical and environmental sustainability issues
Teaching activities
  • 11 x 1-hour seminars
  • 11 x 2-hour lectures
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 2,000-word portfolio (20% of final mark)
  • a 20-minute oral assessment and presentation (80% of final mark)

What you'll learn

When you complete this module successfully, you'll be able to:

  • Select a suitable topic for investigation, understand its relationship with current developments in the respective subject area(s) and define clear research objectives or questions
  • Identify, access and critically evaluate a range of appropriate literatures that are pertinent to the study
  • Select appropriate research method(s) and systematically organise and interpret data obtained in the course of an empirical research project
  • Derive relevant conclusions and recommendations from the research findings and discuss them in relation to relevant literatures
  • Safeguard the welfare of all subjects potentially affected by the research project
  • Understand the likely effects of recommendations derived from the research project where this is appropriate.
Teaching activities
  • 12 x 1-hour seminars/workshops
  • Guidance and support from your allocated supervisor
Independent study time

We recommend you spend at least 388 hours studying independently. This is around 12 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • an 8,000-word dissertation (100% of final mark) – based on the following weighting: literature review (25%), methodology (20%), findings and discussion (25%), conclusions and recommendations (10%), format and presentation (10%) and research topic, intro and aims (10%)

What you'll do

You'll develop academic research and academic writing, literature and self-expression skills, and develop and demonstrate relevant professional, academic and technical skills.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Initiate and manage the preparatory phase of a practice, creative or research project appropriate for your programme of study
  • Conduct a scholarly review of existing work in your selected area together with an account of your own work
  • Critically evaluate and justify the choices you make and approaches you take to plan the solution of the project problem/domain
  • Communicate the outcomes of your preparatory project activities in a professional and scholarly manner
Teaching activities

On this module you'll attend lectures and tutorials.

Independent study time

We recommend you spend at least 185 hours studying independently. This is around 11 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 15-minute presentation (20% of final mark)
  • a 3,000-word report (80% of final mark)

What you'll do

You'll develop your academic research and academic writing, literature and self-expression skills, and develop and demonstrate relevant professional, academic and technical skills.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Initiate and manage the resolution of a practice, creative or research project appropriate for your programme of study
  • Apply the findings from a scholarly review of existing work in your selected area, together with an account of your own work
  • Critically evaluate and justify the choices you make, and the approaches you take, to plan the solution of the project problem/domain
  • Communicate the outcomes of your project resolution activities in a professional and scholarly manner
Teaching activities

On this module you'll attend lectures and tutorials.

Independent study time

We recommend you spend at least 190 hours studying independently. This is around 11.5 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through a 5,000-word report (100% of final mark).

What you'll do

This is a great module to take if you didn't take a sandwich placement year, as you'll gain some of the practical knowledge and work related experience that you would have otherwise gained on placement.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Work independently to design and develop a practical marketing development plan
  • Examine, assess and evaluate issues which affect the development of your plan, including identifying key deliverables, practical implications and project planning
  • Critically evaluate the suitability, relevance and application of current research, key academic models and frameworks, to three or four key themes relevant to your project and its development
  • Apply critical and reflective knowledge and understanding to your own learning, and the contexts and outcomes of a project
  • Demonstrate an awareness of research ethics, and safeguard the welfare of all subjects potentially affected by the research project
Teaching activities
  • 12 x 1-hour lectures
  • 6 x 1-hour practical classes and workshops
Independent study time

We recommend you spend at least 382 hours studying independently. This is around 12 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • an 8,000-word report (100% of final mark)

What you'll do

This module has a strong focus on ethical and environmental issues.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Explain how marketing concepts and techniques can be applied to the marketing of social issues
  • Examine how marketing approaches can be used to change behaviour and encourage ethical, responsible and sustainable consumerism
  • Apply marketing concepts and techniques to address a real social issue and achieve behavioural change
  • Deliver an effective and professional visual presentation
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 1,000-word project (40% of final mark)
  • a 2,500-word essay (60% of final mark)

What you'll do

You'll go to practical workshops and learn to draw on marketing theory learned in other modules. You'll consider the implication of different technological innovations for the consumer and for organisations.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Develop a critical awareness of current and future trends in technology
  • Develop an awareness of the impact of technology on sustainable, ethical and responsible marketing
  • Critically appraise the impact of current and future technology trends on marketing activity and decision making
  • Synthesise and disseminate research findings and implications
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 170 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a coursework project (20% of final mark)
  • a 2,500-word report (80% of final mark)

What you'll do

You'll be introduced to branding models and learn how brands can be responsibly and actively managed to build brand equity. You'll apply your learning by critiquing contemporary practice.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Critically appraise brand management theories
  • Critically appraise brand communication theories and activities
  • Examine the management of brands in the contemporary global marketing environment
  • Develop a responsible and ethical brand communications plan
Teaching activities
  • 12 x 2-hour lectures
  • 12 x 1-hour seminars
Independent study time

We recommend you spend at least 164 hours studying independently. This is around 10 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 1,000-word coursework project (40% of final mark)
  • a 2,500-word written assignment (60% of final mark)

What you'll do

The project you developed for your employer on placement will be the basis for this module. You'll agree a learning contract with your employer and module coordinator. This contract will identify key academic themes, deliverables, timelines and learning activities. You'll also construct a critical academic commentary, evaluating the use, application and relevance of research/academic literature, in the context of the completed project.

What you'll learn

When you complete this module successfully, you'll be able to:

  • Work independently to develop ideas and realistic, practical responses to complex situations
  • Work and communicate effectively in a mixed disciplinary team including leadership on a project (or part thereof)
  • Apply critical and reflective knowledge and understanding to your learning, and the contexts and outcomes of a project
  • Examine, assess and make judgements on issues which affect the development of your project, including identifying key deliverables, practical implications and project planning
  • Critically evaluate the suitability, relevance and application of current research, key academic models and frameworks, to three or four key themes relevant to the project and its development
Teaching activities
  • 8 x 1-hour tutorials
  • 4 x 2-hour practical classes and workshops
  • 10 x 1-hour project supervision
Independent study time

We recommend you spend at least 374 hours studying independently. This is around 11 hours a week over the duration of the module.

Assessment

On this module, you'll be assessed through:

  • a 3,000-word portfolio (40% of final mark)
  • a 6,000-word coursework project (60% of final mark)

We use the best and most current research and professional practice alongside feedback from our students to make sure course content is relevant to your future career or further studies.

Therefore, some course content may change over time to reflect changes in the discipline or industry and some optional modules may not run every year. If a module doesn’t run, we’ll let you know as soon as possible and help you choose an alternative module.

Study year abroad

Between your second and third year you can study abroad at one of our partner universities. This allows you to experience a different culture, enhance your CV so you stand out in the job market, grow your confidence, and open up personal and professional opportunities.

We have partnerships with Universities in Europe, Asia, Australia and North America. Classes are delivered in English.

You'll get support from the faculty's Global Support Office and UoP Global with identifying and applying to suitable destinations, and ongoing contact and support during your year abroad.

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

Teaching

Teaching methods on this course include:

  • Lectures
  • Workshops
  • Seminars
  • ICT sessions

You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a Web connection.

Teaching staff profiles

These are some of the expert staff who’ll teach you on this degree course. 

Dr Tara Goddard, Course Leader

Tara is a digital and creative specialist.  Through live client work and real world projects, she provides students with the opportunity to apply their knowledge and develop their practical marketing skills. Tara’s research is in online customer behaviour and what motivates customers to engage online.  

Dr Victoria Broadbridge, Senior Teaching Fellow

Victoria is a digital marketing specialist and brings a wealth of industry expertise to teach practical elements of digital marketing such as SEO, PPC, content marketing and Google Analytics. Her research is in mobile advertising and consumer behaviour and she has a specific interest in mobile anthropology – how the information we store in our mobiles can lead to a better understanding of human behaviour.

Dr Phill McGowan, Senior Teaching Fellow

Phill spent 25 years as a Managing Director of a successful group of tech companies and has a wealth of consultancy and project management experience. His research looks at the buyer-seller relationships in SMEs.  Phill’s interest in technology and digital marketing enables him to bring a strategic view of emerging technology and help students understand how it can identify, diagnose and resolve marketing issues. 

Tracey McCulloch, Teaching Fellow

Tracey is an experienced teacher and graphics specialist with a background in art and design.  Drawing on her many years of advertising and design related industry experience, Tracey teaches students the importance of imagery and how it can be used to create meaningful marketing content.

Dr Jason Sit, Senior Lecturer

Jason is an experienced academic with a passion for shopping, retailing and the customer experience which grew from his retail industry experience in Australia and with Coca Cola. He is widely published in the topics of shopping centre marketing, shopper segmentation, student online shopping and multichannel shopping.

How you'll spend your time

One of the main differences between school or college and university is how much control you have over your learning.

At university, as well as spending time in timetabled teaching activities such as lectures, seminars and tutorials, you’ll do lots of independent study with support from our staff when you need it.

A typical week

We recommend you spend at least 35 hours a week studying for your Digital Marketing degree. In your first year, you’ll be in timetabled teaching activities such as lectures, seminars and workshops for about 13 hours a week. The rest of the time you’ll do independent study such as research, reading, coursework and project work, alone or in a group with others from your course. You'll probably do more independent study and have less scheduled teaching in years 2 and 3, but this depends on which modules you choose.

Term times

The academic year runs from September to June (with some courses starting in October rather than September in 2020/21 only). There are breaks at Christmas and Easter.

It's divided into 2 teaching blocks and 2 assessment periods:

  • Teaching block 1 – September to December (October to December for some courses in 2020/21 only)
  • Assessment period 1 – January (and early February for some courses in 2020/21 only)
  • Teaching block 2 – January to May (February to May for some courses in 2020/21 only)
  • Assessment period 2 – May to June

Extra learning support

The amount of timetabled teaching you'll get on your degree might be less than what you're used to at school or college, but you'll also get face-to-face support from teaching and support staff when you need it. These include the following people and services:

Personal tutor

Your personal tutor helps you make the transition to independent study and gives you academic and personal support throughout your time at university.

You’ll have regular scheduled meetings with your personal tutor. They’re also available by appointment if you want to chat with them about anything that can't wait until your next meeting.

Student engagement officers

In addition to the support you get from your personal tutor, you’ll also have support from student engagement officers. They can give you confidential, impartial advice on anything to do with your studies and personal wellbeing, and refer you to specialist support services if you need extra help or support.

Study support tutors

You'll have help from a team of study support tutors. Based within the Faculty of Business and Law, these tutors are familiar with the specific requirements your assignments and work closely with faculty academics. This means they can give you focused support with the specific study skills you need to be successful on your course – face-to-face, by phone and email, and by video call.

They can help with:

  • Academic writing (for example, essays, reports, dissertations, projects and literature reviews)
  • Reflective writing skills
  • Critical thinking skills
  • Delivering presentations (including observing and filming presentations)
  • Understanding and using assignment feedback
  • Managing your time and workload
  • Revision and exam techniques

If you're a mature student returning to study, specialist support is available.  

Academic skills support

As well as support from faculty staff and your personal tutor, you can use the University’s Academic Skills Unit (ASK).

ASK provides one-to-one support in areas such as:

  • Academic writing
  • Note taking
  • Time management
  • Critical thinking
  • Presentation skills
  • Referencing
  • Working in groups
  • Revision, memory and exam techniques

If you have a disability or need extra support, the Additional Support and Disability Centre (ASDAC) will give you help, support and advice.

Library support

Library staff are available in person or by email, phone or online chat to help you make the most of the University’s library resources. You can also request one-to-one appointments and get support from librarians who specialise in business and law.

The library is open 24 hours a day, every day, in term time.

​Course costs

Tuition fees (2021 start)

  • UK/Channel Islands and Isle of Man students – £9,250 per year (may be subject to annual increase)
  • EU students – Awaiting confirmation
  • International students – £15,500 per year (subject to annual increase)

Additional course costs

These course-related costs aren’t included in the tuition fees. So you’ll need to budget for them when you plan your spending.

Additional costs

Our accommodation section shows your accommodation options and highlights how much it costs to live in Portsmouth.

You’ll study up to 6 modules a year. You may have to read several recommended books or textbooks for each module.

You can borrow most of these from the Library. If you buy these, they may cost up to £60 each.

We recommend that you budget £75 a year for photocopying, memory sticks, DVDs and CDs, printing charges, binding and specialist printing.

If your final year includes a major project, there could be cost for transport or accommodation related to your research activities. The amount will depend on the project you choose.

Apply

How to apply

To start this course in 2021, apply through UCAS. You'll need:

  • the UCAS course code – N590
  • our institution code – P80

If you'd prefer to apply directly, use our online application form.

You can also sign up to an Open Day to:

  • Tour our campus, facilities and halls of residence
  • Speak with lecturers and chat with our students 
  • Get information about where to live, how to fund your studies and which clubs and societies to join

If you're new to the application process, read our guide on applying for an undergraduate course.

How to apply from outside the UK

If you're from outside of the UK, you can apply for this course through UCAS or apply directly to us (see the 'How to apply' section above for details). You can also get an agent to help with your application. Check your country page for details of agents in your region.

To find out what to include in your application, head to the how to apply page of our international students section. 

If you don't meet the English language requirements for this course yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

Preparing for a digital marketing degree

You can prepare for your digital marketing degree by being aware of business news and developments in technology, and by becoming familiar with reputable digital marketing blogs such as HootsuiteHubspot and Sprout Social.

You can also take some time to consider how you engage with social media and how others engage with your social media presence.

Skills and qualities you need to do a marketing degree

In addition to meeting the course entry requirements, you should have an interest in how organisations interact with their consumers and be curious about how data and information can help organisations better understand their consumers.

Creativity skills and experience with creative tools or software are useful but not essential as you'll get all the support you need to develop your creative abilities on the course.

Admissions terms and conditions

When you accept an offer to study at the University of Portsmouth, you also agree to abide by our Student Contract (which includes the University's relevant policies, rules and regulations). You should read and consider these before you apply.

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