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BA Advertising & Digital Marketing

The Advertising and Digital Marketing course is an integrated program that combines advertising and digital marketing theory and practice. 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.

Course Overview

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.

Main Study Themes

• Innovative and Authentic Assessment methods: a range of methods, including group projects, presentations, and pitches, are designed to ensure you are equipped with the necessary skills to boost your career potential.
• Networking: guest speaker events and projects by international alumni and employers.
• DigiComm Lab: supports the development of your digital literacy skills through using digital marketing platforms and software.
• Specialisation: specialist subjects and modules include advertising, digital marketing, creative marketing, advertising and digital marketing strategy, and digital customer experience.

Course Information

The course design has taken into consideration a professional competencies framework for marketing (CIM), in terms of the core, technical, and behavioural competencies that will be required of future professionals of advertising and marketing. The course is designed to equip students with the skills needed for a successful career in marketing, focusing on digital marketing. It will provide students with the core knowledge of all areas of marketing and an overview of key developments in digital and social media and their impact on organisations.

Course Specification

The course is structured as follows:

• Foundation year - Level 3
  • Introduction to Business Management
  • Fundamentals of Economics
  • Foundation Academic English 1 for Business
  • Foundation Academic English 2 for Business
  • Fundamentals of Accounting and Finance
  • Introduction to Marketing
• Year 1 - Level 4
  • Foundations of Management
  • Organisational Behaviour
  • Marketing, Digital and Social Media
  • Business Decision-Making Using Data Analysis
  • Entrepreneurial Ideation
  • Entrepreneurial Thinking
• Year 2 - Level 5
  • Designing a Research Proposal
  • Integrated Marketing Communications
  • Consumer Behaviour
  • Marketing Insight
  • Creative Marketing
  • Advertising and Digital Marketing
  • Optional Work Placement
• Year 3 - Level 6
  • Project
  • Advertising and Digital Marketing Strategy
  • Digital Customer Experience
  • Big Data
  • Sustainable Marketing
  • Social Media and Influencer Marketing
  • Global Marketing
  • PR and Event Marketing

Notes on Course Structure

• If a student undertakes the UK Work placement, this module will be mandatory.
• Students choose two options from Big Data, Sustainable Marketing, Social Media and Influencer Marketing, Global Marketing, and PR and Event Marketing.
• A credit
  otional hour is the formal name for the estimated hours that are expected for a student to complete a module. 1 credit is equal to 10 notional hours, so 20 credits are equal to 200 notional hours. The 200 hours include time in lectures, tutorials, preparing for lectures, assessments, as well as personal revision and studying.
• In reality, students might actually go above and beyond the expected notional hours, particularly if their degree requires a lot of independent learning.
• In the UK system, each semester is 60 credits worth, which is equivalent to at least 600 hours of study in one term. This is approximately equivalent to 8 hours of study a day.

Course Review and Updates

The course content is regularly reviewed to make it relevant and current for the benefit of students. For these reasons, course modules may be updated.