Digital Marketing Cert HE Course draft

Program Overview

The University Academy 92 Digital Marketing Certificate of Higher Education (Cert HE) is a 1-year program designed to equip students with foundational knowledge and practical skills in digital marketing. Through interactive lectures, seminars, and industry-inspired curriculum, students explore core principles, marketing research techniques, and communication channels. The program emphasizes writing and design skills for effective digital communication, preparing graduates for careers in various marketing roles.

Program Outline

Degree Overview:

• Objectives: The Digital Marketing Cert HE aims to equip students with foundational knowledge and practical skills in digital marketing.
It serves as the first step towards a career in the dynamic field of digital marketing.
• Program Description: This 1-year course delves into the core principles of digital marketing, covering crucial aspects like marketing processes, market research techniques, and current trends in digital marketing.
The program also focuses on developing writing and design skills for effective digital communication.

Outline:

• Content: The curriculum covers a range of digital marketing topics, including:
• Principles of Marketing:
Introduces core concepts and their practical applications in the digital age.
• Marketing Research: Teaches essential research methods to analyze market problems and conduct effective research projects.
• Marketing Communications: Equips students with the knowledge and skills to develop and implement integrated marketing communication campaigns across various channels.
• Structure:
• Duration:
1 year (4 terms)
• Study Mode:
24 weeks of study with 4 six-week blocks, each focusing on a single subject module.
• Timetable: Fixed morning or afternoon timetable (except for February, April, June, and accelerated intakes).
• Subject Module Breakdown:
• 250 hours of study per module
• 80 hours of face-to-face learning (32%)
• 20 hours of "Digital Wednesdays" for additional learning opportunities (8%)
• 150 hours of independent study (60%)
• Assessment Breakdown:
• 100% coursework, no traditional end-of-year exams
• Individual Modules:
• Module 1: Principles of Marketing:
Explores core marketing concepts, marketing mix, market segmentation, targeting, positioning, and brand management. Additionally, it examines the unique challenges of marketing services in the digital era.
• Module 2: Marketing Research: Teaches both quantitative and qualitative research methods, equipping students with the skills to conduct and manage research projects.
This module prepares students for careers in marketing, product, brand, or advertising management.
• Module 3: Marketing Communications: Covers different marketing communication tools, including advertising, direct marketing, personal selling, PR, and publicity.
Students gain practical experience by applying these tools to real-world case studies and exercises.

Assessment:

• Assessment Methods:
• 100% coursework, focusing on practical assignments and projects.
• No traditional end-of-year exams.
• Assessment Criteria:
• Each module is assessed based on specific criteria related to the learning outcomes.
• Assessments may include essays, presentations, case studies, and practical projects.
• Grading:
• Pass/Fail grading system.

Teaching:

• Teaching Methods:
• Interactive lectures, seminars, and workshops.
• Guest speakers from the industry.
• Access to online learning resources and materials.
• Individual and group work.
• Faculty: Experienced and qualified lecturers with industry expertise.
• Unique Approach:
• 92 Programme:
A unique character and personal development program integrated into the curriculum.
• Focus on developing key skills like emotional intelligence, critical thinking, active learning, communication, leadership, and technology skills.
• Industry-inspired curriculum co-designed with industry partners.
• Fixed morning or afternoon timetables for most intakes.
• Multiple start dates throughout the year.
• No traditional end-of-year exams.

Careers:

• Potential Career Paths:
• Marketing Specialist
• Search Engine Optimization Specialist
• Social Media Manager
• Email Marketing Specialist
• Paid Advertising Specialist
• Marketing Analyst
• Career Opportunities:
• High demand for skilled digital marketers in the UK and globally.
• Opportunities in various industries and sectors.
• Potential Employers:
• Marketing agencies
• Digital marketing departments
• E-commerce businesses
• Technology companies
• Start-ups

Other:

• Industry Partnerships: Collaborates with over 60 industry partners to provide students with access to industry-leading expertise, mentorship opportunities, and work-place experiences.
• Location: Taught at the UA92 Business School in Manchester city center.