Digital Marketing BSc (Hons)

Understanding Work-Based Learning

This module is designed to prepare and support you in building a strong foundation on which to develop your academic and professional skills – an essential for success on this course.

Principles of Marketing

This module provides you with a fundamental understanding of the core theories and models of marketing from a bottom-up perspective, including how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management, as well as how to analyse and evaluate alternative approaches in the use of the marketing mix.

Marketing Communications

This module is designed to provide an overall understanding of the tools and techniques used in marketing communications, including internet Marketing and E-commerce, advertising, sales promotions, Public Relations, publicity, personal selling, sponsorship, packaging, merchandising and exhibitions. You’ll learn how and why each tool is used, as well as the advantages and disadvantages of each, how these tools interact with other elements of the marketing mix and how they must all integrate to achieve eventual synergy.

Introduction to Digital Marketing & Campaign Planning

This module introduces you to the ever-evolving, dynamic digital landscape, and helps you develop the skills you need to be an effective digital marketer. You’ll develop an awareness of the challenges and opportunities within digital spheres, the skills and tools required to support and enhance marketing activities, and the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing performance. This will prepare you for integrated campaign planning (online and offline), strategy and creativity, and promotional media in a digital age – within a framework of appropriate ethical considerations and regulations.

Introduction to Organisations & Management

Management in practice requires the ability to support people to work effectively in different organisational contexts. This module aims to develop your ability to analyse the human side of management and diagnose problems affecting performance and organisational effectiveness.

Understanding Consumers and the Customer Journey

Understanding what people need and want, and ensuring it is available at the right price, the right time and through the right channels is the core principle of marketing. This module examines consumer behaviour theory from a contemporary perspective, looking at the psychological and sociological drivers that influence behaviour and how this affects integrated marketing communications (both online and offline). You will also learn how to manage customer relationships, improve customer service, and gain an understanding of the barriers to purchase through the customer journey and learn how to navigate these.

Data and Analytics for the Digital Marketer

Digital marketing allows businesses to set precise goals and objectives, and offers the ability to track, measure, improve and control campaign activity, as part of an iterative cycle of reflection and learning. This module examines the importance of managing digital marketing data for effective decision-making and provides an understanding of how a range of measurement techniques, data sources and analytical tools can provide valuable insights to marketing teams.

B2B Marketing

A greater percentage of businesses sell to other businesses than sell to consumers. Therefore this module is designed to give you an insight into the specific issues involved in strategic business-to-business (B2B) marketing, which will complement your knowledge and understanding of B2C (business-to-customer) marketing gained from this course.

International Marketing

Increasing access to new markets across the world means that marketers face new opportunities and new challenges in the global context. Overcoming cross-cultural barriers remains a key challenge that requires with the ability to communicate effectively to a range of different target audiences. The module examines a range of case studies and international market entry strategies, and assesses the impact of culture on global marketing.

Developing Content for Campaigns

The success or failure of a digital campaign is not solely reliant on understanding the principles of campaign planning, the tools with which to measure associated metrics, or the attitudes and likely behaviours of the targeted customer: content is king. In this module, you’ll learn about the principles of content curation, creation, atomisation and planning and gain both a theoretical and practical understanding of this critical element of digital marketing.

Project Management

Project management is a key skill for a Digital Marketer. Building on the planning skills you’ll develop in the previous module 'Introduction to Campaign Planning', this module focuses on developing your skills in managing marketing projects.

Strategic Brand Management

Brands are very important to consumers and firms. In this module you will learn how to manage these valuable assets, as well as the naming of new products and brand extensions. The concept of brand equity will be developed and explored using the work of leading marketing theorists and practitioners – for instance, Keller’s consumer-based brand equity model, which will be used as a foundation for understanding how brands are built, what their role is and how their equity can be measured.

Creating Impact through Compelling and Visual Content

When marketers understand consumer behaviour, the art and science of creating memorable and impactful visual advertising becomes clearer. This module looks at the history and development of effective creativity in advertising and how this relates to digital marketing. The principles of how advertisers can engage with increasingly empowered and vocal customers on multiple channels, globally and locally, are explored to establish how digital marketers can create or commission successful campaigns, or visual content for their content management plans.

Retailer and Shopper Marketing

The module develops specialist knowledge of the retail industry from a marketing perspective and explores the emerging use of “shopper marketing” which applies a range of research techniques to understand the behaviour of shoppers at point-of-purchase.

Financial and Professional Services Marketing

The global financial crisis highlighted the importance of the financial services sector. It demonstrated that the way in which financial products are designed and marketed can have implications for the stability of the global financial system and for social well-being. This module explores the principles and practice of marketing in a financial and professional services context.

International Intercultural Management

In an increasingly global business environment, those in international business and marketing must possess the insights and skills to interact with customers and stakeholders in a culturally sensitive way. The module will teach you ways to apply these theories to decision-making at the level of the individual, the team and the organisation.

Campaign Showcase

Throughout the course, you will have mastered the principles and skills of planning a digital campaign, from planning principles, to content development. Now you will demonstrate the campaign implementation skills, and your assessment of its impact. In this 30-credit major project module, you will demonstrate the knowledge and skills you have developed throughout the course to create a live campaign.

Please note the modules may change from time to time as the curriculum is refreshed for relevancy and new content is added.