Skip to main content

BA Advertising & Digital Marketing

Learn More

Course Overview

The Advertising and Digital Marketing is an integrated course combining 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.

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:

range of methods including group projects, presentations and pitches are all designed to ensure you are equipped with the necessary skills to boost your career potential.


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.


specialist subjects and modules include advertising, digital marketing, creative marketing, advertising and digitial marketing strategy and digital customer experience

Course Information

The course design has also taken into consideration a professional competencies framework for marketing (CIM 2019), in terms of the core, technical and behavioural competencies that will be required of future professionals of advertising and marketing. CIM, 2019. Professional Marketing Competencies.

It is designed to equip students with the skills needed for a successful career in marketing, focusing on digital marketing. The course 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. Students will also develop their analytical abilities, both online and offline. For example, managing social media, understanding consumers in the digital domain, building online communities, web design and analysis and creating and implementing digital campaigns.

The course also aims to equip students with knowledge of the applied techniques of digital marketing, and an understanding of the development and direction of social media. It will appeal to students interested in increasing both their understanding of digital marketing in general and the strategic use of social media.

  • 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
  • Foundations of Management
  • Organisational Behaviour
  • Marketing, Digital and Social Media
  • Business Decision-Making Using Data Analysis
  • Entrepreneurial Ideation
  • Entrepreneurial Thinking
  • Designing a Research Proposal
  • Integrated Marketing Communications
  • Consumer Behaviour
  • Marketing Insight
  • Creative Marketing
  • Advertising and Digital Marketing
  • Optional – Work Placement*
  • Project
  • Advertising and Digital Marketing Strategy
  • Digital Customer Experience
  • Big Data***
  • Sustainable Marketing***
  • Social Media and Influencer Marketing***
  • Global Marketing***
  • PR and Event Marketing***


  • *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.

We regularly review our course content to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

Close Menu