COURSE CURRICULUM

The Digital Marketing and Business Management degree at Abertay University offers a comprehensive curriculum designed to develop both foundational business knowledge and advanced digital marketing skills. In Year 1, students are introduced to core concepts through five essential modules. These include accounting basics, marketing principles, people management, and the impact of media in the digital society, along with a module focused on academic success at university. This foundational year helps students build critical understanding of how businesses operate and how marketing functions within that context.Year 2 builds on this knowledge with modules that address key business and management practices. Students explore human resource management in theory and practice, learn essential business analytics skills, examine the integration of sustainability and ethics through the "People, Planet, Profit" module, and develop practical planning abilities in project management. These subjects help students understand broader business functions while building data literacy and responsible business thinking.In Year 3, the focus shifts to digital marketing and consumer engagement. Core modules include digital business strategy, consumer behaviour and market intelligence, marketing communication and design, predictive analytics, and customer relationship management. These areas equip students with the ability to create effective digital strategies, understand target audiences, and design impactful marketing campaigns.Year 4 refines students’ expertise through advanced modules. They study brand management, strategic marketing, computational analytics, and digital public relations. These subjects allow students to develop leadership-level marketing strategies, analyze complex data sets, and manage public image and engagement in the digital space.Throughout the program, students gain a balanced blend of analytical skills, creative thinking, and strategic insight. The degree prepares graduates to enter a wide range of roles in marketing, communications, and business management, particularly in digitally focused industries and global markets.