COURSE CURRICULUM

The Digital Marketing and Event Management degree at Abertay University is structured to provide a strong foundation in business and marketing, while offering a clear focus on the planning and promotion of events. In Year 1, students study five core modules that cover essential topics such as accounting, marketing principles, people management, and the role of media in the digital society. The Abertay 101 module helps students transition smoothly into university life and develop effective study skills. This year builds the groundwork for understanding how businesses operate and communicate in a digital environment.Year 2 deepens this knowledge with four modules aimed at building critical business and analytical skills. Students explore business analytics, sustainability in business through the People, Planet, Profit module, human resource management, and the principles of project management. These subjects support students in understanding how to manage people, resources, and data in a responsible and efficient way.In Year 3, the course introduces more specialized content related to event management. Core modules include digital business strategy, prescriptive analytics, fundamentals of event management, and event marketing. These modules help students understand how to design, market, and evaluate events while aligning them with broader digital business goals.By Year 4, the program becomes highly practical and career-focused. Students engage in a live event project where they plan and execute an actual event, applying their theoretical and technical skills in a real-world setting. Additional modules include brand management, strategic marketing, digital public relations, and responsible events, which cover ethical considerations in event planning. The final year equips students with the ability to manage complex marketing campaigns and events professionally and responsibly.This degree prepares students for careers in digital marketing, event management, public relations, and brand strategy by combining analytical skills, creativity, and practical experience.