COURSE CURRICULUM

The Creative and Cultural Industries: Design Marketing BA (Hons) at Kingston University develops students’ skills in creativity, design thinking, marketing and digital communication over three years. In the first year, common to all creative and cultural courses, students explore visual communication, storytelling, design thinking and industry-relevant design software, working individually and collaboratively. They also study the management and strategy of creative enterprises and the historical development of art and design practices, providing a strong foundation for further study. The second year focuses on the principles and skills of design marketing and user experience, with particular attention to digital customer journeys. Students learn design and prototyping software for websites and apps, while developing expertise in conceptualisation, visualisation, storyboarding, branding, entrepreneurship, project management and strategy. Opportunities for live case studies and summer internships enhance practical experience and employability. In the final year, students engage with cultural entrepreneurship, exploring ways to build sustainable independent careers. The year also emphasizes ideation and execution of digital marketing materials. The major project allows students to research a current marketing issue and deliver tailored visual communication solutions, supported by supervisors. Core modules include Design Marketing, Culturepreneurship, Future Skills Apply and Professional Portfolio development. By graduation, students are equipped with creative, strategic and practical skills for careers in design marketing, digital media, brand management, consultancy or entrepreneurial ventures in the creative industries.