COURSE CURRICULUM

The BSc Advertising and Digital Marketing program offers a structured and practical learning journey focused on preparing students for careers in modern marketing environments. In Year 1, core modules such as Introduction to Markets, Marketing Fundamentals, Marketing Communications, Professional Development for Marketing, and Understanding Consumers provide the foundations of marketing knowledge, developing an understanding of market behaviour and communication strategies. Students can also choose from optional modules including Computing for Business Decision Making, Economics for Business, Foundations of Entrepreneurship and Innovation, or organisational studies. Year 2 builds on this foundation with core modules in Consumer Behaviour, Creative Advertising, Digital and Social Media Marketing, Marketing Communications in Practice, and Research Methods, allowing students to apply theory to real-world marketing and digital media contexts. A range of optional modules such as Study Abroad, Innovation and New Product Development, Language and Creativity in Advertising, or Visual Cultures offer opportunities for personalisation. In Year 3, core modules include an Advertising Consultancy Project, Brand Strategy, Influencer Marketing, and Media Planning, giving students industry-facing experience and strategic skills. Optional modules such as Advanced Consumer Behaviour, Contemporary Issues in Marketing, or Strategic Marketing allow students to specialise further and enhance employability and professional readiness.