COURSE CURRICULUM

The Digital Marketing BA (Hons) program provides students with a strong combination of marketing knowledge, creative communication skills, and digital expertise needed for modern business environments. In the first year, students build foundations in marketing, finance, leadership, customer insights, ethical marketing, and professional academic skills. They learn how organisations operate, how consumer behaviour influences business decisions, and how marketing research and sustainability shape modern marketing strategies. In the second year, the course develops specialist knowledge in areas such as digital consumer behaviour, brand management, social media and influencer marketing, marketing communications, and consultancy projects with real clients. Students gain practical experience solving marketing problems, creating campaigns, and analysing customer trends while developing teamwork and strategic thinking skills. Optional modules allow exploration of areas such as digital advertising, creative marketing, omnichannel retail, and people management. In the final year, students focus on advanced digital marketing topics including social media management, big data analytics, critical digital marketing issues, and personal branding. They also explore campaign development, entrepreneurship, global marketing, social marketing, creative communication, and sponsorship strategies. Throughout the course, students combine theory with practical projects, research, and live industry briefs, preparing them for careers in digital marketing, branding, communications, social media management, advertising, and related business sectors.