COURSE CURRICULUM

This Digital Marketing and Public Relations degree is a professionally focused, industry-aligned programme designed to prepare students for careers in marketing, communications, and PR by combining academic theory with extensive practical experience. It equips students with up-to-date knowledge of digital marketing strategy, public relations practice, branding, media production, and communication techniques, while also developing strong analytical, creative, and strategic thinking skills needed in fast-moving digital industries. A major feature of the course is its emphasis on real-world learning through live client projects, where students work with organisations such as corporate brands, NGOs, charities, and social enterprises to design and deliver communication and campaign strategies, helping them build practical experience and professional portfolios before graduation. The programme is strongly connected to industry, with accreditation from the Chartered Institute of Marketing (CIM), and students can also gain membership of professional bodies such as the Public Relations and Communications Association (PRCA), the Chartered Institute of Public Relations (CIPR), and the Marketing Society Scotland, all of which provide networking events, workshops, and exposure to current trends like AI in communications and digital strategy. Teaching is delivered by experienced practitioners and researchers whose work bridges theory and practice, ensuring students learn evidence-based approaches while staying industry-relevant. Work placements further enhance employability by allowing students to apply their skills in the UK or internationally, including partnerships that enable global collaborative projects such as those with institutions abroad. Graduates from the programme are highly sought after by employers including organisations such as the Scottish Government, Dentsu International, and Weber Shandwick, reflecting strong industry recognition of their practical and strategic capabilities. The course also performs well in national rankings for communication and media studies, highlighting its reputation and graduate outcomes. Overall, it is a highly applied, career-oriented degree focused on producing work-ready professionals in digital marketing and PR.