COURSE CURRICULUM

The BA Advertising and Digital Marketing program offers a comprehensive and practice-oriented curriculum that prepares students for the fast-evolving world of advertising, marketing, and brand communication. In the first year, students gain foundational knowledge in advertising principles, branding, digital marketing, and public relations. They develop core competencies in campaign planning, creative thinking, and media tools through modules like Creative Toolbox and Digital Marketing 101. Courses such as Fundamentals of Marketing and The Sustainable and Ethical Marketer provide an understanding of market dynamics and the ethical responsibilities of modern marketers. Financial Planning for Marketers introduces budgeting and financial analysis skills, vital for marketing professionals. Personal and professional development is also supported through targeted modules to aid the transition into academic life and future employment. In the second year, students apply theory to practice through modules like Creative Project and Digital Advertising Campaigns, working on live briefs and gaining industry-relevant experience. They explore consumer behaviour, digital customer experiences, and the global advertising landscape, while developing key analytical and strategic skills through courses such as Social Listening, Integrated Marketing Communications Management, and Social Media Planning. The focus broadens in the final year to embrace emerging trends and specialist practices. Compulsory modules cover critical areas such as Branding in Virtual Worlds, ESG in Practice, Marketing Data Analytics, Digital Marketing Strategy, and Digital Innovation. Students can further tailor their learning through options like Consultancy Project, Dissertation, Advertising and Social Media Strategy, and Sponsorship and Influence, giving them the flexibility to align their studies with their career aspirations. Throughout the program, a strong emphasis is placed on real-world engagement, digital tools, ethical marketing, and analytical capabilities, ensuring graduates are well-prepared for careers in digital advertising, branding, campaign management, and strategic communication in a global and technology-driven environment.