COURSE CURRICULUM

The Advertising and Digital Marketing degree is structured to build knowledge and skills progressively over three years, combining core marketing principles with practical applications in advertising and digital media. In Year 1, students develop a solid foundation through compulsory modules covering the essentials of marketing, communications, advertising media, digital marketing, consumer behavior, and professional skills. This introduction ensures students gain both theoretical understanding and the practical abilities needed for marketing practice. In Year 2, the focus shifts towards applying knowledge in professional and creative contexts. Modules such as e-marketing, integrated marketing communications, professional practice for the creative industries, managing the communications process, and marketing research and insight provide students with the tools to design, implement, and evaluate effective campaigns. These modules also strengthen analytical, strategic, and research skills, preparing students for the complexity of modern marketing environments. Year 3 builds on this with an emphasis on critical analysis and professional readiness, with modules such as issues in advertising practice encouraging students to evaluate contemporary trends, challenges, and ethical considerations within the industry. By combining academic study with practical experience across all years, the program equips graduates with the creativity, adaptability, and professional insight needed for careers in advertising and digital marketing.