COURSE CURRICULUM

This program is structured to provide a comprehensive foundation in digital marketing during Year 1, combining strategic insight, practical application and analytical skills to prepare students for careers in the digital economy. Core study begins with Marketing Research Methods, which develops the ability to collect, analyse and interpret data to support informed marketing decision-making. Digital Disruption explores how emerging technologies and digital innovation are transforming markets, business models and consumer behaviour. Digital Marketing Communications forms a central component of the course, focusing on the planning, integration and evaluation of digital campaigns across multiple platforms. Social Media Strategy develops skills in creating, managing and measuring effective social media activity, while Understanding the Digital Customer examines online consumer behaviour, engagement and journey mapping in digital environments. Together, these modules provide a well-rounded understanding of how organisations communicate with, influence and retain customers in an increasingly digital world. Students also complete a substantial final assessment through the Marketing Project, which allows them to apply their learning to a real-world or research-based marketing challenge. For those who choose a Placement or Project Year, the Research Dissertation or Marketing Project is replaced by a professional placement or independent project module, offering valuable practical experience and enhancing employability within the digital marketing industry.