COURSE CURRICULUM

The Digital Marketing curriculum combines marketing theory, creativity, technology, and practical industry experience to prepare students for careers in the modern digital marketplace. In the first year, students develop a strong foundation through core modules including Marketing Fundamentals, Introduction to Digital Marketing, Advertising Fundamentals, Managing the Brand, Design and Creativity for Marketers, and Business Acumen and Entrepreneurship. These modules introduce key marketing principles, branding, customer behaviour, digital marketing concepts, creative communication, and entrepreneurial thinking. The Marketing Fundamentals module focuses on understanding customer needs, market analysis, value creation, and sustainable business success while developing practical skills in digital communication, presentations, and business report writing through coursework. In the second year, students build professional expertise through core modules such as The Agency Executive, Convergent Media, Marketing Research, Digital Tools, Technology and Platforms, and Digital and Social Media. The Agency Executive module provides hands-on experience by allowing students to work with real organisations, apply creative campaign planning to live marketing challenges, and develop practical skills in project management, teamwork, professionalism, and client communication. Students can further tailor their studies through optional modules including Creative Advertising, Consumer Behaviour, and The Corporate IT Landscape. In the final year, students study advanced core modules including Marketing Strategy, Applied Digital Marketing, and Online Community Management, focusing on strategic marketing, digital campaign development, customer engagement, brand positioning, and emerging market trends. The Marketing Strategy module examines how successful organisations create competitive advantage through innovative marketing strategies, supported by insights from industry professionals, guest speakers, and the Chartered Institute of Marketing (CIM). Additional optional modules such as Services and Experiential Marketing, Marketing Across Cultures, Content, Copywriting and Creativity, Brand Impact and Popular Culture, Ethics and Sustainability, and Independent Study allow students to specialise in areas aligned with their career goals. This industry-focused curriculum develops expertise in digital marketing, branding, content creation, market research, social media, strategic planning, creativity, and business innovation, preparing graduates for careers in digital marketing, advertising, brand management, social media management, content marketing, marketing consultancy, e-commerce, and communications.