COURSE CURRICULUM

The Digital Marketing programme combines marketing expertise with digital technologies, data analytics, and innovation to prepare students for leadership roles in the modern digital economy. During the first year, students study core modules including The Global Business Environment, Academic, Personal and Professional Development, Live Management Enquiry Project, Marketing Principles, Social Media Channels, Consumer Behaviour and Analysis, Creative Skills for Marketers, and Marketing Communications. These modules provide a strong foundation in business operations, stakeholder relationships, consumer psychology, social media engagement, communication strategies, and creative marketing techniques while developing professional and academic skills through presentations and applied business projects. Students gain an understanding of organisations as open systems operating within dynamic commercial environments and learn how marketing supports business growth and customer engagement. In the second year, students develop specialist digital capabilities through compulsory modules including Agile Methods, Luxury Brand Management, Digital Marketing Fundamentals, Digital Marketing Strategy, Market Research and Analysis, Marketing Innovation Management, and Persuasive Advertising and Insight. Particular emphasis is placed on agile approaches to software development and business innovation, enabling students to understand how organisations rapidly adapt to technological change and evolving customer needs. Through both individual and group projects, students gain experience in teamwork, problem-solving, and strategic decision-making while building expertise in digital platforms, branding, customer insights, and innovation management. In the final year, students undertake advanced modules including Capstone Business Project, Managing Information Systems Change, Strategic Marketing, Marketing Agency, Loyalty and Communications, Marketing in Society, and AI and Marketing. The Capstone Business Project serves as the culmination of undergraduate study, allowing students to conduct substantial independent research on a self-selected topic and integrate theoretical knowledge with practical methodologies and research skills. Assessed through an 8,000-word dissertation or equivalent project and a professional presentation, the programme prepares graduates for careers in digital marketing, social media management, marketing analytics, digital consultancy, customer relationship management, e-commerce, artificial intelligence applications in marketing, and strategic leadership roles across national and international organisations.