COURSE CURRICULUM

The Digital Marketing BA program provides students with a comprehensive understanding of marketing in the digital age, combining theory, analytics, and practical skills. In the first year, students are introduced to the fundamentals of marketing, consumer behaviour, and essential digital marketing skills, including web design and content creation, while exploring digital marketing enterprise and innovation. The curriculum allows flexibility through elective modules, enabling students to tailor their studies to personal interests. In the second year, the focus shifts to data analytics, social media marketing, and consumer insights, teaching students how to measure audience engagement and evaluate performance across digital channels. Modules also explore ethical marketing, global consumer engagement, B2B marketing, and search marketing, with opportunities for work-based learning or study abroad experiences to gain practical exposure. In the final year, students develop advanced skills in customer relationship management, digital marketing strategy, and planning, integrating digital technologies and considering the impact of disruptive business models. Sustainability marketing is introduced to reflect contemporary trends, and students undertake a Final Project, choosing between a dissertation or consultancy report that can involve campaigns, analytics, or creative digital content. Additional elective modules allow further specialisation. Graduates emerge with the knowledge, analytical skills, and practical experience to excel in digital marketing roles and contribute effectively to contemporary business environments.