COURSE CURRICULUM

The Digital Media, PR and Advertising BA equips students with the knowledge and skills needed to succeed in the fast-evolving fields of media, public relations, and marketing communications. In the first year, students are introduced to the foundations of digital content creation, storytelling across multiple platforms, media and communication research, and the professional and creative industries. This year focuses on developing both practical skills and critical understanding of the media landscape. In the second year, students build on this foundation through core modules in media theory and practical digital media work, while pathway modules such as Consumer Culture and Society and Strategic and Marketing Communications deepen their understanding of audiences and brand engagement. Students also select two optional modules from a wide range, including interactive media, web design, journalism, podcasting, and social media content, allowing them to tailor their learning to specific interests and career goals. The final year emphasizes advanced independent work, including a Digital Media Project and a Dissertation or Individual Practice Project, alongside pathway modules in areas such as Data and Society. Optional modules in creative advertising, media law, specialist public relations, and advanced media production further prepare students for professional practice. Graduates emerge with strong digital media competencies, strategic communication expertise, and the creative and analytical skills required to thrive in contemporary media, advertising, and PR roles.