Digital Marketing BA (Hons) 2019/20 entry

Course code:


Study options:

3 years full-time



Coventry University


September 2019



Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 2222


The future of marketing: this course is for those who love social media, influencers, brands and getting your message out to your audience.

Digital media and communications, particularly social media, have transformed marketing and advertising, creating exciting careers for creative and talented graduates.

Our course focuses on the development of practical digital marketing skills to give you a real insight to the dynamic world of 21st century business. You’ll apply your knowledge in our state-of-the-art digital marketing lab and analyse real-life business case studies, developing your own expertise and innovation to connect customers, products, services and brands. 

You’ll gain a Chartered Institute of Marketing (CIM) accredited degree, the opportunity to complete the CIM Diploma in Professional Marketing, hear from industry guest speakers and the chance to apply for a company internship with past students working for well-known companies like Microsoft, Procter and Gamble, L’Oreal, Disney and Rolls Royce.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities


Career-ready graduates, with the skills to succeed

Teaching Excellence

Taught by lecturers who are experts in their field

Course essentials

A degree which offers you more, at no extra cost

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the BA Marketing at Coventry University are exempt from the CIM Certificate in Professional Marketing, as well as the first module of the CIM Diploma in Professional Marketing via the Graduate Gateway scheme.

European Foundation for Management Development (EFMD)

As a mark of our quality and international perspective, Coventry Business School is an active member of the European Foundation for Management Development (EFMD) and Chartered Association of Business Schools (CABS), as well as being signatories to the United Nations Principles for Responsible Management Education (UN PRME) initiative. Our experiences and involvement with these organisations will enhance the quality of your educational experience.

Chartered Association of Business Schools (CABS)

Our Facilities

DigiComm Lab Seating Area

DigiComm Lab

Designed to build creative minds, the DigiComm Lab is equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.

Business Simulation Suite

Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give students the opportunity to improve their business skills.

Trading Floor

Trading Floor

Students have opportunities to practice simulated trading and other finance-related activities using the various types of demo software available in the Trading Floor.

Course information

The course is designed to give you a comprehensive understanding of how marketing operates in today’s digital world. You’ll learn about marketing, social media and digital technology, using a variety of analytical tools to critically evaluate digital marketing problems and develop appropriate solutions for organisations to manage their online presence.

The flexibility, mass reach and reduced costs of digital marketing mean organisations across every sector are increasingly seeking to use digital technologies, online marketing and social media to reach and engage with their existing and potential customers. 

Our degree is intended to prepare you for careers in this changing world, combining the key aspects of marketing, communications and technology in a range of contexts and cultures. It will suit you if you wish to enhance your understanding of digital marketing generally or are interested in specific careers in marketing communications, advertising, PR, digital marketing, multimedia production or digital graphic design.

Course specification
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In your first year, we will introduce you to the fundamental theoretical concepts that underpin the marketing function, in particular the role of consumer behaviour in marketing and selling situations. We’ll then explore the applications of marketing through digital tools, covering all the aspects of deploying e-business and e-commerce within an organisation.


  • Marketing Research and Data Analysis

  • Employment and Academic Skills

  • Marketing Principles and Practice

  • Introduction to Integrated Marketing Communications

  • Organising for Business

  • Introduction to Digital Marketing


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


During the second year, you’ll develop more specialist knowledge, understanding and skills in key areas like advertising and website design. You’ll learn how to manage social media, build online communities, create and implement digital campaigns, as well as the impact of key developments in digital and social media on organisations, particularly within the communications and retail industries.


  • Career Preparation

  • Consumer Behaviour

  • Marketing Management

  • Applied Advertising and Campaign Management

  • Digital Analytics

  • Designing Online Presence


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


After your second year, you have an opportunity to take a sandwich year, studying abroad or go on professional placement. Within the Business School, previous digital marketing placements have involved social media, analytics and web design, so you could expect to do something similar.


In your final year, you’ll further develop your creative problem solving skills and will be given the opportunity to assess ‘real’ design briefs for a range of media formats; students on similar courses have worked with the likes of Sky and John Lewis.

During all three years, you will create a Digital Portfolio, which will be completed with your final project, in which you will either research a topic of interest or work in collaboration with an industry partner. For example, current dissertation subjects range from consumer behaviour in social media and digital advertising to consumer power in the wake of digital marketing tools.


  • Career Development

  • Contemporary Marketing Issues

  • E‐CRM and Strategy

  • Social Media and Online Reputation

  • Optional modules

    1 from the following:

    • Creative Advertising Development
    • Entreprise and Entrepreneurship

    1 from the following:

    • Digital Marketing Portfolio
    • Advanced Marketing Project (Dissertation)


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.


We are ranked as the 15th best University in the United Kingdom

Guardian University Guide 2020

In more detail...

  • CIM Graduate Gateway award with direct entry to top-up to CIM’s Professional Diploma in Marketing (two module exemptions), which can be studied immediately after your degree or in the three to five years following.
  • Use of state-of-the art digital communications lab – the DigiComm Lab –  equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Focus on practical marketing skills development and emerging themes in marketing, such as E‐CRM, social media and online reputation and digital analytics.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.

Placement opportunities with blue chip companies, such as IBM, Hewlett Packard, Warner Brothers, 3M, BMW and Peugeot.

Your main study themes are:

  • Marketing: You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.
  • Communications: You will study concepts such as stakeholder communications and communications analysis techniques to support your digital marketing practices.
  • Digital Marketing: You will study topics such as website design and development, web analytics and social media integration, creating and implementing digital marketing campaigns, as well as developing your copywriting and blogging skills.
  • Research: This forms an important part of your degree, giving you skills in primary and secondary research. You will put this into practice by undertaking an independent and in-depth study of a digital marketing topic of your choice. This will form the basis of your final year dissertation.

This course is available on a three-year full-time basis or a four-year sandwich basis, where between Years Two and Three there is one year of work experience or study abroad at a partner Institution. You will be allocated your own academic personal tutor who will meet you regularly to discuss your progress and guide you on a range of matters.

The fast-paced world of marketing typically involves tight deadlines and pressure from clients to complete work with short turnaround times. To an extent, our teaching and learning style has been designed to emulate this in order to communicate the reality of work life, so you’ll work on ‘live’ projects with a set brief, budget and timescale. 

Many aspects of digital marketing and advertising involve creativity and innovation, so we also offer a range of opportunities for you to develop your creative skills. For example, using real-life briefs from the D&AD awards, practical challenges, responding to creative briefs or examining topical ‘live’ case studies, such as John Lewis and Amnesty International.

There are a range of field trips offered to all Marketing students, both nationally and internationally, for example, in the past to Cadbury’s World to gain an insight into the company’s marketing strategies.

These not only help you to bond with fellow students, but also provide exposure to industry and develop your intercultural competencies. We are also hoping to organise a programme of guest speakers in a host of emerging topics, such as content marketing and analytics.

Teaching methods include:<br> a mix of classroom and lab based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.

This course will be assessed using a variety of methods which will could vary depending upon the module. Assessment methods include formal examinations, coursework, group reports and presentations. This course is predominantly assessed by coursework.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards the achieving the intended learning outcomes. Assessments may include exams, individual assignments or group work elements.

On successful completion, you will be equipped with the skills to:

  • Demonstrate a comprehensive knowledge and understanding of: customers and stakeholders and their role within organisations; the essential principles and practices of digital marketing and their applications; how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques; how to evaluate and apply the management and operational aspects of digital marketing across different contexts  and cultures; selected specialist sub‐disciplines within digital marketing, advertising and management; current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing; and the tools used in digital and social media marketing using appropriate software.
  • Apply appropriate techniques to solve digital marketing problems across social and digital media.
  • Communicate effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Analyse, synthesise, and evaluate marketing information and digital analytics salient to marketing.
  • Source, analyse and apply appropriate marketing information to support digital marketing and/or digital communication decision making.
  • Communicate ideas and findings effectively in a range of formats to different audiences.
  • Work effectively independently and in teams to develop and implement creative ideas in response to a digital marketing brief.
  • Plan, design and execute a substantive piece of independent intellectual work which evidences engagement with appropriate theory and professional practice in the domain of digital marketing.

In a typical teaching week, you will have up to 14 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: 2 hours per week.
  • Medium group teaching: 8 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 4 hours of lectures each week

In addition, you will be expected to undertake a further 22-24 hours of self-directed studying and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. 

You can choose to spend time abroad, studying or working, either on a summer placement or sandwich year out. We have long-running partnerships with a number of overseas universities, including KH Leuven in Belgium, School for Higher and Professional Education (SHAPE) in Hong Kong and PSB Academy in Singapore. In the past, marketing students have undertaken industry placements with IBM, L’Oreal, Rolls Royce and Warner Brothers.

We also run a number of collaborative Online International Learning projects on the course, which enables you to work with students across the world on a live project. In the past, students have worked with peers across the world, including USA, Malaysia and Europe.

Throughout the course you will visit relevant companies to gain a real-life experience of marketing, both at home and abroad. Previous cohorts of students have travelled to universities in Malaysia and Dubai to learn more about the culture and different approaches to teaching. They have also visited Leuven in Belgium as part of the annual Marketing Week conference with an opportunity to take part in a competition to create a brand. 

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2016/17, we were able to provide a total of 3,482 experiences abroad that lasted at least five days.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA 2016/17)


Student experiences

The number of student trips abroad for at least 5 days in 2016/17


and counting

The number of students we’ve helped travel internationally so far


global programmes

As well as trips, we offer other opportunities like language courses

Entry Requirements

University Course Code: BESU041
A Level BTEC IB Diploma GCSE requirement
ABB DDM 31 points 5 GCSEs at grade A*-C including English, Mathematics, or specified equivalents.


A-Level applicants are required to have three
 A2 Levels. Coventry University may include AS grades within an offer for certain courses, but we are not able to accept two AS Levels in place of one A2 Level. In some courses it may be necessary for entrants to have passed specific A2 Levels in nominated subjects. Please see the course pages for more information.

Access Diplomas

The Access to HE Diploma to include 30 Level 3 credits at Merit or higher, plus GCSE English Language and Mathematics at grade A*-C, or specified equivalents.

Coventry University welcomes applicants who have completed, or who are studying, the Access to HE Diploma developed by the Quality Assurance Agency for Higher Education (QAA). Successful completion of the course will require you to gain 60 credits with at least 45 to be achieved at Level 3 (with the remainder at Level 2). In some cases we will require you to have gained Merit or Distinction grades in a number of units or in nominated subjects. For more information on the entry requirements for your chosen course please see the relevant course pages.

BTEC Level 3 Diplomas

The University will accept the BTEC Level 3 Extended Diploma for entry to most courses. In some cases we will require applicants to have studied either certain named modules or a specific named Diploma. The appropriate course page will have full information on the entry requirements. The University also accepts the BTEC Level 3 Subsidiary Diploma and BTEC Level 3 Diploma for entry to degree programmes, provided that they are studied in combination with other qualifications that provide a total volume of study that is equivalent to three A2 Levels. For example, you could be studying a BTEC Level 3 Diploma plus an A2 Level, or a BTEC Level 3 Subsidiary Diploma plus two A2 Levels. Where a specific A2 or BTEC subject is required for entry then you must be offering this as part of your combination of qualifications.


Please visit our page on European entry requirements for more information about specific country information.

English as a Foreign Language This course requires IELTS 6.0. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail


Select your region to find detailed information about entry requirements:

English as a Foreign Language This course requires IELTS 6.0. Pre-sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Unconditional offers

We want to recruit the best students to Coventry and having assessed applicants' past, current and predicted performance and commitment to the course we feel that it is appropriate to reward consistently high-achieving students with an unconditional offer from Coventry University. It is a commitment from us with regard to an applicants’ potential as an excellent undergraduate and we hope that this will encourage such applicants to join the Coventry community. Personal statements and references will also be taken into account and, for some degree courses, an interview will form part of the assessment. The criteria for unconditional offers will vary across the University as entry requirements for specific courses differ and not all degree courses will be taking part in the Scheme.

We will consider other qualifications for a pre-result unconditional offer providing that you have an appropriate proven performance at GCSE (or equivalent) level and predicted grades in line with grades that we expect to see at A-level. Other qualifications that we may consider for a pre-result unconditional offer include: The International Baccalaureate Diploma, BTEC Level 3 qualifications, Cambridge Pre-U and combinations of qualifications (e.g. BTECS plus A-levels).

An unconditional offer is what it says it is. So, if you don’t meet your predictions then your place at Coventry is still guaranteed. However, we would hope and expect that you continue to work hard to make the most of your potential and be best prepared to study at university level.

We can’t but our experience over the years has shown us that students with a track record of high grades and excellent predictions are very likely to achieve those grades. Our assessment takes into account all elements of your application to allow us to take a holistic view of your potential. There is also the opportunity to apply to one of the Coventry University Scholarships if you achieve the required grades so there is a financial incentive to aim high. Unconditional offers are only made to individuals who have demonstrated their commitment so we believe their focus and determination is unlikely to waver in the final stages of their qualifications.

No, the unconditional offer is only available to those who will take up their place in 2019.

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

For more information, please visit our Finance pages.



September 2019

£9,250 (per year)

UK Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship.

Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.



September 2019

£9,250 (per year)

EU Scholarships

For the September 2019 intake we're investing in a range of EU Academic Excellence scholarships for high achieving and enterprising students. Fulfil your potential this academic year with Coventry University!



September 2019

£13,250 (per year)

International Scholarships

For the September 2019 intake we're investing in a wide range of Academic Excellence scholarships for high achieving and enterprising international students. Fulfil your potential this academic year with Coventry University!

Course essentials at no extra cost

We're committed to communicating study costs clearly to make sure you're not faced with having to make any unexpected payments.

This is why our ‘Flying Start’ package provides you with a few course essentials. Your full-time fee for an undergraduate degree will cover the following:

UK field trips

Any mandatory site visits and trips within the United Kingdom.

Key material

This can include core textbooks, software and equipment.

Laser prints

1,000 A4 sides of black and white laser printing credits per year.

Optional year

Pay no tuition fees for optional work placements or study abroad trips.

EU student fees

EU nationals and their family members starting in the 2019/20 academic year remain eligible for the same fees as home students and the same financial support. Financial support comes from Student Finance England, and covers undergraduate and postgraduate study for the duration of their course, providing they meet the residency requirement.

For tuition fee loans

EU nationals must have resided in the European Economic Area (EEA) or Switzerland for the three years prior to the start of their course. The purpose of that three year residency should not have been mainly for the purpose of receiving full time education.

For maintenance loans

EU nationals must have resided in the UK and Islands for the five years prior to the start of their course. The purpose of that five year residency should not have been mainly for the purpose of receiving full time education.

Career prospects

Our course is one of only a handful in the UK that is accredited by the CIM for a Dual Award. This means that straight after your degree you can go on to achieve the CIM Diploma in Professional Marketing, significantly enhancing your career prospects.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. They also maintain a dedicated Facebook group to keep you up to date will all the opportunities and activities. 

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Where our graduates work

Previous graduates on similar courses have gone on to a range of careers in Marketing, Advertising, PR, Brand management, Marketing Research, Digital Marketing, sales and general management with a wide range of large and small organisations, such as IBM, Hewlett Packard, Rolls Royce, Procter and Gamble, Jaguar Land Rover, Silverstone, McCann Erickson, Volkswagen, South African Airlines, Millward Brown, Chime Communications. Other students have gone on to postgraduate academic study.


By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The University will charge the tuition fees that are stated on the course webpage and in the prospectus for the first year of study. The University will review tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase for UK and EU Students is expected to be in line with inflation. For international students, the University may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
QS Five Star Rating 2019
Coventry City of Culture 2021