Overview
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 potential career options for creative and talented graduates in digital marketing.
Our course focuses on the development of practical digital marketing skills to give you the chance to gain a real insight to the dynamic world of 21st century business. You’ll have the opportunity to apply your knowledge in our modern digital marketing lab, the DigiComm Lab, and analyse real-life business case studies, designed to help you develop your own expertise and innovation to connect customers, products, services and brands.
You’ll also have the opportunity to hear from industry guest speakers (subject to availability) and have the chance to apply for a company internship or placement with past students working for well-known companies such as Disney and L’Oreal*.
As part of the CIM Graduate Gateway programme, upon successful completion of this course, you could be exempt from studying certain modules of CIM professional qualifications, which could help you to develop your potential future career. Please see the Exemptions section for further information, and note that professional qualifications with the CIM require direct application and additional fees apply.
* Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
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.
COVID-19
The University may deliver certain contact hours and assessments via emerging online technologies and methods across all courses. In response to the Covid-19 pandemic, we are prepared for courses due to start in or after the 2020/2021 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.
Due to the ongoing restrictions relating to Covid-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Global ready
An international outlook, with global opportunitiesEmployability
Career-ready graduates, with the skills to succeedTeaching Excellence
Taught by lecturers who are experts in their fieldCourse essentials
A degree which offers you more, at no extra costAccreditation and Professional Recognition
This course is accredited and recognised by the following bodies:
Chartered Institute of Marketing (CIM) Graduate Gateway Programme
This course is part of the CIM Graduate Gateway programme, with the modules of the course aimed to map to certain CIM professional qualifications. This means that students who successfully complete the Digital Marketing BA (Hons) course at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Direct application and additional fees apply to study modules with the CIM. If the accreditation of this course changes, we will notify applicants and students as soon as possible.
Chartered Association of Business Schools (CABS)
Chartered Association of Business Schools (CABS) – Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers, and supports its members in maintaining world-class standards of teaching and research.
European Foundation for Management Development (EFMD)
European Foundation for Management Development (EFMD) – Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.
Coventry Business School is recognised by the above memberships for the September 2021 intake. There is currently no intention for either of these memberships to lapse however, if either of these memberships were not to be renewed we would notify applicants and students as soon as possible.
Our Facilities
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
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
Students have opportunities to practice simulated trading and other finance-related activities using the various types of demo software available in the Trading Floor.
What our students say
All of the Digital Marketing staff have been nothing short of phenomenal. They are all very friendly, approachable and supportive with anything I needed help with for both coursework and personal issues. Also, all of my lecturers have made their lectures and seminars very engaging, insightful and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.
Course information
The course is designed to give you the opportunity to gain a comprehensive understanding of how marketing operates in today’s digital world.
You’ll have the opportunity to 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 course is intended to prepare you for potential future career options 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 try to enhance your understanding of digital marketing generally or are interested in specific potential future career options in marketing communications, advertising, PR, digital marketing, multimedia production or digital graphic design.
Course specification
Download PDF
Modules
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 have been ranked joint first amongst Modern Universities in England for career prospects - Guardian University Guide 2021
In more detail...
Across a range of sectors, companies are seeking to increase their usage of digital technologies, online marketing and social media to reach potential customers, as well as engage with existing ones. To do this, they are using new platforms, channels and techniques, which require those working within digital marketing to be flexible, knowledgeable and adaptable.
On this course, you’ll have the chance to experience real-life business cases, apply digital analytics, both online and offline, and have the opportunity to learn about the latest trends and challenges from inspiring guest speakers, which have previously included the Marketing Director from ITV Studios, PR Account Director for McCann Erickson and Global Director BRANDZ of Millward Brown (guest speakers are subject to availability).
You’ll have the opportunity to explore brand and corporate communications, consumer psychology and global marketing alongside website design, analytics and social media marketing. You’ll have the chance to appreciate how to better understand and engage customers, creating online word-of-mouth and reducing operational costs by using the, often free platforms and apps offered via Adobe.
Coventry Business School was rated as ‘excellent’ by Eduniversal, an annual ranking of business schools in over 150 countries, in 2019. You’ll be taught by staff who have spent time in industry, in roles such as marketing executives, managers and directors of private and public sector organisations. Many are recognised both nationally and internationally in their respective fields of specialism, publishing their research in the highest quality academic journals, including the Journal of Marketing Management, Journal of Business Research, Psychology and Marketing and Journal of Consumer Behaviour, to name but a few (please note that staff are subject to change).
- The CIM Graduate Gateway award offers direct entry to top-up to CIM’s Diploma in Professional Marketing (one module exemption) after successfully completing your course and being awarded a degree or in the three years following, upon successful completion of two additional modules. (subject to additional costs and direct application to study CIM qualifications. See Exemptions section for more details).
- Use of our modern 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, online reputation and digital analytics.
- Opportunities to participate in industry field trips, to advertising agencies and exhibitions, which have previously included the Digital Marketing Show (subject to availability and additional costs may apply).
- Opportunity to apply to spend a year on a business placement in the UK or overseas* (subject to additional costs, application process, availability and meeting any applicable visa requirements). Past students have secured placements at, for example, IBM, Microsoft, Procter and Gamble, L'Oreal, Warner Brothers and Rolls Royce.
- Research-inspired teaching from staff that are currently active in the areas of branding, as well as guest speakers such as Brandz Global Director and esteemed visiting professors (subject to availability).
- Support from our dedicated employability support unit, who can help you secure a placement*, which you can take during an optional placement year, an internship, which could be offered during university breaks, or a graduate role through support on topics including CV writing and assessment centre preparation (subject to availability).
- * Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
Support from our dedicated employability support unit, the Talent Team, who can help you secure a placement, internship or graduate role through support on topics including CV writing and assessment centre preparation.
The main study themes covered on the course 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, web analytics and social media integration, creating and implementing digital marketing campaigns, as well as having the chance to develop your copywriting and blogging skills.
- Research: This forms an important part of your course, aiming to give 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 full-time basis if you opt for a study abroad or placement year*, where between Years Two and Three there is one year of work experience, in the UK or overseas, or study abroad at a partner institution (subject to additional costs, application process availability and meeting any applicable visa requirements)
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 have the opportunity to 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.
In addition, as a student of Coventry Business School, you will have access to one of our Progress Coaches, subject to availability, who will be able to support your academic progress through drop-in sessions or one-to-one meetings.
Teaching methods include: a mix of classroom and lab based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.
* Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
Teaching methods include: 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 of the course you will be able to:
- Analyse customers and stakeholders and their role within the digital marketing environment.
- Understand, evaluate and apply the principles and latest developments in theory of digital marketing.
- Identify and apply an appropriate depth of analysis and interpretation of data from relevant sources of marketing information and research techniques by using digital analytical tools.
- Understand and apply selected specialist sub-disciplines within digital marketing, advertising and management.
- Understand and apply creativity to design and evaluate ethical and sustainable solutions for a range of digital marketing situations.
- Evaluate and apply tools used in digital and social media marketing using appropriate software.
- Demonstrate a professional level of transferable, practical and cognitive skills to address complex problems in response to different digital marketing challenges.
- Develop international and cross-cultural perspectives on the opportunities and challenges of digital marketing, and apply management and operational plans to achieve digital marketing goals in these diverse contexts.
- Act as independent learners, communicate to an audience effectively in written, verbal or electronic format and demonstrate effective interpersonal skills and intercultural competence to work in a team.
We set out below the typical teaching contact hours that you will receive on this course. Teaching contact hours will vary in different semesters and years of study and may vary due to module selection. In addition to the contact hours below, we offer the opportunity to attend additional optional sessions, including sessions with the Faculty’s progress coaches, or to meet with staff during their advice and feedback hours.
Within your first and second year, you will have around 12 contact hours of teaching a week which includes:
- Medium group teaching: seminars or workshops per week
- Large group teaching: lectures each week.
In your final year, if you are undertaking a project/dissertation, there is a greater emphasis placed on independent study and therefore total contact hours may be reduced.
In addition, you will be expected to undertake a significant amount of self-directed studying and revision in your own time each week, which may include, for example, guided study using hand-outs or online activities.
You will have the opportunity to gain an international experience* in many ways. Coventry is a multicultural university, so our typically diverse student and staff body helps to facilitate a multicultural learning environment. However, the fundamental nature of this course is also international in its outlook, drawing on digital marketing best practice from around the world.
You could also choose to spend time abroad, studying or working, either on a summer placement during university holiday’s or during an optional placement year in your third year*. 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, former 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, former students have worked with peers across the world, including USA, Malaysia and Europe.
Throughout the course you will have opportunities to visit relevant companies to gain a real-life experience of marketing, either at home or 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.
* Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
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 2018/19, we provided a total of 5,469 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 experiences1st for
international experiences
Sending more students overseas than any other UK uni in 2016/17
5,469
Student experiences
The number of student trips abroad for at least 5 days in 2018/19
12,000
and counting
The number of students we’ve helped travel internationally since 2016
12
global programmes
As well as trips, we offer other opportunities like language courses
What our students say...
All of the Digital Marketing staff have been nothing short of phenomenal. They are all very friendly, approachable and supportive with anything I needed help with for both coursework and personal issues. Also, all of my lecturers have made their lectures and seminars very engaging, insightful and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.
Entry Requirements
What our students say...
All of the Digital Marketing staff have been nothing short of phenomenal. They are all very friendly, approachable and supportive with anything I needed help with for both coursework and personal issues. Also, all of my lecturers have made their lectures and seminars very engaging, insightful and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.
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.
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.The following are additional costs not included in the fees:
- Any optional field trips or visits (whether in the UK or abroad)
- Any costs associated with securing, attending or completing a placement (whether in the UK or abroad)
- Any optional exams towards professional body qualifications
This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to) travel, accommodation, activities and visas.
EU student fees
EU nationals starting in the 2020/21 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 starting in the 2020/21 academic year 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 starting in the 2020/21 academic year 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.
What our students say...
All of the Digital Marketing staff have been nothing short of phenomenal. They are all very friendly, approachable and supportive with anything I needed help with for both coursework and personal issues. Also, all of my lecturers have made their lectures and seminars very engaging, insightful and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.
Career prospects
Graduate Immigration Route visa
Based on current information from the UK Government, international students whose study extends beyond summer 2021 may be eligible for a visa under the UK Government’s Graduate Immigration Route, which will enable students to stay and work, or look for work, in the UK at any skill level for up to two (2) years. Check the most up to date guidance available to check your eligibility and any updates from the UK Government before making an application or enrolment decision.
This course is currently part of the CIM Graduate Gateway Programme. This means you can gain key certain exemptions for professional qualifications with the CIM upon successful completion of the course, which could help you to complete further qualifications in less time after graduating (additional fees apply to take professional qualifications with the CIM, and direct application is required. Please see the Exemptions section in the Overview tab for more detail).
You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Faculty employability team also have an extensive network of employers with a wide range of internship and placement possibilities*. The team will also support you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. The Faculty also hosts frequent employer events, which allow you to network with companies offering graduate roles, internships, which you can undertake during university holiday’s and placements, which can be taken during an optional placement year* in your third year, in relevant fields, such as marketing.
Coventry University is committed to preparing you for your potential future career options 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 potential future career options.
* Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
Where our graduates work
Some of our previous graduates 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 and Chime Communications.
Other previous students have gone on to postgraduate academic study (please note that further study opportunities are subject to availability, competitive application, meeting any applicable visa requirements, and additional costs may apply).
What our students say...
All of the Digital Marketing staff have been nothing short of phenomenal. They are all very friendly, approachable and supportive with anything I needed help with for both coursework and personal issues. Also, all of my lecturers have made their lectures and seminars very engaging, insightful and practical, everything I have learned feeds into completing coursework and enables me to research and explore around topics taught.
Disclaimer
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 2020/21 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 tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.
For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.
