Advertising and Digital Marketing BA (Hons)

Study level: Undergraduate
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Develop creative, strategic and digital skills for planning and delivering advertising and marketing campaigns in the media landscape.

Course option

Year of entry

Location

Coventry University (Coventry)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

UCAS codes

N590

Start date

September 2026

The information on this page is for 2025-26 entry and should be used as guidance for 2026-27 entry. Please keep checking back on this course page to see our latest updates.


Course overview

Step into the world of advertising and digital marketing with a course that combines creative strategy with digital practice.

With a strong focus on digital communication and customer engagement, you’ll have the opportunity to explore areas such as:

  • content marketing and brand storytelling
  • integrated digital campaigns and omnichannel strategies
  • community building and social media engagement
  • big data and marketing analytics for strategic decision-making
  • crisis communication and reputation management.

The course is designed to support your development as an ethical and socially responsible communicator, with an emphasis on global awareness.

You’ll be encouraged to engage with emerging trends and technologies and to build skills that can support creative and informed decision-making in a dynamic industry.

A star in the centre of a rosette.

Rated Gold Overall

Teaching Excellence Framework (TEF) 2023

Five stars in a speech bubble.

5 QS Stars for Teaching and Facilities

QS Stars University Ratings

City buildings next to a tree.

Top 5 Student City in England (Coventry)

QS Best Student Cities Index 2026

Why you should study this course

  • Practice-led learning: design compelling advertising campaigns in a globally connected world. Learn to engage diverse audiences with culturally sensitive, authentic communication that builds lasting brand trust.
  • Innovative thinking: apply core marketing principles to real-world challenges. Use data analytics to inform digital strategies. Gain confidence in campaign planning, channel management and key areas such as social media marketing, SEO and integrated communications.
  • Hands-on practice: boost your digital literacy through practical experience in campaign design, execution and evaluation. Work with industry-standard software in our specialist DigiComm Lab to develop the skills employers value.4
  • Networking for the future: connect with international alumni and industry professionals through guest speaker events2 and collaborative projects. Build your professional network and gain insights into global career opportunities.

Accreditation and professional recognition

This course is currently accredited by the Chartered Institute of Marketing (CIM) for the 2025/26 academic year and is subject to re-accreditation for the 2026/27 intakes.

CIM Graduate Gateway logo

Chartered Institute of Marketing (CIM) Graduate Gateway Programme

Upon successful completion of the course with a grade of 2:2 or above, graduates will be eligible for modular exemptions, details of which can be found on the CIM website. Please note that additional modules will need to be completed to obtain a CIM qualification. This will incur extra costs, including assessment fees and a registration fee for The Marketing Club. Graduates are required to register with CIM and apply for the relevant exemptions. For more information, please visit the CIM website.



What you'll study

This course has a common first year.

The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn.  

If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).  

Common first year courses 

  • Advertising and Digital Marketing BA (Hons)
  • Business Administration BBA (Hons)
  • Business and Human Resource Management BA (Hons)
  • Business and Marketing BA (Hons)
  • Business Management BA (Hons)
  • Event Management BA (Hons)
  • International Business Management BSc (Hons)
  • Marketing BA (Hons)
  • Sport Management BA (Hons)

In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field. 

Modules

Modules

There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement2 can often be beneficial. Work placements usually occur between your second and final year of study. They’re a great way to help you explore your potential career path and gain valuable work experience, whilst developing transferable skills for the future.

Modules

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.


How you'll learn

Theory and practice-based lectures and seminars aim to develop your knowledge of a range of marketing topics, supported by a suite of industry-based software and hardware4.

You may also have opportunities to:

  • explore consumer behaviour and analysis and have the opportunity to learn how this insight and more can be used to inform the planning and implementation of marketing programmes.
  • take part in group projects2 designed to develop advertising campaigns and hone your analytical skills using simulation games, such as marketing management games designed to develop your understanding and command of the marketing planning process.
  • expand your skills and knowledge of the development and operation of business markets, entrepreneurship and the management of key resources, including human capital, financial management, strategic management, corporate social responsibility and organisational change.

If you choose to start this course in January it will be run as a condensed programme. You’ll start your course in January and finish your first year in August. Upon successful completion of Year 1, you will progress onto Year 2 in September and then continue to start subsequent years of your course in September, completing your degree at the same time as the September starters unless you opt to do a placement year.


Teaching contact hours

As a full-time undergraduate student, you will study modules totalling 120 credits each academic year. You will normally study one 30-credit module at a time. A typical 30-credit module requires a total of 300 hours of study made up of teaching contact hours, guided and independent study.

Teaching hours

Teaching hours may vary depending on your year of study and selected modules. During your first year, you can expect 12-15 teaching hours each week. You will also have the option to attend additional sessions, including time with a progress coach or to meet with staff for advice and feedback. As you progress through your studies, teaching hours may reduce.

Guided and independent study

Throughout your studies, you will be expected to spend time in guided and independent study to
make up the required study hours per module. You’ll be digging deeper into topics, review what you’ve learned and complete assignments. This can be completed around your personal commitments. As you progress through your studies, you’ll spend more time in independent study.

Online learning

As an innovative university, we use different teaching methods including online tools and emerging technologies. So, some of your teaching hours and assessments may be delivered online.


Assessment

This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods may include:

  • phase tests
  • essays
  • group work
  • presentations
  • reports
  • projects
  • coursework
  • exams
  • individual assignments.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.


Entry requirements

Typical entry requirements:

Requirement What we're looking for
UCAS points 120
A level BBB
GCSE

GCSE maths and English at grade 4 / C or Functional Skills Level 2, or other equivalent Level 2 awards

BTEC DDM
IB Diploma 24 points
Access to HE The Access to HE Diploma to include 30 Level 3 credits at Merit. Plus GCSE English and Mathematics at grade 4 / C or above.

Other qualifications and experience

Our students come from a variety of backgrounds, each with a unique story. We recognise a breadth of qualifications. If your qualifications differ from the above, contact our Admissions Team who will be happy to discuss your qualifications and routes into your chosen course.

Contextual offers and Fair Access Scheme

If you meet the criteria for our Fair Access Scheme, you could automatically receive a contextual offer that may be up to 24 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Scheme.

Select your region to find detailed information about entry requirements:


You can view our full list of country specific entry requirements on our Entry requirements page.

If you do not have the typical entry requirements, you may want to consider studying this course with an international foundation pathway. Upon successful completion this should provide you with the knowledge and skills you need to progress onto this undergraduate degree.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

English language requirements

  • IELTS: 6.0 overall, with no component lower than 5.5 

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course. 

For more information on our approved English language tests visit our English language requirements page.

Not got the required grades? We offer this degree with an integrated foundation year.


Fees and funding

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man 2026/27 fees TBC
2025/26 fees: £9,535 per year
Not available
EU 2026/27 fees TBC
2025/26 fees: £9,535 per year with EU Support Bursary**
2026/27 fees TBC
2025/26 fees: £16,800 per year without EU Support Bursary**
Not available
International 2026/27 fees TBC
2025/26 fees: £16,800 per year
Not available

If you choose to study this course with a professional placement2 or study abroad year, you will need to pay a tuition fee3 to cover your academic support throughout your placement year. Students commencing their professional placement in the academic year 2027/28 will pay £1,500 if they are paying UK fees, or £1,800 if they are paying international fees.

For advice and guidance on tuition fees and student loans visit our Undergraduate Finance page and see The University’s Tuition Fee and Refund Terms and Conditions.

The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permits 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 is expected to be in line with inflation.

If you choose to study this course with a professional placement, the University will charge the tuition fees stated above for those on a placement during Academic Year 2027/28. The University will review professional placement tuition fees each year. For UK (home) students, the University may increase fees for each subsequent year of study, but such that it will be no more than 5% above inflation.

For international students, we may increase fees each year, but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them. Find out what's included in your tuition costs.

The following are additional costs not included in the tuition fees:

  • Any optional overseas field trips or visits: £400+ per trip.
  • Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

Condensed course – January start date

If you choose to start this course in January please make sure you check the Fees and Finance page for more information. Although starting this course in January does not prohibit you from being eligible for student finance, the way it is paid in your first year differs from those who start their course in September.

If you start the course in January, your tuition fees will be paid in accordance with the university’s Tuition Fees, Refund and Withdrawal Terms and Conditions for January starters and for any further years of study, your fees will be paid in accordance with the terms for September starters.

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU Support Bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.


Facilities

We have a range of facilities4 available to support our business and marketing students in putting the theories you are taught, into practice. 

DigiComm Lab Seating Area

DigiComm Lab

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

 

 

Three students sat at a desk while lecturer points at screen.

Business Simulation Suite

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

 

Group of people sitting around a table talking

Talent Team

Our dedicated Talent Team can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also aim to organise networking events to introduce you to potential employers and industry contacts2.


Careers and opportunities

Upon successful completion of the course, you will be able to:

  • apply appropriate business concepts, models or techniques to analyse marketing problems.
  • source, analyse and apply appropriate marketing information to support decision making.
  • present ideas and findings and communicate effectively to an audience in written, verbal or electronic format, using appropriate business media and IT applications.
  • identify and analyse relevant sources of marketing information and research techniques across different contexts and cultures.
  • appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
  • effectively use specialist tools in digital and social media marketing using appropriate software.
  • apply appropriate techniques to solve a range of different business management problems, including those of a financial nature.

Our Advertising and Digital Marketing BA (Hons) aims to provide a degree which can easily facilitate entrance into general business management roles or act as a springboard for a variety of marketing roles within areas such as a advertising, branding, product development, category sales, market research and wider marketing.

You can expect to develop a critical and reflective understanding of marketing and its relationship with the wider international business environment. It could lead to potential future specialist career options in such areas as advertising, digital marketing and project coordination, as well as more general roles in business analysis, project management or sales management.

Through completing this degree, you will gain expertise and confidence in key principles of advertising, story-telling, communications and campaigns within a digital context. This could lead to roles working in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management.

Where our graduates work

Some of our past 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 Disney, IBM, Warner Brothers, Virgin Media, Dell, PepsiCo and Network Rail. 

Further study

Upon successful completion of this degree, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our  Master of Business Administration (Marketing). Studied on campus or 100 per cent online, our MBA with Marketing specialism course looks in detail at topics such as strategy, digital and offline marketing, planning and management.

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study.  

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