Digital Marketing BA (Hons)

 

Course Code

UCAS Code: N5P3
International Code: FBLU049

Location

Coventry University (Coventry)

 

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years full-time (study abroad or work placement)

Start date

September 2022


Course overview

Study level: Undergraduate

Develop practical digital marketing skills and gain a comprehensive understanding of how marketing operates in today’s digital world.

Digital media and communications have transformed marketing and advertising, creating exciting potential career options for creative and talented graduates, making it an exciting time to kick-start your career in digital marketing with Coventry University.

  • 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.
  • 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* (subject to availability).
  • Enhance your understanding of digital marketing generally and gain skills to prepare you for potential future career options in marketing communications, advertising, PR, digital marketing, multimedia production or digital graphic design.
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Global Ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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Employability

Career ready graduates, with the skills to succeed

Why you should study this course

  • CIM Graduate Gateway programme* - Gain exemption from certain modules of CIM qualifications upon successful completion of our Digital Marketing BA (Hons) course. Please see the Accreditation section for further information.
  • DigiComm Lab* - Access our DigiComm Lab, equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.
  • Prepare for your future - Prepare for a future career in digital marketing with a work placement*. Past students have secured placements at IBM, Microsoft, Procter and Gamble, L'Oreal, Warner Brothers and Rolls Royce.
  • Industry insight - 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 Kantar.
  • Real world experience - Head out on industry field trips, to advertising agencies and exhibitions*, which have previously included the Digital Marketing Show (subject to availability and additional costs may apply).

Accreditation and Professional Recognition

This course is recognised by the following bodies:

CIM logo

Chartered Institute of Marketing (CIM) Graduate Gateway Scheme

This course is part of the CIM Graduate Gateway scheme, 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.


Memberships

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)

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 2022/23 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.

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.

Zakaria Abdullahi, Digital Marketing BA (Hons), quoted in 2020
A group of students sitting at a table talking

What you'll study

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. 

All of our Marketing degrees share some first year modules, designed to develop your understanding of 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 most of the aspects of deploying e-business and e-commerce within an organisation. All year one modules are mandatory.

Modules

  • The aim of this module is to introduce you to the wide range of secondary information that is relevant to marketing decision making. The difference between primary and secondary research is explored and applied in various business scenarios. The module also introduces you to basic techniques to analyse secondary sources of information. You will be given an opportunity to base your research presentation on a business case study or your work-embedded experience.

    Compulsory

  • This module aims to develop your knowledge and understanding of the fundamental theoretical concepts that underpin the marketing function. You will develop an understanding of key marketing theories related to the marketing mix, consumer behaviour, market research, marketing strategy, ethics and digital marketing which will act as a foundation of your future study.

    Compulsory

  • This module aims to introduce you to a range of learning and communication skills and enable you to develop into an active learner. The module intends to drive skills through the overall course syllabus. You will also be expected to start planning for your future career. Skills gained on this module will enhance your career prospects which you can then apply later in your studies and optimise your possibilities for finding fulfilling employment.

    Compulsory

  • This module will introduce you to Integrated Marketing Communications. The module is designed to explore the range of communication tools, such as Advertising, Direct Marketing, Personal Selling, PR and publicity available to practitioners for developing effective communication/promotional material. The module is focused on application and will therefore involve a significant amount of practical work applying different writing skills and innovative marketing communications skills to real life cases and exercises.

    Compulsory

  • The aim of the module is to provide you with an introduction to the key principles of business organisation and management, which are required to achieve business objectives in competitive markets. The module will give you the opportunity to comprehend and discuss how market-led businesses organise themselves to achieve competitive success.

    Compulsory

  • This module is intended to guide students on the applications of marketing through digital tools. It covers all the aspects of deploying e-business and e-commerce within an organisation. The module builds on existing theories and concepts and questions the validity of these models in the light of the differences between digital and traditional media. It investigates the different strategies of developing and implementing digital marketing and e-commerce to different organisational settings.

    Compulsory

  • The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

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

Modules

  • This module will enhance your knowledge of marketing principles and practices by enabling you to apply these concepts to the marketing planning process framework. This involves the analysis of marketing data to make effective marketing decisions and develop medium term marketing plans. The module utilises a marketing simulation game operating on a web-based software platform.

    Compulsory

  • This module aims to provide you with an insight into how consumers make buying decisions and the various factors, both psychological and social factors that influence the decision-making process. The module provides a sound basis for further study in marketing, advertising and communication psychology.

    Compulsory

  • This module is intended to give you the knowledge and skills needed to understand the creative process. You will examine the relationship between organisations and advertising agencies and will learn how to develop appropriate creative ideas in response to a creative brief. You will learn how to apply creative ideas across a range of media in integrated marketing campaigns. This module will also help you to understand that integrated campaigns are the result of successful management of the campaign across various types of marketing communications agencies.

    Compulsory

  • This module will address today’s business challenges associated with digital analytics. With the revolution of e-commerce and digital economy Digital Analytics has become a key framework for the corporate world and small businesses in twenty-first century. It has become an essential tool for crafting actionable strategy, measuring social media and multichannel effectiveness, and leveraging success through optimal experimentation using correct analytical techniques. Data driven marketing and analytics lies at the heart of twenty-first century business and marketing. This module will help you to understand the fundamentals of digital analytics, such as optimal search engine, everyday clickstream analysis, data capture mechanism, data segmentation, analytics vendor, along with actionable outcome and recommendations.

    Compulsory

  • This module aims to enable you to acquire the confidence and appropriate skills to make an effective transition from education to work. The module has a dual focus: Firstly, you are encouraged to know yourself, to know what kinds of employment you are suited to, and secondly, you are encouraged to develop an awareness of employment markets/potential employers. Skills gained on this module will enhance your career prospects and optimise your possibilities for finding fulfilling employment. You are encouraged to consider, plan and apply for a placement opportunity or work experience.

    Compulsory

  • This module is designed to allow you the opportunity to apply knowledge of web design and principles of digital marketing into a practical project of designing an online presence for a client, according to a brief. You will learn to critically evaluate the client brief and audit their situation and needs, and address them in your practical project.

    Compulsory

  • The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year.

Modules

  • Optional

  • Optional

In your final year, you’ll have the chance to further develop your creative problem-solving skills and will be given the opportunity to assess ‘real’ design briefs for a range of media formats, using major high street brands as examples. You’ll also be able to choose an optional module, which aims to allow you to focus on the creative side of advertising, or on exploring the skills needed to set up your own business in future.

Modules

  • The aim of this module is to enable you to investigate and discuss the latest developments in the academic thinking and practice in marketing and business practice. The module will encourage you to use a range of academic literature to increase your awareness of contemporary marketing issues.

    Compulsory

  • This module aims to enable you to develop and refine skills, allowing you to gain the confidence and the competences needed to make an effective transition from education to employment. Learning gained on this module will enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment and your subsequent career development.

    Compulsory

  • This module aims to develop your knowledge of social media channels, their role in integrated marketing presence of companies and evaluation of their effectiveness. You will gain the knowledge of managing the brands reputation online through use of a variety of tools with a specific focus on social media. You will learn to evaluate the impact of social media activities for brands and how it can support the brand marketing strategy.

    Compulsory

  • This module intends to guide you in understanding and analysing the importance of E-CRM for organisations and their marketing strategy. The module will offer new frameworks derived from current cases and applications of E-CRM within the emerging field of Digital Marketing. Each lesson will take a collaborative approach towards understanding the topic area beyond its analytical and operational perspectives.

    Compulsory

  • This module aims to provide you with an opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse in a specialist area of interest. You will choose an academic area related to your programme of study and apply your independent learning skills to research this area in depth. You will receive academic support through a series of group supervisions and will be allocated a project supervisor.

    The module includes three routes, and you will be given the opportunity to select your preferred route, although all project titles must be approved by the project supervisor in advance of commencing the project. The three routes are:

    Route 1: An individual research-based dissertation
    Route 2: An individual project report
    Route 3: A group project report. Where work is completed as part of a group, each group may have no more than five members.

    Compulsory

  • The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

  • Choose 1 from the following:

    Creative Advertising Development – 20 credits
    The aim of this module is to enable you to develop your creative problem-solving skills using realistic communication design briefs. You will be given the opportunity to assess ‘real’ design briefs for a range of media formats. You will engage in continual developmental work that will allow you to develop a range of ideas, responses and alternative creative solutions.

    Enterprise and Entrepreneurship – 20 credits
    This module aims to develop your understanding of business enterprise, entrepreneurship, start-up processes, effectual and critical thinking as applied to business innovation and creativity. Innovation, creativity and their applicability to entrepreneurship are essential skills for the marketer and business management. The module seeks to provide an academic and experiential perspective in the processes of managing enterprise entrepreneurship.

    Optional

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

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.

  • Focus on practical marketing skills development and emerging themes in marketing, such as E‐CRM, social media, online reputation and digital analytics.
  • 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.
  • Develop your creative skills by 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.

Teaching contact hours

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 8 contact hours per week in the third and final year as you become a more independent learner. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.

Additionally, you will be expected to undertake significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules.

As an innovative and enterprising institution, the university may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the university may deliver certain contact hours and assessments via online technologies and methods.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 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.


Assessment

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

Assessment methods include:

  • Formal examinations
  • Coursework
  • Group reports
  • Presentations

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.


International experience opportunities

The fundamental nature of this course is international in its outlook, drawing on digital marketing best practice from around the world. We run a number of Collaborative Online International Learning projects on the course, which enable 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 may 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.

This course allows you to learn about the basic principles of marketing, whilst also developing greater expertise in the utilisation of digital technologies, for effective marketing communications and analytics.

Ekaterina Kuximina, BA (Hons) Digital Marketing Course Director, quoted in 2021
Students using lego blocks in the classroom

Entry requirements

Typical offer for 2022 entry.

Requirement What we're looking for
A level BBB
GCSE Minimum 5 GCSE's graded 9-4 / A* - C including Maths and English
BTEC DDM
IB Diploma 30-31 points

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

Chat with UK admissions

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 year. Upon successful completion our International Foundation Year - Business will 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: 6.5 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.

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Fees and funding

2022/23 Tuition fees

Student Full time Part time
UK £9,250 per year Not available
International £15,300 per year Not available

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.

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.


Facilities

We have a range of facilities available to support our Digital 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 students the opportunity to improve their 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 organise networking events to introduce you to potential employers and industry contacts.


Careers and opportunities

Designed to prepare you for a successful career in digital marketing, this course offers opportunities to gain industry experience, such as field trips, live cases with clients, business simulations and work experience*. We currently have placement collaborations with employers, including Bromwich Hardy and BioCote. Past students have done work placements such as Marketing Executive at Arden Foods, Marketing Associate at Indivior and Digital Marketing Placement at MSD Pharmaceuticals.

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 an independent learner, communicate to an audience effectively in written, verbal or electronic format and demonstrate effective interpersonal skills and intercultural competence to work in a team.

Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market.You will have the support of the faculty’s dedicated Talent Team which has an extensive network of employers with a wide range of internship possibilities*. The Talent Team will also support you (subject to availability) with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres, as well as putting on frequent employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors.

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 T-Lab Professional.

Further study

Upon successful completion of our Digital Marketing BA (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Digital Marketing Management MSc. You could continue to build on what you have learnt, further exploring how digital marketing strategies are produced, how digital marketing is measured and optimised, and how you can lead in the industry, through modules focused on how to manage global teams and oversee the entire digital marketing process.

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You can explore all of your options using our postgraduate course search tool. 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.


How to apply

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  • Student Contract

    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 2021/22 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.

    Tuition fees

    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.

    Accreditations

    The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery. 

    Facilities

    Facilities mentioned on this page may not be relevant for every course. 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.

    Placements and study abroad opportunities

    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.

    Additional costs

    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), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).