Digital Marketing and Analytics BSc (Hons)

Undergraduate

Three students walking through the City of London with the Gherkin Building in the background

Become a future-ready digital marketer equipped to design and develop impactful, insight-driven, strategic and innovative digital marketing campaigns.

Course option

Degree with foundation year

Year of entry

2026-27 2027-28

Location

Coventry University London (City of London)

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

UCAS codes

N55B

Start date

September 2027
November 2027
January 2028
March 2028
May 2028
July 2028

How to apply

Your UCAS Guide

Download a prospectus

Course overview

This course combines strategic thinking, AI tools and data to help you develop an understanding of consumer behaviour, emerging technologies and how to lead creative, responsible marketing and brand campaigns.

Course content has been designed to reflect current industry needs and includes opportunities to:

develop knowledge of digital strategy, Big Data, AI and brand storytelling
explore how to create marketing campaigns across digital platforms, with a focus on ethics and sustainability
work on industry-informed projects and use marketing tools commonly found in professional settings.

Global ready

An international outlook, with global opportunities

Icon of human figure in front of whiteboard

Teaching excellence

Taught by lecturers who are experts in their field

Employability

Career-ready graduates, with the skills to succeed

Why you should study this course

As a student on this course, you will have the opportunity to:

develop hands-on skills through applied modules and project work exploring digital marketing strategy, campaign planning and consultancy-style tasks inspired by aspects of industry practice
use a range of digital tools and platforms, including select AI-based technologies, to support your understanding of data-informed marketing
explore how sustainability and social responsibility influence marketing, and learn how to create campaigns with purpose and accountability that leave a positive impact on society
build a portfolio through coursework projects that may include brand storytelling, campaign planning and data analysis, helping you showcase your skills and progress to future employers
focus on career development, with access to guidance and resources from the university’s careers and employability services.

What you'll study

Modules

Business Economics – 30 credits

Learn about the economic environment in which businesses operate, providing a fundamental understanding of economic systems and principles. Explore how resources are allocated in a market economy, and examine different market structures and their impact on businesses and consumers, and assess the role of government in economic decision-making. Learn about key economic issues, including inflation, unemployment and economic growth, as well as the influence of the international economy.

Compulsory

International Business Environment – 30 credits

Gain a comprehensive understanding of the global business environment, including the economic, political, cultural and legal factors that influence international business operations. Learn the skills and knowledge needed to understand and manage the challenges of doing business in different countries.

Compulsory

Marketing Essentials – 30 credits

Learn about fundamental marketing concepts, including consumer behaviour, the marketing mix and branding. Explore the role of digital media channels and technologies in developing effective communication strategies. Gain essential market research skills to analyse consumer needs and inform marketing decision-making in a competitive business environment.

Compulsory

Digital Technology and Business Decision Making – 30 credits

Learn how digital technology can help businesses make decisions and how using data can improve business performance. You will have the opportunity to use digital transformation, business technologies and data-driven insights to assess performance across business operations. Use practical activities to identify and interpret positive, neutral and negative performance trends. Develop transferable skills in ethical decision-making, communication and management to drive sustainability, innovation and business growth.

Compulsory

Modules

Research Methods and Applications – 30 credits

Engage in the principles of academic research within your chosen field and identify key research topics, develop research aims and present a research strategy. Develop skills such as data analysis, problem-solving and decision-making, while also reflecting on the research process, and communicate key findings to your audience.

Compulsory

Digital Consumer Insights and Big Data – 30 credits

Explore the psychology of digital consumer behaviour and the digital footprint of consumers, including how online decision-making differs from traditional consumer behaviour. Analyse digital touchpoints, customer journeys and the role of big data in consumer insights. Key areas include trend forecasting, ethical considerations and privacy challenges in digital marketing. You will have the opportunity to learn how to assess the implications of big data and ethical challenges in shaping marketing strategies.

Compulsory

Strategic Marketing Management – 30 credits

Strategic marketing management is crucial for business growth and competitive advantage in a digital economy. Gain the knowledge, analytical skills and practical expertise to develop and implement effective marketing strategies that could drive customer engagement and retention. Through key marketing theories and strategic frameworks, you will examine market dynamics shaping contemporary marketing practices. Get hands-on experience in creating, evaluating and optimising digital marketing plans, applying industry-standard performance metrics and analytical tools to measure success and drive informed decision-making.

Compulsory

Brand Voice and Digital Storytelling – 30 credits

This module explores how brands create and communicate their identities through digital storytelling. You will assess brand narratives, examining how storytelling techniques influence audience engagement. Through a combination of analysis and practical application, you will evaluate the effectiveness of brand communication strategies and apply branding principles to craft digital narratives. Using a range of content formats, you will design and produce a digital storytelling campaign that aims to align with audience expectations and strengthen brand engagement.

Compulsory

A placement year² provides optional first-hand industry experience and helps you discover where your skills and interests truly lie. Taken between your second and final years, it allows you to step into a professional environment, apply your learning and gain valuable insight into your chosen sector.

By spending an extended period in industry, you should develop confidence, build professional networks and strengthen the transferable skills that employers value most. This experience offers a powerful way to explore career paths and return to your final year with real -world expertise and a clearer sense of direction.

Key opportunities

Complete an approved work placement: gain practical experience aligned with your course and career ambitions, typically lasting at least 26 weeks.
Reflect on professional development: recognise and document the specific skills, knowledge and experience you gain during your time in industry.
Broaden your global perspective: optionally undertake an international work or study placement to experience a different professional or cultural context.

While this optional year is non-credit-bearing, successful completion ensures your experience is formally recognised on your final degree certificate to showcase your expertise to future employers.

Students sponsored by the University who opt for an international work placement must ensure they comply with the UKVI immigration regulations and should contact us for further guidance.

Modules

Applied Business Project – 30 credits

Apply discipline-specific knowledge gained from previous studies to a structured project that tackles real-world business challenges. Through applied or business-focused research, you will develop a professional report that demonstrates analytical depth and practical insight. This module aims to enhance your critical thinking, strategic decision-making and professional communication skills and help you prepare for your career.

Compulsory

Data-Driven Marketing and Analytics – 30 credits

In this module, you will explore how data can support smarter marketing decisions and contribute to wider business strategies. You’ll learn about digital measurement techniques, marketing metrics and data sources, and consider how these can be used to assess campaign effectiveness. You will also evaluate commonly used analytics tools and begin to develop your own insights aligned with business objectives. Through this, you’ll build your practical and analytical skills in measuring, interpreting and optimising marketing performance. These experiences should support your understanding of data-led marketing and how it can be applied in a range of professional contexts.

Compulsory

AI-Powered Marketing and the Future of Work – 30 credits

This module investigates the transformative impact of AI on digital marketing and the future of work. You will examine AI-powered tools for content creation, automation and personalisation. You will explore how human creativity and AI-generated content work together and learn how marketers' roles are changing in a world shaped by AI. Ethical and regulatory considerations surrounding AI in marketing will also be discussed, preparing you to navigate and implement responsible, effective AI strategies in your professional career.

Compulsory

Digital Marketing for a Sustainable Future– 30 credits

This module looks at how digital marketing can support sustainability by encouraging ethical consumer behaviour and making a positive impact on the environment and society. It examines the psychology behind sustainable choices, digital platforms’ influence and brand responsibility. Key topics include sustainable communication, greenwashing risks and corporate accountability. Through analysis and practical applications, you will develop marketing strategies aligned with long-term sustainability goals.

Compulsory

We regularly review our course content to keep it relevant and current for our students. Consequently, we may update modules to reflect the latest industry standards.

How you'll learn

Although you’ll spend time in lectures and seminars, this course takes a workplace-oriented, contemporary and practical approach to learning. You could be involved in workshops, debates, case studies, consultancy projects, simulations, business plans, reports, and online collaborations².

Teaching contact hours

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

Teaching hours

Teaching hours may vary, depending on where you are in your studies, but on average, you will have between 12 and 15 teaching and learning 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 will be digging deeper into topics, reviewing what you’ve learnt and completing assignments. This can be completed around your personal commitments. As you progress to the end of your studies, you’ll spend more time on independent learning.

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 vary depending upon the module. The assessment methods may include: written reports, formal examinations, coursework, individual assignments, presentations, pitches, workplace simulations, group projects and portfolios.

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
T level	Overall grade of Merit in the T level qualification in any subject.
IB Diploma	27 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/Fair Access Offers

If you meet the criteria for our Fair Access Offer, you could automatically receive a contextual offer which is 16 UCAS points lower than our standard entry requirements. View the criteria for our Fair Access Offer.

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.

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 at least 5.5 in each component area)

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	2027/28 fees TBC 2026/27 fees: £9,790 per year	Not available
International	2027/28 fees TBC 2026/27 fees: £17,600 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 2028/29 will pay £1,575 if they are paying UK fees, or £1,900 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 table above 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 the Retail Price Index (RPI), a UK measure of inflation that tracks changes in the cost of living.

If you choose to study this course with a professional placement or study abroad year, the University will charge the tuition fees stated above for those on a placement during Academic Year 2028/29. 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 RPI.

For international students, we may increase fees each year, but such increases will be no more than 5% above RPI. 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) you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

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) which may include costs of travel, accommodation, equipment or uniform required for the placement and any visa-related costs.

*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.

How do you know if you need to pay UK or international tuition fees?

We assess your fee status using the information in your application. This status determines your tuition fees and the scholarships or financial support you can get. The Department for Education sets the rules for who pays UK (home) or international (overseas) fees in England.

The regulations list which students can pay the home fee rate. Because these rules are complex, the UK Council for International Student Affairs (UKCISA) provides fee status guidance to help you find the right category. If you meet all the criteria for one category, your institution must charge you the home rate.

Facilities

We have a range of facilities available to support our Global Marketing students in putting the theories you are taught into practice. Take a virtual tour of our campus to explore all of the facilities available to you.

Mac suite

We have a fully equipped Mac suite for digital and creative work. Here you’ll learn how to use the latest industry standard software such as Oribi, Mix Panel and Google Analytics, which will enable you to learn how to plan, design and analyse marketing campaigns.

An IT classroom at Coventry University London

IT suite

Our IT suite offers the latest hardware and software for programming, cybersecurity and data analysis. Develop the skills needed to thrive in the ever-evolving tech industry.

recruitment session two ladies and one man

Careers services

For employability advice, our careers services are your go-to. They can assist you in applying for work placements, graduate level jobs and offer skills development workshops. Careers services also organise networking events to enable you to meet potential employers and industry contacts.

Facilities are subject to availability⁴. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

Careers and opportunities

Upon successful completion of the course, your CV should appeal to employers, thanks to our focus on practical skills and commercial acumen. You’ll understand the role of marketing in diverse organisations, be equipped to contribute to the work of global brands and have a strong grasp of the importance of ethical behaviour in globalised marketing practice.

The optional placement and internship² could play an important role in developing your confidence, resilience and networking skills. The entrepreneurial skills we offer can also prepare you for self-employment if that’s what you choose to do.

Where our graduates work

When you graduate, you might have the option to choose to join the in-house marketing department of a global brand (in any sector or industry), a public-sector organisation or a charity. More and more organisations now appreciate the critical importance of effective dialogue with their audiences, which means that marketing roles are increasingly opening up in sectors like government and professional services.

Alternatively, you might decide to apply for a marketing agency in branding, advertising, public relations, graphic design, digital, media-buying, trend forecasting, market research and more. Or you might want to start your own agency or work as a freelance consultant.

The graduate destinations listed above illustrate potential career paths. You may need to gain additional qualifications or practical experience, pass professional examinations, complete training, cover associated costs and meet specific visa or immigration requirements to secure employment in these fields.

Further study

Upon successful completion of our Global Marketing BSc (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University London, with our International Marketing MBA. You could continue to build on what you have learnt, further exploring the current theories around strategy, leadership and finance, as well as specialist knowledge in marketing management and techniques. You’ll have plenty of opportunities to gain exposure to the world of marketing in practice, applying your learning in order to sharpen your practical skills and be career-ready by the time you graduate.

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

BSc (Hons) with foundation year

Apply via UCAS

C85

Institution code

View our courses on UCAS

Visit UCAS

UK students

You can now register and start your application in your UCAS Hub. Read our application pages to find out your next steps to apply

How to apply

For further support or more information about your course get in touch with us today.

+44 (0)24 7765 6565

ukadmissions@coventry.ac.uk

Complete our contact form.

International students

International codes:
LONU063

Full-time students applying to start in 2027/28 should apply directly to the university.

How to apply

For further support for international applicants applying for an undergraduate degree view our International hub.

Disclaimers

Coventry University together with Coventry University London, Coventry University Wrocław, CU Coventry, CU London, CU Scarborough, and Coventry University Online come together to form part of the Coventry University Group (the University) with all degrees awarded by Coventry University.

¹Accreditations, partnerships and memberships

Some 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. See the relevant body website for more details). Accreditations, partnerships, exemptions and memberships are subject to successful renewal in accordance with the relevant bodies’ standard review process and subject to the University maintaining the same high standards of course delivery. If the accreditation, recognition or membership of this course changes, we will notify applicants and students as soon as possible.

²UK and international opportunities

Please note that we are unable to guarantee any UK or international opportunities (whether required or optional) such as internships, work experience, field trips, conferences, guest speakers, placements or study abroad opportunities and that all such opportunities may be unpaid and/or subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel, public authority guidance, decisions or orders and visa requirements. Before seeking an overseas placement, read our visa advice page.

³Tuition fees

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 the 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. For international students, we may increase fees annually, but such increases will be no more than 5% above the inflation rate. If you defer your course start date or extend your studies beyond the normal duration of the course (for example, to repeat a year or resit examinations), you may be charged the tuition fees in force at the time you take that additional period of study, and/or in line with any legislative changes that apply at that time.

⁴Facilities

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised. Availability and access may be reduced or restricted when the University is following public authority guidance, decisions or orders or internal health and safety requirements.

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 current 2025/26 contract is available for information purposes only. The 2027/28 contract will apply to the 2027/28 intakes and may differ from the current version. 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 applicable Student Contract carefully before you accept an offer of a place and before you enrol at the University.