Digital Marketing

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https://www.bcu.ac.uk/courses/digital-marketing-ba-hons-2027-28

Digital Marketing - BA (Hons) - 2027/28 Entry | Birmingham City University

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Undergraduate › Digital Marketing - BA (Hons)

Digital Marketing - BA (Hons)

Currently viewing course to start in 2027/28 Entry.

This BA (Hons) Digital Marketing degree is a two-year fast-track course that immerses you in creative, real-world, professional advertising and marketing strategy.

It’s a powerful mix where you’ll be working with creative professionals to learn key skills in the fast-paced design industries....

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Undergraduate

Study mode

Full Time

BA (Hons)

Start date

September 2027

View course fees

Subjects

Marketing

Art and Design

Location

City Centre

This course is:

Open to International Students

Open Day Book now

Overview

It’s a powerful mix where you’ll be working with creative professionals to learn key skills in the fast-paced design industries. You’ll find yourself making simulated advertising campaigns with creative agencies like MØRNING, delivering creative solutions to content-led brands like BBC Creative, or using the Adobe Creative Cloud to produce captivating campaigns, as well as engaging experiences for clients both regionally and nationally.

BA (Hons) Digital Marketing is employment-led and teaches in a practice-based, knowledge applied approach where tutors and industry professionals work with you in lectures and assignments to help you develop both personally and professionally.

What's covered in this course?

You'll be based at the City Centre Campus where you will engage in practical creative workshops, digital media production, lectures and assignments with your peers, tutors and industry mentors.

Teaching takes place in modern production studios based in Birmingham City Centre where you'll be provided with studio space to complete projects and access to the software you'll need for the duration of the course.

As you progress through the course you will build a knowledgeable skillset that gives you proficiency and creative know-how across disciplines and specialist expertise. Along the way, you'll build a creative portfolio that showcases your work and proves your professionalism; you'll be making and delivering tangible creative media assets for real clients in the real world.

On this course we will seek to help you develop a cultural awareness of the creative industries, cultivate a unique perspective by asking how you can contribute to a new way of looking at the world, establish a disruptive interest in carving out new paths, and gain research skills for exceptional references that illustrate your thinking.

To do this you'll need to understand how the creative industries work, and our BA (Hons) Digital Marketing course has the answers in a rich combination of options and projects.

Accredited By

This course is accredited by:

The course which is taught by industry professionals has provided me with the most up to date digital marketing skills. We have lots of opportunity to apply our knowledge practically through our projects. Over the last two years, I have a built a professional portfolio that has helped land me my first job at a top marketing agency within two months of finishing the course.

Havana Salmon

Why Choose Us?

No exams! Coursework assignments building to final project and portfolio of practice.

Workplace simulation experiences - Project-based, experiential learning with professional mentors, encouraging intrapreneurial and entrepreneurial practices.

The course is taught by DMI certified and award winning tutors (BAFTA, D&AD, RTS) as well as active practitioners, with a wealth of academic and industry experience.

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NSS 2026

Students prepare Nike Sunder Relaunch Campaign

Final Year BA (Hons) Digital Marketing students from our Content Marketing module were invited to take part in a live industry brief with Breaks, a creative advertising agency in London. From the cohort, nine students were selected to pitch their campaign ideas to the agency in February and two, Joel Babedi and Beatrice Odesanya, impressed the agency staff so much they were awarded paid placements.

Read the full story

I am BCU Alumni: Blessing-Nicole Yanda

While initially hesitant about university, Blessing-Nicole discovered our unique fast-track Digital Marketing degree was perfect for her. Balancing intense studies with freelance social media marketing, this ultimately led to Blessing-Nicole securing a Social Media Marketer role soon after graduating.

Read Blessing-Nicole's story

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Open Day

Join us for our next Open Day where you'll be able to learn about this course in detail, chat to students,

explore our campus and tour accommodation.

Next Open Day: 21 November

an Open Day

Course in Depth

Year one

Year two

Teaching methods may include practical sessions, lectures and group debates, featuring input from both University staff and guest lecturers from industry, providing you with a wide range of practical knowledge and insight.

In order to complete this course you must successfully complete all the following CORE modules (totalling 160 credits):

Digital Marketing Primer 20 credits

It’s all about you! This Digital Marketing Primer places your own personal and professional development at the centre of the competitive job market. The objective is to give you the understanding and confidence to sell yourself and your ideas to your peers and potential employers.

Audiences and Brand Development 40 credits

Meet the agency! You will take a ‘live’ brief from an advertising agency account manager. The objective is to identify a new audience for an existing client by raising brand awareness through a digital marketing campaign.

Research Methodologies 20 credits

Get to know your audience! Your client and your agency need to reach a challenging target market; this module gives you an introduction to audience segmentation through industry theory and professional practice.

Planning and Strategy 40 credits

You are the media planner! You’ll work with a global brand to build on your market research skills, using your insights to make a difference in the real world.

Collaborative Practice – Developing and Pitching 20 credits

The module will place you in a group and ask each group to answer a brief with your solutions in a shared presentation. You will be shown how to unpack a creative brief to find the insights and instructions that help determine strategic and creative decision-making. Then, the teaching team will show you how to transform that brief into innovative solutions that stakeholders and target audiences can buy into. This includes instruction in project management, so you can work effectively as a team player in a proven system of shared responsibilities and deadlines. You will also get training in how you and your team can ‘pitch’ your ideas persuasively, ‘selling’ your recommendations in a narrative structure.

Collaborative Practice – Production 40 credits

The module is a mix of group and individual effort. You’ll be working in a group to deliver a team presentation in answer to a brand challenge: showcasing a portfolio of branded media assets as part of a marketing communications campaign. You’ll also be working individually to reflect on your own learning experience in this module through a reflective report. Your workflow will follow the process of ‘preproduction’, ‘production’ and ‘postproduction’. At each phase, you will use your project management skills to assign roles and responsibilities amongst your teammates; all roles will be explained, and you will be shown how to perform them professionally.

In order to complete this course you must successfully complete all the following CORE modules (totalling 180 credits):

Contemporary Market Research Methods 20 credits

Get to know your market! You will receive a brief with the objective of delivering a market research report that helps to better understand the sector, its existing and potential consumers.

Methodologies for Digital Marketing Campaigns 40 credits

You are the digital media executive at an agency! You’ll work on a global entertainment brand, tasked with developing a digital marketing plan. You’ll need to develop an understanding of a new agency planning methodology and employ its techniques in providing digital only recommendations to support all their digital communications.

Content Marketing 20 credits

You are the creative team! You’ll be delivering a digital content marketing plan and some prototype assets to pitch to your client. This is your chance to showcase your digital marketing expertise and you’ll be using the framework recommended by the Content Marketing Institute (CMI).

Professional Practice 40 credits

The module is an opportunity to learn and critically reflect on the skills of collaboration &/or your own professional practice. The module enables you to create either an interdisciplinary project with students from complementary disciplines or your own self-defined project.

Major Project 60 credits

The purpose of the module is to enable you to undertake a sustained, in-depth and theoretically informed research project exploring an area that is of personal interest to you. It is important that we can support you appropriately, so you will be guided towards choosing a research topic which is relevant to your discipline and in which your lecturers have expertise. The outcome may take the form of a written dissertation or a practice-based portfolio.

Download course specification

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In your first year, you will work closely with your marketing colleagues, tutors and industry practitioners to learn new insights and develop your professional approach to digital marketing and advertising projects.

You’ll learn how brands are built, how they reach their audiences and how you can add value and shared experiences to these through strategic and creative user journeys that optimise digital media channels and returns on investment.

In the summer semester, you will collaborate to put your learning into practice. You’ll be working on a brief with an industry partner or client to deliver projects that prove your proficiency in the digital marketing sector. Past collaborations have been with BBC Creative and the Birmingham 2022 Commonwealth Games.

In your second year, you will be challenged to self-direct your digital marketing research and to work autonomously to develop practical skills. This includes immersion in data interpretation, campaign development and creative content marketing.

Your course concludes with you consolidating your own digital marketing expertise through professional practice on a self-defined Final Major Project, which aligns with your individual aspirations. In this, you will choose to write a dissertation or produce a practiced-based portfolio of work that is employment-led.

Assessment methods

You'll be assessed in a variety of different ways, including practical project work – both group and individual – in-person presentations, written reports and practical portfolios.

Assessment is embedded into the course, which means your learning experience isn't interrupted by exams; allowing you to concentrate on becoming an effective team member.

Examples of classroom projects

1. Agency: Cake

Cake is a branding and e-commerce agency “founded by retailers for retailers”; they asked BA Digital Marketing students to work on a ‘live’ brief: design a memorable and unique website shopping experience for a top vintage clothing brand.

2. Agency: Givenchy and ghd

These beauty and personal care (BPC) giants worked closely with BA Digital Marketing students to create carefully targeted Social Media campaigns aimed at new Gen Z audiences.

This course is accredited by the following organisation:

Digital Marketing Institute

This BA Digital Marketing course is accredited by the Digital Marketing Institute (DMI). Students who successfully progress to the second year of the course are eligible to complete modules that lead to the industry-recognised award of Certified Digital Marketing Associate.

My first year experience in digital marketing

It can be difficult to know what to expect when starting university. We spoke to BA (Hons) Digital Marketing student, Maissha Rahman, about the experience she had on the first year of her course.

Read Maissha's story

Digital Marketing Instagram

Take a look at our latest posts on Instagram to get an insight into life as a Digital Marketing student.

Take me there

Entry Requirements

These entry requirements apply for entry in 2027/28.

All required qualifications/grades must have been achieved and evidenced at the earliest opportunity after accepting an offer to help confirm admission and allow for on-time enrolment. This can also include other requirements, like a fee status form and relevant documents. Applicants can track their application and outstanding information requests through their BCU mySRS account.

Essential requirements

120-80 UCAS Tariff points

The offer we make you takes into account your individual circumstances, predicted grades, achieved qualifications and potential to succeed at university.

GCSE and other level 2 requirements

This course does not require evidence of GCSE qualifications. Please see A Level, BTEC and other level 3 requirements below.

A Level, BTEC and other level 3 requirements

Qualification

Entry requirements

A Level / AS Level

A Level: 120-80 UCAS Tariff points / BBB-CDD (or equivalent)

AS Level: Must be in a different subject to A Levels

A maximum of four subjects will be considered

Pearson BTEC (Diploma / Extended Diploma/ Extended Certificate)

Diploma accepted with one A Level or equivalent level 3 qualifications

Extended Certificate accepted with two A Levels or equivalent level 3 qualifications

Typical offers vary according to individual circumstances and may be equivalent to a Merit or Pass overall grade

All subjects accepted but Craft and Design and Media, Broadcast and Production preferred

Access to HE Diploma

Pass with 60 credits, 45 credits at level 3. Typical offers will require you to achieve up to 30 credits at Merit or Distinction.

Accepted subjects: Information, Communication Technology and Business subjects preferred but other subjects also considered

OCR Cambridge Technical qualifications

NCFE CACHE Level 3 qualifications

WJEC Level 3 qualifications

Considered with two A Levels or equivalent level 3 qualification(s)

Irish Leaving Certificate (Highers)

120-80 UCAS Tariff points, achieved in five Higher level subjects

Scottish Higher / Advanced Higher

120-80 UCAS Tariff points, achieved from three Advanced Highers or two Advanced Highers plus two Highers

Welsh Baccalaureate

120-80 UCAS Tariff points. Considered with three A Levels or equivalent level 3 qualifications

UAL Level 3 Extended Diploma

Typical offers vary according to individual circumstances and may be equivalent to a Merit or Pass overall

Foundation Studies (Art and Design, and Art, Design and Media)

Typical offers vary according to individual circumstances

If you're applying with an International Baccalaureate Diploma or international qualifications, please see further information below.

Mature students

Applications from mature students (21+) with alternative qualifications and/or considerable work experience will be considered on their merits.

International qualifications

International Baccalaureate Diploma

Obtain 30-24 points overall

EU / International students

Please see your country page for further details on the equivalent qualifications we accept. In addition to the academic entry requirements listed above, international and EU students will also require IELTS 6.0 overall with no less than 5.5 in each band.

If you do not meet the required IELTS score, you may be eligible for one of our pre-sessional English courses. Please note that you must have a Secure English Language Test (SELT) to study on the pre-sessional English course. More information on pre-sessional English courses.

If you have a qualification that is not listed, please contact us.

Fees & How to Apply

Please select your student status to view fees and apply

UK Student

International Student

UK students

Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.

Award: BA (Hons)

Starting: Sep 2027

Duration

£15,075 in 2027/28

Apply via UCAS

International students

£19,630 in 2027/28

Apply Online

Included in your course fees

Access to computer equipment

You will require use of a laptop, and most students do prefer to have their own. However, you can borrow a laptop from the university or use one of our shared computer rooms.

Printing

You will receive £5 print credit in each year of your course, available after enrolment.

Field trips

All essential field trips and associated travel costs will be included in your course fees.

Access to Microsoft Office 365

Every student at the University can download a free copy of Microsoft Office 365 to use whilst at university and for 18 months after graduation.

Key software

You will be able to download SPSS and Nvivo to your home computer to support with your studies and research.

Key subscriptions

Subscriptions to key journals and websites are available through our library.

Free Adobe Creative Cloud licence

Students studying on this course can request a free licence to install the entire suite of applications on up to two personal devices.

Not included in your course fees

Media consumable items (mandatory)

This course requires the use of consumables, such as books, storage devices and conference tickets at an estimated cost of £80 per year.

Excess printing (optional)

Once you have spent your £5 credit, additional printing on campus costs from 5p per sheet.

Personal stationery and study materials (optional)

Based on the past experience of our students, you might find it helpful to set aside about £30 for each year of your studies for your personal stationery and study materials.

Placement expenses (optional)

If you choose to undertake a placement, you'll need to budget for accommodation and any travel costs you may incur whilst living or working away from home.

Field trips (optional)

This course includes the option of additional trips that may enhance your experience, at extra cost.

Books (optional)

All module key texts will be in the University library, but in limited numbers. You may choose to purchase a copy. We suggest budgeting approximately £60 for this.

Personal equipment (optional)

Whilst not essential, it is advised you own a MacBook pro laptop.

Accommodation and living costs (optional)

The cost of accommodation and other living costs are not included within your course fees. More information on the cost of accommodation can be found in our accommodation pages.

Guidance for UK students

UK students applying for most undergraduate degree courses in the UK will need to apply through UCAS.

The Universities and Colleges Admissions Service (UCAS) is a UK organisation responsible for managing applications to university and college.

Applying through UCAS

Register with UCAS

Login to UCAS and complete your details

Select your course and write a personal statement

Get a reference

Pay your application fee and submit your application

Guidance for International students

There are three ways to apply:

1) Direct to the University

You will need to complete our International Application Form and Equal Opportunities Form, and submit them together with scan copies of your original academic transcripts and certificates.

2) Through a country representative

Our in-country representatives can help you make your application and apply for a visa. They can also offer advice on travel, living in the UK and studying abroad.

3) Through UCAS

If you are applying for an undergraduate degree or a Higher National Diploma (HND), you can apply through the UK’s Universities and Colleges Admissions Service (UCAS).

You can request a printed form from your school or nearest British Council office. You will be charged for applying through UCAS.

Birmingham City University’s UCAS code is B25 BCITY.

Personal statement

The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.

Here are the three areas you’ll need to address:

Why do you want to study this course or subject?

Here’s where you explain what makes this course exciting to you. Think about your motivations for studying the course and your future plans. If you’re planning to take a year out, don't forget to give your reasons.

How have your qualifications and studies helped you to prepare for this course or subject?

This is your chance to show what you’ve learned at school or college. You should include the skills and knowledge you’ve gained from education or training and how this will help you succeed in your chosen course.

What else have you done to prepare outside of education, and why are these experiences useful?

Not everything you’ve learned comes from the classroom. Life experience counts too! You might want to talk about work experience, employment, or volunteering and how they’ve helped you develop the skills needed for your chosen course or future career.

Worried about Personal Statements?

If you've got no idea where to start or just want to check you're on the right track, we’ve got expert advice and real examples from our students to help you nail your personal statement. You can even download our ultimate personal statement guide for free.

Get personal statement advice

Financial Support

We offer further information on possible undergraduate financial support. This includes the type of loans, grants and scholarships available both from the government and from Birmingham City University.

View fees for continuing students

Employability

Enhancing your employability skills

Workplace simulations and industry standard projects are key pillars in the course content. In addition you’ll be working closely with professional practitioners, top agencies and prestigious clients to develop and deliver your assignments.

You’ll meet and be encouraged to network with visiting specialist lecturers and industry experts and keynote speakers on and off the campus, these professionals frequently work with you and your fellow students as mentors.

Towards the end of your studies, you’ll complete a final major project and this may lead you to working directly with a client. This self-directed professional contact will give you the experience, confidence and freedom to put into action all you’ve learned during your studies. It will also give you a proven track record of professional activity and a portfolio of work to showcase your abilities.

On top of this course specific experience you’ll gain, the University has introduced the BCU Graduate+ programme, which is an extra-curricular awards framework that is designed to augment the subject-based skills that you develop through your programme with broader employability skills and techniques that will enhance your employment options when you leave university. The key components of the award are:

A personalised approach for each and every student.

A range of activities that helps you to build Continuing Professional Development points towards completion of your award.

Allied with this course-specific experience you will also have access to a range of support staff and services from the University’s careers service, who can help with:

Reviewing CVs, covering letters and application forms

Career planning and decision making

Preparing for interviews and assessment centres

Developing portfolios

Networking with employers

Advice about self-employment and entrepreneurship

Workplace Simulation

In the summer semester of your first year, you will collaborate with your student peers to put your learning into practice. You’ll be working on a brief with an industry partner to deliver projects that prove your proficiency in the digital marketing sector. This provides an industry-engagement experience, which simulates the workplace; what it is like to work professionally and deal with clients. You will attend regular milestone reviews to keep clients fully informed of your progress.

Past clients have included the BBC and Birmingham 2022 Commonwealth Games.

Links to industry

In addition to delivering specialist lectures and hosting field trips our industry partners get involved in structuring your course, updating the content as the digital landscape evolves and helping to frame your assignment briefs.

These partnerships include some very prestigious industry players and you should take time to explore what it is that they do in this highly creative environment of innovation and communication:

SapientNitro describes itself as “a new breed of agency for an always-on world… SapientNitro is redefining how stories are told across brand, digital and commerce”.

ThinkJam represents some of Hollywood’s biggest studios and markets their movies globally. Since 2004 they’ve delivered nearly 2,000 campaigns for the clients who range from famous film makers to global publishers, distributors and celebrities.

AMV was named ‘most successful agency in the UK’ by the advertising industry’s leading creative professional association, the D&AD, as well as ‘Creative Agency of the Year’ at the 2016 Creative Circle Awards and ‘Agency of the Year’ at the British Arrows Awards. AMV’s client list is epic.

Other top agencies we work with include FOUND, MediaCom, Red Bee Media, UNRULY, Chapter, Hunterlodge, BBC Creative, Bulb, Nimbletank, Ogilvy One and Lambie-Nairn.

Facilities & Staff

Marketing facilities

Take a look around the facilities available to you as a Marketing student at BCU.

See our Marketing facilities

Our staff

Christopher Morris

Senior Lecturer in Creative Advertising

More about Christopher

Emily Springall

Lecturer in Digital Marketing

Emily is a graphic designer and educator specialising in branding and strategy with a keen interest in brand storytelling and audience research. She studied BA (Hons) Graphic Communication at Birmingham City University and went on to complete an MA in Visual Communication, where she focused on branding, editorial design and children’s illustration.

More about Emily

Kristian Birch-Hurst

Lecturer

Kristian has over 10 years experience in Education, Live Music/Events, Festival and Hospitality sectors. He’s also co-director and founder of club series Voyage Events & independent record label Erbium Records, which have been operational for 7 and 5 years respectively.

More about Kristian

Discover Uni information for this course

UK prospective students

Contact the enquiries team

T: +44 (0)121 331 6295

Non-UK prospective students

E: International enquiry form

T: +44 (0)121 331 5389

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