Interactive Entertainment (Digital Marketing) - BA (Hons) / BSc (Hons)

UCAS Code:
Full Time (2 years)
September 2016, September 2017
NTI Birmingham

Please choose how and when you would like to attend the course...

See the UCAS website for help and guidance with your application.

Places on this course are available through Clearing

240 points (or equivalent) are required for this course in Clearing.
See the 'Entry Requirements' tab for more detail.


0121 331 6777

Open 9am - 5pm
Monday to Friday

Developed with leading industry partners, this accelerated full-time two-year degree has been developed to address a skills gap in the emerging worlds of digital, mobile, social media and entertainment. This course delivers agency ready talent for digital’s new and emerging industries. Throughout the course, team working, communication and other transferable professional skills are both taught and learned through experiential immersion in industry practice.

New for 2017/18

Digital Marketing - BA (Hons)

If you’re looking to start this course in 2017, it's important to know that the content and structure are undergoing a substantial review and are likely to be different to what is outlined here. Next year’s course will also have a new name: Digital Marketing - BA (Hons). We’ll publish more detailed information about the changes over the next few months. If you’re starting in 2016, the course content/structure won’t be affected by the review.

Sign up for course updatesBenefits of our new curriculum

What's covered in the course?

The course starts by developing your knowledge and understanding of business and production structures within interactive entertainment;  at the same time, we’ll be showing you how to build your professional confidence and career profile. .

You will cover multi-platform, multi-channel identity and promotion, client and audience requirements, discovery and research methods, project definition, creative strategy, video production, user interface design, project management , digital asset deployment, brand development and content marketing.

The course will contextualise specific skills into job disciplines and experiences within interactive entertainment and also focuses more on the technology as you’ll cover managing creative teams, metadata, performance marketing, social media strategy/measurement and future media trends.

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

All teaching is delivered by leading industry experts in fields such as branding, video, social media, production and content marketing.

You will be taught by staff with experience in the industry, having worked with such big-name companies as the BBC, ITV, Diageo, Samsung and WPP.

I cannot imagine a better way to make a course to be more useful and informative. The tutors were incredibly helpful and there was so much we could apply to our projects. Anna Raycheva, Brave Tomatoes

The course was great! My head is stuffed with new info! I found the tutors to be extremely thorough and informative in their teaching. They applied theory to real world projects to help with understanding and the practical exercises were very useful. Hayley McCaffery, Content Editor, Spark44

Why Choose Us?

  • This fast-track programme provides a rare opportunity to secure a BSc (Hons) degree in only two years.
  • From the outset, you will immerse yourself in the appropriate new channels by using social media and smartphones/iPads as core tools of your learning.
  • You will work on live projects, teaming up with the programmers and artists as a digital agency team.
  • Through this hands-on experience you’ll build a portfolio of professional work. Your proven collaboration with our industry partners will show you’ve bridged the gap between learning and doing; and this gives Interactive Entertainment graduates the edge in today’s competitive jobs market
Student ambassador helps Open Day visitor

Open Day - 8 October 2016

Our next University-wide Open Day will take place on Saturday 8 October 2016. Come along to find out more about our courses and see our facilities.

Register now

Please note: we are currently reviewing our entire course provision for 2017/18. Details will be included in your registration email.

This course is open to International students

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Visit our School site for more student work and extra information.

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Students have also worked along postgraduates to make a mobile version of the PlayStation 4 Xtreme Drone Racing game which is being developed as part of the PlayStationFirst initiative. The mobile versions features racing against 40 drones in a variety of locations in Birmingham, geotagged content and extensive drone customisation.

Entry Requirements

Entry Requirements for Clearing 2016

240 points (or equivalent) are required for this course in Clearing.

Use the UCAS Tariff Tables to work out your points.

Call our Clearing hotline 0121 331 6777.

Alternative options

We accept a range of qualifications, the most popular of which are detailed below.

UK students

Applicants will also need a good portfolio and example of written work to bring to interview at an Applicant Visit Day. See Portfolio Guidance tab.

At the point of application, you must have GCSE at Grade C or above in English Language and Mathematics. Equivalent qualifications and/or experience will be accepted

Typical Offers
UK Qualification Requirements 2016/17
GCE A Level/ AS Level BBB at A Level, excluding General Studies and Critical Thinking (300 points)
Access to Higher Education Diploma Pass overall with 60 credits, 45 at Level 3 and 15 at Level 2, including merit or higher in 20 credits at Level 3. Media related Access courses only.
BTEC National Diploma (12-units not including early years) D*D* combined with other level 3 qualifications to achieve a minimum total of 320 UCAS points
BTEC Extended Diploma (18-units not including early years) DDM (320 points)
BTEC Subsidiary Diploma/ National Award (6-units not including early years) Combined with other level 3 qualifications to achieve a minimum total of 320 UCAS points
BTEC Diploma in Foundation Studies in Art and Design Distinction
International Baccalaureate Diploma 30 points overall
Irish Leaving Certificate 300 points, including 4 higher level passes
Scottish Higher/ Advanced Higher 300 points, including 3 higher level passes
Welsh Baccalaureate (core plus options) 120 tariff points combined with other level 3 qualifications to achieve a minimum total of 300 UCAS points
Other qualifications
If you have a qualification that is not listed in the table please refer to our full entry requirements on UCAS.

Further guidance on tariff points can be found on the UCAS website.
EU/International students
EU/Non-EU (International) Qualifications Requirements 2016/17
IELTS 6.5 (no less than 6.0 in any bands) or equivalent
International Baccalaureate Diploma (or equivalent, including internationally accredited Foundation courses). 30 points overall
Country-specific entry requirements and qualifications.


International students who cannot meet the direct entry requirements can begin their degree studies at Birmingham City University International College (BCUIC).

The UCAS tariff is changing

If you're considering applying for this course to start in September 2017 onwards, it's important to know that the UCAS tariff system is changing.

UCAS tariff points – the points system most universities use to compare different qualifications – will be introducing a new system on how points are calculated.

More about the new tariff

Unconditional Offers

Unconditional Offers

If you are a full-time undergraduate applicant for 2016/17, and show particular potential, we may be able to make you an unconditional offer if you make us first choice and satisfy certain criteria.

To be considered you must hold, or be predicted to achieve:

300 points or above from three A levels (equivalent to grades BBC or above)
predicted DMM at BTEC level

You will also be required to attend an interview.

More about unconditional offers

UK or EU students

Award Start Mode Duration Fees
BA (Hons) Sep 2017 FT 2 years £9,250 per year Apply via UCAS
BSc (Hons) Sep 2016 FT 2 years £9,000 per year Apply via UCAS

International Students

Award Start Mode Duration Fees
BA (Hons) Sep 2017 FT 2 years £12,000 per year
BSc (Hons) Sep 2016 FT 2 years £12,000 per year

If you're unable to use the online form for any reason, you can complete our PDF application form instead.

The University reserves the right to increase fees broadly in line with increases in inflation, or to reflect changes in government funding policies or changes agreed by Parliament.


Places available to start in September 2016

If you would like to start this September, you can apply through Clearing.

0121 331 6777

International students can also apply to start this September through Clearing. More information for international students.

Want to start in September 2017?

You can apply via UCAS from 6 September 2016.

Portfolio Guidance

We would like you to bring along some of your work which demonstrates your abilities and interest in the specific discipline you are applying for. This will provide valuable support for your application and enable the academic team to make a prompt and appropriate decision. We are looking for commitment with teamwork, innovation with discipline, empowerment with accountability, and finally enthusiasm.

We require you to bring the following:

  1. Your portfolio of relevant work that you have created with examples of any practical media work (eg artwork (2D and/or 3D), video(s), website(s), article(s), design work, completed games, programming elements and appropriate scripts)
  2. An example of written work (eg an academic essay or report. This does not have to be related to the discipline you are applying to) 

Please ensure that any work you bring along is clearly labelled with your name and UCAS number.

Please note:

  • You may bring your portfolio on a memory stick providing the memory stick itself is well marked with your name AND the work on the memory stick is organised into a folder labelled ‘Interactive Entertainment Applicant Visit Day’.
  • Photographs MUST NOT be submitted on memory stick; all photographs must be printed and brought in to the Applicant Visit Day as part of your portfolio.

Additional costs

There are no compulsory additional costs or charges associated with studying on this course. While you may choose to purchase personal copies of text books, all our key text books are available from our library or online (subject to normal library loan and online access arrangements). NTI Birmingham courses aim to connect students with industry locally, nationally and globally, in alignment with student aspirations. Opportunities to engage with industry in an alternative location are always promoted but are never compulsory so students can make a decision based around their individual responsibilities, lifestyle and finances.

Based on the past experience of our students, you might find it helpful to set aside about £50 for each year of your studies for stationery and study materials. All our students are provided with 100 free pages of printing each year to a maximum total value of £15.

Your personal statement

Your personal statement is a highly important part of your application. It gives you a crucial opportunity to say why you’re applying and why the institution should accept you.

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

Course choice

Why does this course appeal? What areas are of particular interest?

Career plans

If you have a specific career in mind, say how your chosen course will help you pursue this goal.

Work experience

Mention any work that is relevant to your subject, highlighting the skills and experience gained.

School or college experience

Highlight skills gained at school/college, eg summer schools or mentoring activities.

Non-accredited skills or achievement

eg Duke of Edinburgh Award, Young Enterprise scheme.

You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.

Get more information on writing personal statements.

This course is not available part-time

Got any questions?

Search our Frequently Asked Questions for a range of information about our courses and studying here.

Loans and Grants

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.

Year one

During the first year, you will study five taught modules giving you an introduction to the importance of marketing within interactive entertainment. 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. On average, these modules feature around 12 hours of teaching time per week.

In addition, you will undertake two project modules, working on specific tasks in partnership with industry. During the project modules, you will be in the studio every day, from 9.30am to 4.30pm, Monday to Friday, with some Fridays given to you as “Google Fridays” so that you may wish to work on your own projects. There will also be “strategic alignment” periods where you team up with students from the Digital Art and Games Development courses, to work on a project as one group.

Modules include:
Marketing Fundamentals

This module provides grounding in marketing theory, the interactive entertainment landscape and its various channels of communication. You will develop a range of research and discovery skills and will be challenged to interpret findings to identify and communicate key influences and data. You will also gain skills in trends, report writing and listening tools.


This module looks at defining the aims and objectives of a project/campaign according to commercial needs. You will develop market research skills and will be challenged to analyse competition and look for opportunities to engage audiences within a specific business sector, meeting client and audience requirements and carrying out market research.

Brand Development

This module looks at branding and planning a project/campaign in keeping with a business’s core message and values. You will develop visualisation, planning and writing skills and will be challenged to apply these skills to devise user experiences and journeys that prompt the desired response.

Campaign Development

You will learn more about multi-screen channels and platforms (including mobile), examining current and emerging technologies and honing your market research skills to identify opportunities in this dynamic marketplace. You will explore in more detail topics such as gamification, apps, social and casual gaming, emerging technologies and "red button" content delivery.

Campaign Integration and Deployment

This module looks at the importance of content in reaching, maintaining and rewarding customers. You will develop skills to plan and structure content in line with a project/product deployment, harnessing your understanding of content marketingto strategise market reach. Further topics include content marketing and customer relationship management (CRM).

Interactive Entertainment Production: One

This is part one of a set of production modules that enable you to put your specialist skills and developing professional skills into practice, working as part of a multi-disciplinary production team. This module looks at the importance of maintaining brand message during the production of campaign/interactive entertainment products. You will acquire valuable new skills in creative production and strategic planning.

Interactive Entertainment Production: Two

This module looks at applying gamification and game design principles during the production of a targeted entertainment product. You will mix with both the digital art and game programming students to plan and spec a game product according to audience and client requirements, developing communication and time management skills to meet the multiple deadlines of multiplatform marketing campaigns.

Year two

During your second year, there will be a further five taught modules, with more opportunities to learn from guest lecturers. Teaching time during these modules will again be around 12 hours per week.

You will undertake one major project module, where you will go through the process of scoping, defining and pitching the creation of your own project, which may include your own digital marketing campaign, a new product, or even working with an industry partner to create digital marketing content for them.

You may wish to partner up with the digital art students and game development students, where “strategic alignment” periods will help you to then go through the planning, production management and testing phases, to help create a new product. During the project module, you will be in the studio every day, from 9.30am to 4.30pm, Monday to Friday (again with some Fridays given to you as “Google Fridays” so that you may wish to work on your own projects.)

Modules include:
Interactive Entertainment Landscape

This module looks at the interactive entertainment landscape from a technical perspective, examining the different technical teams involved in bringing products to market, their various skill sets and the workflow processes they follow. You will develop your media language skills so you are able to fully brief a creative/technical team.

Content Development

You will build on your existing knowledge of content marketing by exploring strategies for new products and services that do not benefit from the backing of an established brand and customer base. You will develop your writing skills and learn how to fine tune copy for the web to attract search engines and their users.


You will build on your existing knowledge of social media platforms, taking a closer look at analytical and measurement tools as a means to direct strategic plans and measure success. You will also look at opportunities for generating revenue, financing projects and promotion, and develop your analytical skills.

Production Management

This module looks at project management in a production environment. You will develop practical methods for planning and managing the complex process of developing an interactive technological product to keep production on track and on time. You will also develop a phased strategy for bringing a brand new product to market.

User Experience

This module looks at the importance of testing and evaluating user experience to ensure a new interactive entertainment product is fit for purpose before being launched. You will develop practical skills for planning and conducting research with testers to gather direct feedback, and will further develop evaluation skills to interpret findings and provide recommendations.

Product Development: Production Three

This module looks at the feasibility of bringing a complex interactive entertainment product to market, taking you through the process of scoping, defining and pitching a new game through to the planning, production management and testing phases. You will take on the role of ‘producer’ helping to oversee and manage the process.

In the first year, you'll develop core analytical and marketing skills, before putting them to use in multi-disciplinary teams to create two strategically design interactive entertainment products (e.g. games, apps, video, etc.). In the second year you'll contextualise those skills into job disciplines and experiences within Interactive Entertainment.

You will be assessed in a variety of different ways, including practical project work – both group and individual – presentations, written reports, practical portfolios and oral exams.

Assessment is embedded into the course, which will mean your learning experience isn't constantly interrupted by assessment. You are also assessed on your work within a project delivery team while you are based within our simulated studio environment.

Assessment methods

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

You are also assessed on your work within a project delivery team whilst you are based within our simulated studio environment.

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

Study and work abroad

If you are interested in undertaking part of your studies abroad, the Erasmus scheme may be of interest to you. It allows higher education students to study for part of their degree in another European country.

It is open to undergraduates in their second year (or above) and offers a unique opportunity to enhance your CV and experience new cultures. If you study with us you will have access to an Erasmus co-ordinator, who can provide information about which institutions we have links with.

Find out more

Further Study

This undergraduate course has been specifically designed to follow on to our one year, postgraduate courses at NTI Birmingham:

Complete one of our MSc or MAs after your degree, and you'll gain further valuable studio experience, industry connections and a Masters qualification in the time most students gain an undergraduate degree!

Alternatively,  Birmingham School of Media at Birmingham City University offers a wide range of MA courses, allowing you to specialise in such areas as online journalism, social media, photography, public relations, television or event management.

Details can be found on the postgraduate section of the website.

Enhancing your employability skills

Our track record for graduate employment with NTI Birmingham and Birmingham School of Media is excellent, with the majority of our graduates going into a media, advertising or games-related role.

By the time you graduate, a whole year before most students, you’ll have two years of tangible, interactive entertainment products and campaigns development experience under your belt, ready to launch your dream career as a digital marketer.

On successful completion of the programme, you will be able to:

  • Demonstrate your knowledge of interactive entertainment product production processes, and the relative contributions of core roles within a production team, the key skills, techniques and attributes associated with business and marketing strategists, and the current commercial challenges and opportunities within the interactive entertainment marketplace.
  • Work with multi-disciplinary production teams to create working products and effective campaigns to specification and commercial objectives, through the application of professional production management skills and effective team working.
  • Critically evaluate your own progress as a learner, your strengths and weaknesses, and communicate conclusions, form solutions and generate action plans accordingly.
  • Reflect on the implications of trends and changing customer behaviours and needs, in order to develop knowledge, commercial understanding and strategising skills in relation to interactive entertainment production practice, and continue to learn independently and to develop professionally. 

Working on live projects

Students on the Interactive Entertainment degree courses at Birmingham City University work on live briefs with real clients.

During the summer on the first year of your course you’ll have a guaranteed placement in an in-house development studio. Our students previously worked directly with The Wellcome Trust on an interactive, online awareness campaign which involved making, video games, web apps, mobile apps and video material to promote The Crunch initiative.

Students have also worked along postgraduates to make a mobile version of the PlayStation 4 Xtreme Drone Racing game which is being developed as part of the PlayStationFirst initiative. The mobile versions features racing against 40 drones in a variety of locations in Birmingham, geotagged content and extensive drone customisation.


Teaching staff identify periodic job placement opportunities throughout the course. In addition, ‘Gamification’ systems are built into programme delivery, allowing students to earn the chance for work placements.


OpportUNIty Student Ambassador

OpportUNIty: Student Jobs on Campus ensures that our students are given a first opportunity to fill many part-time temporary positions within the University. This allows you to work while you study with us, fitting the job around your course commitments. By taking part in the scheme, you will gain valuable experiences and employability skills, enhancing your prospects in the job market.

It will also allow you to become more involved in University life by delivering, leading and supporting many aspects of the learning experience, from administration to research and mentoring roles.


BCU Graduate+

Through our courses we give you the skills and experience needed to get a head start when applying for jobs. But we offer something extra too – Graduate+.

Our unique programme gives you the chance to develop valuable skills outside of the more formal classroom learning. We award points for Graduate+ activities (including firewalking!) and these can be put towards a final Graduate+ award.

More about Graduate+

Graduate jobs

International Students

Birmingham City University is a vibrant and multicultural university in the heart of a modern and diverse city. We welcome many international students every year – there are currently students from more than 80 countries among our student community.

The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.

Our international pages contain a wealth of information for international students who are considering applying to study here, including:

Studying in the UK is better

Overseas students studying in the UK are happier and have a better learning experience compared to those studying in other countries.

The International Undergraduate Students: The UK's Competitive Advantage report asked 365,754 international students studying outside their home country to give their feedback on what it's like to study in this country. And the UK scored top in every aspect.

So if you're looking at studying with us, you'll be making a good choice.

Overall measures: ranked positions
Undergraduate 2014 2014 2014 2013 2014
Recommendation 1 4 3 5 2
Overall satisfaction 1 4 3 5 2
Arrival overall 1 2 4 5 3
Learning overall 1 4 3 5 2
Living overall 1 2 5 3 4
Support overall 1 4 5 3 2

Birmingham City University International College (BCUIC)

International students who have a serious interest in studying with us but who perhaps cannot meet the direct entry requirements, academic or English, or who have been out of education for some time, can enter Birmingham City University International College (BCUIC) and begin their degree studies.


BCUIC is part of the global Navitas Group, an internationally recognised education provider, and the partnership allows students to access the University’s facilities and services and move seamlessly through to achieving a Bachelor’s degree from Birmingham City University.

Learn more about BCUIC

Popular home countries

Our students come from around the world but our interactive entertainment course is most popular with international students from:  

Gamer camp course facilities
NTI students
NTI foyer
Gamer camp Mindugas Play

The New Technology Institute (NTI) is a part of Birmingham City University's City Centre Campus at University House.

We help you learn a specific discipline such as digital marketing, programming or art and put that discipline into practice by offering flexible teaching space, dedicated development studios and open access work areas for group projects, as well as course-specific facilities.

Gamer Camp

  • Dedicated games development studio space.
  • Apple and Android target devices.
  • One high spec PC for game development per code and art student and high spec laptop per business student. As a Gamer Camp student you have your own PC and desk in a games development studio.
  • Wacom Cinetiq graphics tablets for selected art roles, such concept, GUI and character.
  • PlayStation 4 development and test kits. We were one of only five universities in Europe to receive PS4 Dev at launch.
  • PlayStation VITA development and test kits.
  • Perforce Source Control.
  • Hansoft Project Management software.

Interactive Entertainment

  • High spec PC laptop (Games Development and Digital Art), which is available to keep if you complete the course.
  • MacBookAir laptop (Digital Marketing), which is available to keep if you complete the course.
  • Dedicated studio space for projects.

Future Media and Film Futures

  • Access to dedicated studio space including iMac computers to deliver projects with external clients.
  • IMDB Pro.

Learning from industry experts

Discover more about the industry experts you can meet on our Interactive Entertainment degree course

Zuby Ahmed is one of our lecturers, watch this video to find out more.

Mike Villiers-Stuart

Senior Lecturer in Future Media and Digital Communication

Mike started his broadcasting career in 1983 as a journalist in cable TV newsrooms and progressed to becoming a news Producer/Director before moving into broadcast TV as a Network Director for Thames Television and Producer for the BBC.

In 1990, Mike joined the BBC team responsible for branding and promoting the corporation globally winning international awards, including BAFTA and D&AD Gold for on-air and off-air marketing and promotions campaigns.

Zuby Ahmed

Senior Lecturer & Programme Director MSc Video Game Enterprise & Production

Zuby is a seasoned game developer and manager, with a career spanning over 20 years, 15 years of which have been focused within the Games Industry.

Starting as a freelance writer for Edge, Zuby went onto work for Digital Image Design, Warthog Games, and EA Games.

In 2006 Zuby founded SmashMouth Games (SMG), with a focus on making innovative 'pick up & play' games whilst also starting his career in Higher Education as a lecturer. Zuby has taught graduates who have gone on to have successful careers, working for companies which include Sony, Ubisoft, TT Games and Rockstar North.

Mark Brill

Senior Lecturer in Digital Communication and Future Media

Mark Brill brings over 20 years experience in digital marketing and advertising.

He is a leading mobile and innovation strategist and has worked with a diverse range of global brands (Diageo, Chevrolet, Samsung, Kellogg's, Unilever and Louis Vuitton) as well as leading advertising agencies across the WPP and Aegis groups.

He also brings experience of working with small businesses and charities. Besides his brand work, Mark chairs the DMA Mobile and Connected Marketing Council, both promoting and developing best practice in the channel.

He is a thought leader and regular conference speaker at events such as Internet World and TEDx.

UK prospective students:

UK enquiry form

+44 (0)121 331 5595

EU / International prospective students:

International enquiry form

+44 (0)121 331 5389

Already applied?

Email the applications team

+44 (0)121 331 6295