Digital Marketing - BA (Hons)
Our BA Digital Marketing degree is a unique two-year fast-track programme that immerses you in real-world, professional advertising and marketing communications: Digital is the shared digital media experience between brands, users, technologies and trends. Marketing is how marketers add value to their brands and user experiences by fulfilling desires....
Studying with us in 2021/22
It is possible that the 2021/22 academic year may be affected by the ongoing disruption caused by the COVID-19 pandemic. Any arrangements put in place by the University for the 2021/22 academic year will be in accordance with the latest government public health advice, pandemic-related/health and safety legislation, and the terms and conditions of the student contract.
Our BA Digital Marketing degree is a unique two-year fast-track programme that immerses you in real-world, professional advertising and marketing communications:
- Digital is the shared digital media experience between brands, users, technologies and trends.
- Marketing is how marketers add value to their brands and user experiences by fulfilling desires.
It’s a powerful mix where you’ll be working with professionals to learn key skills in the fast-paced digital communications industry. You’ll find yourself making simulated advertising campaigns with agencies like Mediacom, or delivering marketing solutions to content brands like the BBC, or using the latest technologies to produce exciting events, interactive experiences and games for clients like Codemasters.
BA Digital Marketing is employment-led and teaches with a practice-based, knowledge-applied approach, where tutors and industry professionals work with you in classes and assignments to help you develop and grow your personal and professional development.
What's covered in this course?
You’ll be based in the School of Games, Film and Animation, at the City Centre Campus where you will engage in practical workshops, digital media production, lectures and assignments with your peers, tutors and industry mentors.
You'll have state-of-the-art resources to work in and top industry mentors to work with.
As you progress through the course you will build a knowledgeable skillset that gives you proficiency and know-how across disciplines and specialist expertise within them. Along the way, you’ll build a tangible ‘portfolio of practice’ that showcases your work and proves your professionalism; you’ll be making and delivering real media assets for real clients in the real world.
This course aims to answer the creative industry’s calls for savvy digital talent to exploit new opportunities and trends in emerging markets and technologies.
This means you’ll be looking for ways to reimagine trends, build brands, find fame, add value, optimise content, disrupt behaviours and monetise ideas across a range of media, platforms and channels.
To do this you’ll need to understand how it all works, and your BA Digital Marketing course has the answers in a rich combination of options and projects.
The Digital Marketing course has given me 'access all areas' and hands-on experience with top advertising agencies, real work placements and industry mentors. I've got a proven portfolio of professional work and my final project is with the UK's most successful agency AMV..." David Murawski (graduated 2016)
Why Choose Us?
- Small class sizes.
- No exams! Coursework assignments building to final project and portfolio of practice.
- Dedicated studio and state-of-the-art resources.
- Workplace simulation experiences - Project-based, experiential learning with professional mentors, encouraging intrapreneurial and entrepreneurial practices.
- The course is taught by award winning tutors (BAFTA, D&AD, RTS) and active practitioners, with a wealth of both academic and industry experience.
We accept a range of qualifications, the most popular of which are detailed below.
120 UCAS points
|LEVEL 2 QUALIFICATIONS|
|Irish Leaving Certificate (Ordinary Level)||See level 3 entry under Irish Leaving Certificate for full details|
|Scottish National 5||
Minimum overall score of 6.0, with 6.0 in writing and no less than 5.5 in the remaining three skills.
|Plus one of the following Level 3 (and above) Qualifications|
|A Level and Advanced VCE||
|AS and AS VCE||Considered with a maximum of 3 other Level 3 qualifications (AS Levels must be in different subject to A-Levels) to obtain 120 pts|
|Access to HE Diploma||
|Foundation Studies (Art and Design, and Art, Design & Media)||Considered with a maximum of 3 other Level 3 qualifications to obtain 120 pts|
|IBO Certificate in Higher Level||
|International Baccalaureate Diploma||
|Irish Leaving Certificate (Highers)||Pass the Irish Leaving Certificate with a minimum of 120 tariff points, achieved in five Higher level subjects. This must include English Language and Maths taken at either Ordinary Level (minimum grade O1-O4 (or A-C/A1-C3)) or Higher level minimum grade H1/H7 (or A-D / A1-D3 up to and including 2016|
|OCR Cambridge Technical Extended Diploma||DDM|
|Scottish Advanced Higher||
|UAL Extended Diploma in Art & Design||Merit overall / 120 UCAS points|
|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.
Additional information for 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 the qualifications detailed in this table.
|EU/Non-EU (International) Qualifications||Requirements|
Minimum overall score of 6.0, with 6.0 in writing and no less than 5.5 in the remaining three skills.
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.
|International Baccalaureate Diploma (or equivalent, including internationally accredited Foundation courses).|
International students who cannot meet the direct entry requirements can begin their degree studies at Birmingham City University International College (BCUIC).
Applications from mature students (21+) with alternative qualifications and/or considerable work experience will be considered on their merits.
Fees & How to Apply
- UK students
- International students
Award: BA (Hons)
Starting: Sep 2021
- Full Time
- 2 years
- £11,100 per year
- Apply via UCAS
Award: BA (Hons)
Starting: Sep 2021
- Full Time
- 2 years
- £14,500 per year
£150 free credit (home/EU students only)
For 2021 entry, all new home/EU undergraduate students will receive £150 worth of free credit to spend in a host of ways, on books and a range of learning materials.
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.
You will receive £5 print credit in each year of your course, available after enrolment.
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.
You will be able to download SPSS and Nvivo to your home computer to support with your studies and research.
Subscriptions to key journals and websites are available through our library.
Free access to Rosetta Stone
All students can sign up to the online learning language platform for free through the Graduate+ scheme.
Free access to LinkedIn Learning, which offers over 5,000 in-depth and bite-sized courses.
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.
Project materials (mandatory)
This course includes project work that requires you to develop and produce a portfolio or collection. You'll be expected to provide the materials for use in your individual major projects; costs will vary depending on the materials selected.
Excess printing (optional)
Once you have spent your £5 credit, additional printing on campus costs from 5p per sheet.
Personal equipment (optional)
Whilst not essential is it advised you own a computer or laptop capable of video editing.
Accommodation and living costs
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
Complete your details
Select your course
Write a personal statement
Get a reference
Pay your application fee
Send UCAS your application
There are three ways to apply:
1) Direct to the University
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.
UK / EU students are required to submit a personal statement as part of their application for this course.*
The personal statement 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:
Why does this course appeal? What areas are of particular interest?
If you have a specific career in mind, say how your chosen course will help you pursue this goal.
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.
*Non-EU students are not required to submit a personal statement when applying for this course.
Course in Depth
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):
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.
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.
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.
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.
The module is an opportunity to learn and critically reflect on the skills of collaboration by enabling you to create an interdisciplinary project with students from complementary disciplines. You will be tasked with completing a project over a short development / production period. This project may be set either by an academic or course industry-partner.
In order to complete this course you must successfully complete at least 20 credits from the following list of OPTIONAL modules:
The module is an opportunity to learn about the nature of interaction within game products and experience the challenge and thrill of developing a fun, gaming experience.
The ethos of the module is that of a ‘Game-jam’, where student teams will be tasked with completing a game brief inspired by either; a broad theme, a defined genre or a defined reference product. This project will be small in scope and scale, a micro-project.
The module is an opportunity to learn about the nature of storytelling, audience engagement and the variety of methods and tools a writer or communicators has at their disposal to engage, inform, excite and elicit emotional response from the audience.
Core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
In order to complete this course you must successfully complete all the following CORE modules (totalling 180 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.
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.
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).
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.
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.
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 to deliver projects that prove your proficiency in the digital marketing sector. Past clients have included BBC Creative and Sony.
In your second year, you will be challenged to self-direct your digital marketing research and to work autonomously to develop practical skills.
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.
Learning from industry professionals
Find out more about the inaugural Forward 2020 conference which gave students the chance to hear from and network with leaders in the digital marketing industry.
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: ThinkJam
Cinema chains and Hollywood studios want lucrative teenage audiences in their movie theatres. Your brief is to build a social media campaign so get the real ‘red carpet’ experience of film-going glamour… not the dodgy download.
2. Agency: MediaCom
MG Rover launching a new SUV into the UK car market. Your brief is to optimise Search around your brand, build a bespoke landing page for your product, bring target audiences to experience a test drive and persuade them to make the purchase!
Take a look at how students worked in interdisciplinary teams as part of a live project with Red Bee Media, an international broadcasting and media services company.
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.
There are visiting specialist lecturers, Honorary Fellows and industry experts who you’ll meet on field trips or in class and 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
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 Sony.
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.
Digital Marketing Executive at Sandwell College
“I would strongly recommend joining this course. The course provides an immense level of insight into Digital Marketing, practical experience in assignments and amazing teaching staff who provide years of expertise in this field."
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:
The UK remains one of the world's leading study destinations
The UK remains one of the world's leading study destinations for international students.
The first-class experience offered by universities are reflected in the world’s largest survey of international students. International students are more likely to recommend the UK than any other leading English-language study destination.
Facilities and Staff
Our School of Games, Film and Animation is based in the Curzon Building, a £63 million development, located on our City Centre campus.
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.
Course Leader BA (Hons) Film Business and Promotion / Interim Course Director BA (Hons) Digital Marketing
Rebecca has a commercial background in web, graphic design and video production, joining Birmingham City University back in 2003 to deliver on European funded projects supporting small businesses with screen-based technologies. The role involved strategizing and overseeing the development of websites and branded content. Rebecca went on to run a video production unit, Notion Studio, as a producer/studio manager for 3 years and worked with Birmingham Central Library to develop a digital library of early print materials for the creative sector.
Rebecca has been instrumental in developing the School of Games, Film and Animation’s course portfolio, supporting the writing and launch of new courses at postgraduate and undergraduate level, from our initial Games programmes, through to Film and Marketing provision.
Rebecca’s main areas of teaching are:
- Film business and marketing topics
- Professional/Academic Skills
Senior Lecturer in Future Media and Digital Communication
Mike has spent 30 years making creative marketing and advertising content for big brands like Centrica, global media giants like the BBC and international advertising agencies like Saatchi & Saatchi. Along the way, Mike’s work has won prestigious awards like BAFTA, D&AD Gold and RTS while launching digital channels for international broadcasters as well as consulting for NGOs and commercial clients in Africa, the Middle East, Europe, Russia, Asia and the Americas. Mike’s professional skill is in making short-form branded content and Mike’s teaching philosophy is “practice-led, knowledge-applied” around brand development, campaign strategy and ‘right-first-time’ creative solutions across established and emerging territories, platforms and channels.More about Mike
With over 12 years’ qualified experience in digital, Chaka’s career spans major high street and online department stores within the designer accessories market including Fiorelli, John Lewis, Debenhams and ASOS.
Prior to becoming an academic in 2017, Chaka was the Web and Digital Manager for Higher Education provider GSM London.
When she is not teaching, Chaka provides enterprise consultancy to small business and start-ups.More about Chaka
Abhi is a social media consultant and visiting lecturer at BCU. She has over ten years’ experience working in industry both B2B and B2C, agency and client side. Abhi is Facebook Certified and specialises in social media strategy, paid advertising on platforms such as Facebook, LinkedIn and Twitter and is responsible for implementing campaigns for brands in various industries from FMCG, retail and automotive, to healthcare, Pharma and e-commerce.More about Abhilasha