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Digital Marketing - BA (Hons)

Currently viewing course to start in 2023/24 Entry.

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....

  • Level Undergraduate
  • Study mode Full Time
  • Location City Centre
  • Award BA (Hons)
  • Start date September 2023
  • School School of Visual Communication
  • Faculty Faculty of Arts, Design and Media

Overview

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, with industry-driven instruction in the skills you’ll need for the fast-paced digital communications sector.

You’ll be working with Digital Marketing Institute (DMI) certified lecturers and top agency talent to solve creative briefs, launch simulated marketing campaigns and build multiplatform experiences for brands and their customers.

BA Digital Marketing is employment-led, so the course teaches a practice-based, knowledge-applied approach: tutors and industry professionals work with you in classes and assignments to help you grow in your personal and professional development.

This course is open to International students.

What's covered in this course?

You’ll be based in the School of Visual Communication, 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.

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 in employment as a team player, and in enterprise as an entrepreneur.

This course aims to answer the creative industry’s calls for savvy digital talent to exploit new opportunities 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 this BA Digital Marketing course has the answers in a rich combination of options and projects.

Accredited By

This course is accredited by:

  • DMI (Digital Marketing Institute) Accredited logo

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?

  • 95% of students are satisfied with the teaching on this course (NSS 2022).
  • 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.

Studying with us during the Covid-19 pandemic

The University has put in place measures in response to Covid-19 to allow us to safely deliver our courses. Should the impact of the pandemic continue in future years, any additional or alternative arrangements put in place by the University will be in accordance with the latest government public health advice, health and safety legislation, and the terms and conditions of the student contract.

Open Days

Join us for an on-campus Open Day where you'll be able to explore our campus and facilities in person. You'll be able to hear more about your chosen subject area in our course talks.

Next Open Day: Saturday 1 October 2022

Book 1 October Book 22 October

Entry Requirements

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

Essential Requirements

120 UCAS points

LEVEL 2 QUALIFICATIONS
GCSE
  • GCSE English Language at grade C/4 or above
  • GCSE Maths at grade C/4 or above
  • Must have been achieved at the point of enrolment
Irish Leaving Certificate (Ordinary Level) See level 3 entry under Irish Leaving Certificate for full details
Scottish National 5
  • English Language at grade C or above
  • Maths at grade C or above
  • Must have been achieved at the point of enrolment
IELTS 6.0 overall with no less than 5.5 in each band.
Plus one of the following Level 3 (and above) Qualifications
A Level and Advanced VCE
  • BBB / 120 UCAS points
  • Excluding subjects General Studies & Critical Thinking
  • A maximum of 4 subjects are considered. These can be other A/S Levels (as long in a different subject) A-Levels or Level 3 equivalents.
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
  • Pass with 60 credits overall. At least 45 credits at Level 3 with 20 credits at merit or distinction
  • Information, Communication Technology and Business subjects preferred but other subjects also considered
  • Pearson BTEC National Extended Diploma (2016 – present)
  • Pearson BTEC Extended Diploma (QCF) (2010 - 2016)
  • BTEC Level 3 National Diploma (2002 – 2010)
DDM
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
  • Students who do not complete the IB Diploma will be considered on the basis of their IB Certificates if they obtain a total of 14 points or above from three Higher Level Subjects
  • Considered with other acceptable level 3 qualifications to meet 120 UCAS Tariff Points
  • For students who do not already hold a GCSE in English Language at Grade C/4 or above Standard Level English Language (not literature) English A - Grade 4 or above or English B - Grade 5 from the IB Diploma will be accepted
  • For students who do not already hold a GCSE in Mathematics at Grade C/4 or above Standard Level Maths, grade 5 or above from the IB Diploma will be accepted
International Baccalaureate Diploma
  • Obtain a minimum of 28 points overall
  • For students who do not already hold a GCSE in English Language at Grade C/4 or above Standard Level English Language (not literature) English A - Grade 4 or above or English B - Grade 5 from the IB Diploma will be accepted
  • For students who do not already hold a GCSE in Mathematics at Grade C/4 or above Standard Level Maths, grade 5 or above from the IB Diploma will be accepted
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
  • Achieve a minimum of 120 tariff points achieved in either three Advanced Highers or from a combination of two Advanced Highers plus two Highers.
  • Where three Advanced Highers have been taken achieve a minimum of grades CCC
  • Where a combination of Highers and Advanced Highers have been taken you must achieve (grades of CC in two Advanced Highers plus grades of CC in two Highers).
UAL Extended Diploma in Art & Design Merit overall / 120 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.
Additional information for EU/International students
Essential

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
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.

International Baccalaureate Diploma (or equivalent, including internationally accredited Foundation courses).

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).

Mature Applicants

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

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 2023

  • Mode
  • Duration
  • Fees

International 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 2023

  • Mode
  • Duration
  • Fees
  • Full Time
  • 2 years
  • TBC

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

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 access to Rosetta Stone

All students can sign up to the online learning language platform for free through the Graduate+ scheme.

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

  1. Register with UCAS
  2. Login to UCAS and complete your details
  3. Select your course and write a personal statement
  4. Get a reference
  5. 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

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:

  • 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.

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

*Non-EU students are not required to submit a personal statement when applying for this course.

Course in Depth

Year one

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):

In order to complete this course you must successfully complete at least 20 credits from the following list of OPTIONAL modules:

Core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.

Year two

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

Download course specification

Download now

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.


Learning from industry professionals

Find out more about our inaugural Forward 2020 conference and subsequent events which give students the chance to hear from and network with leaders in the digital marketing industry.

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:

DMI (Digital Marketing Institute) Accredited logo
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.

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. 

Graduate stories

David Kenning profile-Digital Marketing grad

David Kenning
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."

Find out more about David's experience

International

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:

Facilities & Staff

Parkside - City Centre Campus
Parkside - Milo Studio

Our visual communication degrees are housed in the state of the art £62 million Parkside Building, part of our City Centre Campus.

We offer extensive studio and workshop space and cutting-edge equipment such as Vicon 3D (an external tracking motion capture facility) and Gypsy (an exoskeleton-based motion capture system). Both of these systems extend the possibility for production of 3D animation and films.

You will enjoy access to our Hollywood standard MILO unit. We were the first School of Visual Communication in Europe to offer MILO motion capture technology, now one of only two owned by Universities in Europe.

We offer cutting-edge provision such as digital print centres and Sonny Ross became the first student on the Visual Communication course to master the art of the RISO machine. He has since used this to produce many successful RISO publications including “Rojo & Baxter” which has been a success at various zine and book fairs across the country.

The Parkside Building also offers:

  • exhibition space
  • digital and analogue photographic facilities and studios
  • dark rooms

Our staff

Chaka Jones

Course Leader, Digital Marketing

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...

More about Chaka

Adriana Braje

Acting Course Director and Lecturer

Acting BA Digital Marketing Course Director. Creative marketing lecturer, consultant, and auditor with extensive practical experience in marketing strategy development, implementation, and evaluation. A passionate professional specialising in niche markets with clients across the USA, UK, Belgium, and UAE. Founder of @adrianabraje digital brand...

More about Adriana

Mike Villiers-Stuart

Senior Lecturer and Course Leader MA/MSc Future Media

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...

More about Mike

Abhilasha Thaker

Visiting Lecturer

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...

More about Abhilasha