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Digital Marketing - BA (Hons)

Currently viewing course to start in 2025/26 Entry. Switch to 2024/25 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
  • School School of Visual Communication
  • Faculty Faculty of Arts, Design and Media

This course is:

Open to International Students


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 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 (graduated 2021)

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.

Open Days

Join us for an on-campus Open Day where you'll be able to learn about this course in detail, chat to students, explore our campus and tour accommodation. In the week before the event, we’ll post you an event programme to plan your day and find your way.

Next Open Day: 29 June 2024

Book Now

Entry Requirements

These entry requirements apply for entry in 2025/26.

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 UCAS tariff points

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 2025

  • 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 2025

  • Mode
  • Duration
  • 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.


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.

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):

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.


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


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 building exterior
Parkside - Studio B with green screen and BOLT JR+ high-speed camera robot

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.

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

Christopher Morris

Senior Lecturer and Course Leader in Digital Marketing

After graduating from Northumbria University, Newcastle in BA (Hons) Advertising & Graphic Design, Christopher Morris was employed as an Art Director for several London agencies; Lowe Howard-Spink/Horseman Cooke, The Unknown Partnership & D4.

More about Christopher

Mike Villiers-Stuart

Senior Lecturer and Course Leader MA 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