Digital Marketing - BA (Hons)

UCAS Code:
Full Time (2 years)
September 2018
NTI Birmingham
In order to get you to the correct application form, we need to ask you a couple of questions:

This 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 a fast-paced creative industry. You’ll find yourself in placement activities making campaigns for top advertising agencies like AMVBBDO, or delivering development solutions to famous entertainment brands like the BBC, or using the latest technologies to produce exciting events, interactive experiences and games for global clients like SONY.

BA Digital Marketing is developed with our industry partners who are looking for “agency ready talent”.

What's covered in the course?

You’ll be based in the professional environment of your own digital media team and you will engage in workshops, lectures and live client-facing assignments with your peers, tutors and industry mentors.

We’ll give you your own MacBook Air to use for the duration of the programme, 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.

It’s all part of a bigger picture that answers 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 behaviors 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 unique combination of options and projects.

In addition to studying your specialism you’ll be working in collaboration with your peers, who’ve chosen to specialise in fast-track degrees around the feature film, digital art, and video games industries.  You’ll work together with expert professionals and tutors on shared projects to develop, make and deliver tangible media solutions to live briefs from big brands and prestigious clients.

All our teaching staff are professional academics with decades of proven experience and award-winning track records in digital marketing communications and advertising. Our industry partners are in the world’s top agency listings with global clients, some of the most famous brands in the world, elite credentials and internationally awarded campaigns. 

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?

  • Proven two-year accelerated BA Honours Degree programme.
  • Dedicated studio and state-of-the-art resources.
  • Award winning tutors (BAFTA, D&AD, RTS) with decades of experience in industry.
  • MacBook Air supplied for the duration of the course.
  • Industry placement opportunities with top agencies and clients.
  • Project-based, experiential learning with professional mentors.
  • No exams! Coursework assignments building to final project and portfolio of practice.


Students outside Millennium Point

Open Days

Our next Open Day for this course will take place on Saturday 20 October 2018. Book your place to see our facilities and speak to our staff and students.

Book your place

To welcome all new home and EU undergraduate degree students starting in 2018 or 2019, we're giving at least £150 worth of credit to spend in a host of ways, on books and a range of learning materials. Even better, it doesn’t have to be repaid. Terms and conditions apply.

Find out more

This course is open to International students

Entry Requirements

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

UK students

At the point of application, you must have GCSE at Grade 4 (C) or above in English Language and Mathematics. Equivalent qualifications and/or experience will be accepted

Typical Offers
UK Qualification Requirements 2018/19
GCE A Level/ AS Level BBB at A Level, excluding General Studies and Critical Thinking (120 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 120 UCAS points
BTEC Extended Diploma (18-units not including early years) DDM (120 points)
BTEC Subsidiary Diploma/ National Award (6-units not including early years) Combined with other level 3 qualifications to achieve a minimum total of 120 UCAS points
BTEC Diploma in Foundation Studies in Art and Design Distinction
International Baccalaureate Diploma

For students who complete the full IB Diploma: Obtain a total of 14 points or above from three Higher Level Subjects

For students who do not complete the full IB Diploma: Obtain a total of 16 points or above from three Higher Level Subjects 

Irish Leaving Certificate 120 points, including 4 higher level passes
Scottish Higher/ Advanced Higher 120 points, including 3 higher level passes
Welsh Baccalaureate (core plus options) Pass plus grades BB at A-Level (or equivalent qualifications) combined with other level 3 qualifications to achieve a minimum total of 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.
EU/International students
EU/Non-EU (International) Qualifications Requirements 2018/19
IELTS 6.5 (no less than 6.0 in any bands) or equivalent
International Baccalaureate Diploma (or equivalent, including internationally accredited Foundation courses).

For students who complete the full IB Diploma: Obtain a total of 14 points or above from three Higher Level Subjects

For students who do not complete the full IB Diploma: Obtain a total of 16 points or above from three Higher Level Subjects

In addition to the above, applicants will also need:
English Group A - Grade 4 or above
English Group B and Ab Initio - Grade 5

Country-specific entry requirements and qualifications.

International Students

Entry requirements here


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

From A/AS Level with a minimum of 2 A Levels

UK or EU students

Award Start Mode Duration Fees
BA (Hons) Sep 2018 FT 2 years £9,250 per year Apply via UCAS

International Students

Award Start Mode Duration Fees
BA (Hons) Sep 2018 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 and equal opportunities PDF form instead. The University reserves the right to increase fees in line with inflation based on the Retail Prices Index or to reflect changes in Government funding policies or changes agreed by Parliament up to a maximum of five per cent.

Guidance for UK/EU students


UK and EU 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

Non-EU (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.

Get more information on writing personal statements.

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

Additional costs

Our courses include activities such as performance, exhibitions, field trips and production of works or artefacts which may require you to purchase specific equipment, instruments, books, materials, hire of venues and accommodation, or other items. Many of these activities are essential and compulsory parts of your learning experience.

The link below gives you an estimate of the possible costs associated with key activities on your course. Please bear in mind that these are only estimates of costs based on past student experience and feedback. The actual costs could vary considerably (either greater or lower than these estimates) depending on your choices as you progress through the course.

All our students are provided with 100 free pages of printing each year to a maximum total value of £15.

View additional costs for this course

Worried about personal statements?

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

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

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.

Modules include:
Digital Marketing Primer
20 credits

This module unpacks the digital marketing landscape to place you at in the epicentre of its evolving channels, interactive platforms and emerging technologies. The aim is to help you identify yourself as a brand within that arena and optimise your professional development.

Audiences and Brand Development
40 credits

This module embeds a methodical, agency-practiced process into your assignments and project workflows. The objective here is for you to use a proven, professional approach to complex problem solving. You will use a template to gain intelligence for brief writing and making a professional pitch to a client.

Audience Research Methodologies
20 credits

The module unpacks the mechanics of audience research techniques. You’ll learn how to gain the unique and valuable insights brands need to understand and change their audiences’ hearts, minds and behaviours. Methodologies identified include techniques for primary research (such as online survey or focus groups), and interpreting secondary data sources (for example, industry studies or audience insight studies).

Planning and Strategy
40 credits

You’ll be shown how the disciplines of Planning and Strategy have developed in the industry, and how strategic models can be applied in practice. A structure of Discovery, Planning, Design, Development and Deployment (DPDDD) will be used to frame and shape how different models can be applied to design solutions for real agencies, clients and brands.

Interactive Entertainment, Development & Implementation and/or Narrative Entertainment Script & Production
20 credits

In this shared production module, you’ll work closely with your film business, digital art and video games colleagues. Working in teams, you’ll get the chance to choose if you want to make a video game as part of a ‘Games-Jam’ or build a digital experience as part of a ‘Story-Jam’. Either way, you’ll be working with top agencies and experienced mentors to deliver real products for industry.

Collaborative Practice
40 credits

In this shared production module you’ll work as a Digital Marketing team to research, develop and deliver a new product, service or experience. You’ll be project managing on behalf of a client or agency and you’ll be creative and strategic in giving them the results they want. You could find yourself working for a Hollywood film studio, a big TV company or an international games studio.

Year two

Modules include:

Market Research Methods
20 credits

This module is the first of your second year and focuses on the techniques that will give you the authority you need to make professional presentations in the workplace. Your tutors and mentors will show you how to look at your data, research and insights more critically, so that the observations you record, the recommendations you suggest and the marketing decisions you make are well supported by persuasive facts and figures.

Methodologies for Digital Marketing Campaigns
40 credits

In this module you’ll be using state-of-the-art project management techniques to run creative communities, and you’ll be optimising your clients’ marketing mix to make the best use of emerging technologies and trends in the digital arena. You’ll be exploring all the latest platforms and channels to find the perfect fit for your brand’s business and marketing objectives, as well as the best possible user experience for your client’s customers.

Content Marketing
20 credits

In this module you’ll experience the value of creating disciplined and professional content marketing campaigns for multiple audiences. You’ll be following the framework recommended by the Content Marketing Institute (CMI). The CMI is a leading global authority on content marketing, teaching brands how to attract and retain customers through compelling and multi-channel storytelling.

Professional Practice
40 credits

This module introduces you to the deeper skills and techniques around client-facing professional practice, agency methodologies, creative production, strategic brand management and deployment planning. You will be able to take informed risks and explore innovative ideas from the safety of the course as you prove your proficiency, develop your own specialism and define the scope of your final project with industry mentors in professional placement activities.

Final Major Project
60 credits

In this final three-month project you will consolidate all your learning into your own professional development plan through either a written dissertation or a portfolio of practice. It really is all about you… This is your chance to choose your specialism, your mentor, your agency for placement activity, and your place in the digital marketing and advertising industry. Dissertations are usually academic research papers, while portfolios are tangible media assets. Both options are for you to prove your learning to your tutors and showcase your talent, expertise and professionalism to industry.

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 join forces with your Digital Art, Video Games Development and Film Promotion colleagues to put your learning into practice. You’ll be working on ‘live’ briefs with top agencies, industry partners and clients like the BBC or Sony to deliver real projects that prove your proficiency in the digital marketing sector.

In your second year, you will consolidate your own digital marketing expertise through professional practice placements and your own, self-defined Final Major Project. In this, you will choose to write a dissertation or produce a practiced-based portfolio of work that is employment-led. This is all about your choices and your professional development.

So far, Digital Marketing students have used this final project to work on a national advertising campaign for the government through the UK’s most successful advertising agency AMV, international movie channel launches with branding agency Red Bee Media and automotive launches with digital agency MediaCom.

Teaching breakdown

29 Time in lectures, seminars and similar MidnightBlue
71 Time in independent study RoyalBlue

Assessment breakdown

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 interrupted by exams; allowing you to concentrate on becoming an effective team member.

Examples of classroom projects

Think jam logo

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.

mediacom logo

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!

Further Study

For successful graduates there is a natural progression from BA Digital Marketing to MA and MSc Future Media: Pro, which is a one year accelerated masters degree focused on exploiting digital media and marketing opportunities through emerging technologies and advertising agency techniques. Students taking this option can gain an undergraduate and postgraduate degree within 3 years.

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

Workplace simulations, placement activities and industry standard projects are all 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 direct 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 placement 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


Placement activities on the course range from the collaborations you share with our industry partners in your assignments to actually working for clients that the University introduces you to as part of the programme.

In your assignments, you’ll find yourself taking various briefs from your tutors, clients looking after brands, and agency strategists and planners who run prestigious accounts. You’ll be taught how to use the tools of the trade and expected to deliver your work to industry standards. Sometimes your placement activities will take the form of a brief only and at other times you may find yourself on projects where you are heavily involved with your client and hold regular milestone reviews of your progress.

By the end of your second year you are able to demonstrate professional proficiency and channel this into your Final Major Project. This is where most of our students develop employment-orientated relationships with the mentors of their choice. It’s these kind of relationships that build valuable professional contacts, promote networking across the industry and often lead to internships and eventually jobs for our students. You will be encouraged to engage with industry professionals throughout the programme and your tutors will make every effort to introduce you to contacts across the digital marketing and advertising and sector. 

Xtreme Robot Destruction

An awesome experiential event and showcase for student work, attended by VIPs from the digital games, advertising and art industries.


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

Links to industry

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

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

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

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

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

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

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.

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.

Two-Year Fast-Track

  • High spec PC laptop (Games Development, Digital Art and Design and Production) for the duration of the course.
  • MacBookAir laptop (Digital Marketing) for the duration of 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.
Digital marketing facilities 1
Digital marketing facilities 2
Digital marketing facilities 3
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Digital marketing facilities 6
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Digital marketing facilities 9

Learning from industry experts

Discover more about the industry experts you can meet on our two-year fast track 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.

Mark Brill

Senior Lecturer in Digital Communication and Future Media

Mark has worked in digital advertising and marketing for over 20 years and during that time his focus has been on delivering campaigns in emerging channels: web, mobile, social and now innovation through The Internet of Things. He has worked with global agencies such Aegis Dentsu and WPP, and brands including Unilever, Mondelez, Louise Vuitton and Chevrolet (to name just a few). Professionally, his strength is as a strategist – a role that combines data, insights and creative development. Mark’s teaching philosophy takes its cue from the punk ethic by encouraging students to give things a go and try out their ideas: ‘Here’s a chord, here’s a another, here’s a third. Now form a b(r)and!’ 

Read Mark's full profile

Venita Staff Profile

Venita Pereira


Venita has previously worked on a number of titles on a variety of platforms including the mobile hit Sonic Dash and at many games studios from nDreams, SEGA and Jagex going all the way back to old veteran studios such as Team17 in Wakefield.

Read Venita's full profile

Wai Mee Lo

Wai Mee Lo

Senior Lecturer

Wai is a Senior Lecturer in Digital Marketing and Future Media and has 10 years’ industry experience working at leading agencies such as MediaCom (WPP) and Universal McCann.

Her media career began in 2008 as a Digital Media Assistant whereby she gained fundamental experience in digital media planning and implementation for clients across digital communication channels such as Display, PPC, VOD, Social and Mobile.

During her media career, she has been appointed Senior Digital Strategist and Associate Director where she has fulfilled a leading role in providing clients with a long term digital communications strategy to execute and deliver.

Wai’s digital media experience spans across many sectors including Retail, Travel, Automotive, Finance, FMCG, Charity, Healthcare, Leisure and Education.

Read Wai Mee's full profile