Digital Marketing BA (Hons)

at Coventry University

Why you should study this course
 

• CIM Graduate Gateway programme* - Gain exemption from certain modules of CIM qualifications upon successful completion of our Digital Marketing BA (Hons) course. Please see the Accreditation section for further information.

• DigiComm Lab* - Access our DigiComm Lab, equipped with the latest industry-standard marketing and advertising software and devices to support your creative development.

• Prepare for your future - Prepare for a future career in digital marketing with a work placement. Past students have secured placements at IBM, Microsoft, Procter and Gamble, L'Oreal, Warner Brothers and Rolls Royce.

• Industry insight - Learn about the latest trends and challenges from inspiring guest speakers, which have previously included the Marketing Director from ITV Studios, PR Account Director for McCann Erickson and Global Director BRANDZ of Kantar.

• Real world experience - Head out on industry field trips, to advertising agencies and exhibitions, which have previously included the Digital Marketing Show (subject to availability and additional costs may apply).

What you'll study

The main study themes covered on the course are:
 

• Marketing - You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.

• Communications - You will study concepts such as stakeholder communications and communications analysis techniques to support your digital marketing practices.

• Digital Marketing - You will study topics such as website design, web analytics and social media integration, creating and implementing digital marketing campaigns, as well as having the chance to develop your copywriting and blogging skills. 

• Research - This forms an important part of your course, aiming to give you skills in primary and secondary research. You will put this into practice by undertaking an independent and in-depth study of a digital marketing topic of your choice. This will form the basis of your final year dissertation. 
   

Year one

All of our Marketing degrees share some first year modules, designed to develop your understanding of the fundamental theoretical concepts that underpin the marketing function, in particular the role of consumer behaviour in marketing and selling situations. We’ll then explore the applications of marketing through digital tools, covering most of the aspects of deploying e-business and e-commerce within an organisation. All year one modules are mandatory.

Modules
 

• Marketing Research and Data Analysis – 20 credits

  The aim of this module is to introduce you to the wide range of secondary information that is relevant to marketing decision making. The difference between primary and secondary research is explored and applied in various business scenarios. The module also introduces you to basic techniques to analyse secondary sources of information. You will be given an opportunity to base your research presentation on a business case study or your work-embedded experience.

  Compulsory
   

• Marketing Principles and Practice – 20 credits

  This module aims to develop your knowledge and understanding of the fundamental theoretical concepts that underpin the marketing function. You will develop an understanding of key marketing theories related to the marketing mix, consumer behaviour, market research, marketing strategy, ethics and digital marketing which will act as a foundation of your future study.

  Compulsory
   

• Employment and Academic Skills – 10 credits

  This module aims to introduce you to a range of learning and communication skills and enable you to develop into an active learner. The module intends to drive skills through the overall course syllabus. You will also be expected to start planning for your future career. Skills gained on this module will enhance your career prospects which you can then apply later in your studies and optimise your possibilities for finding fulfilling employment.

  Compulsory
   

• Introduction to Integrated Marketing Communications – 20 credits

  This module will introduce you to Integrated Marketing Communications. The module is designed to explore the range of communication tools, such as Advertising, Direct Marketing, Personal Selling, PR and publicity available to practitioners for developing effective communication/promotional material. The module is focused on application and will therefore involve a significant amount of practical work applying different writing skills and innovative marketing communications skills to real life cases and exercises.

  Compulsory
   

• Organising for Business – 20 credits

  The aim of the module is to provide you with an introduction to the key principles of business organisation and management, which are required to achieve business objectives in competitive markets. The module will give you the opportunity to comprehend and discuss how market-led businesses organise themselves to achieve competitive success.

  Compulsory
   

• Introduction to Digital Marketing – 20 credits

  This module is intended to guide students on the applications of marketing through digital tools. It covers all the aspects of deploying e-business and e-commerce within an organisation. The module builds on existing theories and concepts and questions the validity of these models in the light of the differences between digital and traditional media. It investigates the different strategies of developing and implementing digital marketing and e-commerce to different organisational settings.

  Compulsory
   

• Add+vantage* - 10 credits

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

  Compulsory
   

Year two

During your second year, you’ll have the opportunity to develop more specialist knowledge, understanding and skills in key areas like advertising and website design. You’ll have the opportunity to learn how to manage social media, build online communities, create and implement digital campaigns, as well as exploring the impact of key developments in digital and social media on organisations, particularly within the communications and retail industries.

Modules
 

• Marketing Management – 20 credits

  This module will enhance your knowledge of marketing principles and practices by enabling you to apply these concepts to the marketing planning process framework. This involves the analysis of marketing data to make effective marketing decisions and develop medium term marketing plans. The module utilises a marketing simulation game operating on a web-based software platform.

  Compulsory
   

• Consumer Behaviour – 20 credits

  This module aims to provide you with an insight into how consumers make buying decisions and the various factors, both psychological and social factors that influence the decision-making process. The module provides a sound basis for further study in marketing, advertising and communication psychology.

  Compulsory
   

• Applied Advertising and Campaign Management – 20 credits

  This module is intended to give you the knowledge and skills needed to understand the creative process. You will examine the relationship between organisations and advertising agencies and will learn how to develop appropriate creative ideas in response to a creative brief. You will learn how to apply creative ideas across a range of media in integrated marketing campaigns. This module will also help you to understand that integrated campaigns are the result of successful management of the campaign across various types of marketing communications agencies.

  Compulsory
   

• Digital Analytics – 20 credits

  This module will address today’s business challenges associated with digital analytics. With the revolution of e-commerce and digital economy Digital Analytics has become a key framework for the corporate world and small businesses in twenty-first century. It has become an essential tool for crafting actionable strategy, measuring social media and multichannel effectiveness, and leveraging success through optimal experimentation using correct analytical techniques. Data driven marketing and analytics lies at the heart of twenty-first century business and marketing. This module will help you to understand the fundamentals of digital analytics, such as optimal search engine, everyday clickstream analysis, data capture mechanism, data segmentation, analytics vendor, along with actionable outcome and recommendations.

  Compulsory
   

• Career Preparation – 10 credits

  This module aims to enable you to acquire the confidence and appropriate skills to make an effective transition from education to work. The module has a dual focus: Firstly, you are encouraged to know yourself, to know what kinds of employment you are suited to, and secondly, you are encouraged to develop an awareness of employment markets/potential employers. Skills gained on this module will enhance your career prospects and optimise your possibilities for finding fulfilling employment. You are encouraged to consider, plan and apply for a placement opportunity or work experience.

  Compulsory
   

• Designing Online Presence – 20 credits

  This module is designed to allow you the opportunity to apply knowledge of web design and principles of digital marketing into a practical project of designing an online presence for a client, according to a brief. You will learn to critically evaluate the client brief and audit their situation and needs, and address them in your practical project.

  Compulsory
   

• Add+vantage* - 10 credits

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

  Compulsory
  
  Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student.
   

Final year
 

In your final year, you’ll have the chance to further develop your creative problem-solving skills and will be given the opportunity to assess ‘real’ design briefs for a range of media formats, using major high street brands as examples. You’ll also be able to choose an optional module, which aims to allow you to focus on the creative side of advertising, or on exploring the skills needed to set up your own business in future.
 

Modules
 

• Contemporary Marketing Issues – 20 credits

  The aim of this module is to enable you to investigate and discuss the latest developments in the academic thinking and practice in marketing and business practice. The module will encourage you to use a range of academic literature to increase your awareness of contemporary marketing issues.

  Compulsory
   

• Career Development – 10 credits

  This module aims to enable you to develop and refine skills, allowing you to gain the confidence and the competences needed to make an effective transition from education to employment. Learning gained on this module will enhance your career prospects and optimise your possibilities for finding, and succeeding in, graduate employment and your subsequent career development.

  Compulsory
   

• Social Media and Online Reputation – 20 credits

  This module aims to develop your knowledge of social media channels, their role in integrated marketing presence of companies and evaluation of their effectiveness. You will gain the knowledge of managing the brands reputation online through use of a variety of tools with a specific focus on social media. You will learn to evaluate the impact of social media activities for brands and how it can support the brand marketing strategy.

  Compulsory
   

• E‐CRM and Strategy – 20 credits

  This module intends to guide you in understanding and analysing the importance of E-CRM for organisations and their marketing strategy. The module will offer new frameworks derived from current cases and applications of E-CRM within the emerging field of Digital Marketing. Each lesson will take a collaborative approach towards understanding the topic area beyond its analytical and operational perspectives.

  Compulsory
   

• Project – 20 credits

  This module aims to provide you with an opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse in a specialist area of interest. You will choose an academic area related to your programme of study and apply your independent learning skills to research this area in depth. You will receive academic support through a series of group supervisions and will be allocated a project supervisor.
   

  The module includes three routes, and you will be given the opportunity to select your preferred route, although all project titles must be approved by the project supervisor in advance of commencing the project. The three routes are:
   

  Route 1: An individual research-based dissertation
  Route 2: An individual project report
  Route 3: A group project report. Where work is completed as part of a group, each group may have no more than five members.

  Compulsory
   

• Add+vantage* -10 credits

  The Add+vantage module allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

  Compulsory
   

• Optional modules
   

  Choose 1 from the following:
   

  Creative Advertising Development – 20 credits
  The aim of this module is to enable you to develop your creative problem-solving skills using realistic communication design briefs. You will be given the opportunity to assess ‘real’ design briefs for a range of media formats. You will engage in continual developmental work that will allow you to develop a range of ideas, responses and alternative creative solutions.
   

  Enterprise and Entrepreneurship – 20 credits
  This module aims to develop your understanding of business enterprise, entrepreneurship, start-up processes, effectual and critical thinking as applied to business innovation and creativity. Innovation, creativity and their applicability to entrepreneurship are essential skills for the marketer and business management. The module seeks to provide an academic and experiential perspective in the processes of managing enterprise entrepreneurship.

  Optional

Typical offer for 2022 entry.
 

English language requirements

• IELTS: 6.5 overall, with no component lower than 5.5 

International Fees
£15,300 per year

International Pathways 2022 Scholarship
You could enjoy a £3,000 reduction in tuition fees.
Our high-quality foundation, international year one and pre-masters courses are for international students who do not meet the requirements for direct entry to their preferred Coventry University undergraduate or postgraduate course. We can support you to achieve the academic and/or English grades you need and help you gain the personal and professional skills required to study at university.

We want to encourage ambitious international students like you to study at Coventry University, so we’ve secured extra financial support for you worth £3,000, to help with the cost of tuition fees, living expenses and accommodation.

The scholarship application deadline is:
September 2022 intake: 31 July 2022

Designed to prepare you for a successful career in digital marketing, this course offers opportunities to gain industry experience, such as field trips, live cases with clients, business simulations and work experience*. We currently have placement collaborations with employers, including Bromwich Hardy and BioCote. Past students have done work placements such as Marketing Executive at Arden Foods, Marketing Associate at Indivior and Digital Marketing Placement at MSD Pharmaceuticals.

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

• Analyse customers and stakeholders and their role within the digital marketing environment.

• Understand, evaluate and apply the principles and latest developments in theory of digital marketing.

• Identify and apply an appropriate depth of analysis and interpretation of data from relevant sources of marketing information and research techniques by using digital analytical tools.

• Understand and apply selected specialist sub-disciplines within digital marketing, advertising and management.

• Understand and apply creativity to design and evaluate ethical and sustainable solutions for a range of digital marketing situations.

• Evaluate and apply tools used in digital and social media marketing using appropriate software.

• Demonstrate a professional level of transferable, practical and cognitive skills to address complex problems in response to different digital marketing challenges.

• Develop international and cross-cultural perspectives on the opportunities and challenges of digital marketing, and apply management and operational plans to achieve digital marketing goals in these diverse contexts.

• Act as an independent learner, communicate to an audience effectively in written, verbal or electronic format and demonstrate effective interpersonal skills and intercultural competence to work in a team.