Digital Marketing

This course develops the skills, knowledge and understanding of successful marketing strategies using digital platforms and social media.

You will explore marketing, finance, branding and strategy, and creative practices such as digital arts, fashion, communication design, lens-based practices, music and performing arts.

You will develop the skills and attributes to excel in both the practical and theoretical skills of digital marketing, whilst studying and amongst a thriving community of diverse creatives. Using our resources and expertise you will explore digital marketing practices, and have opportunities for collaboration with students studying marketing, subjects across art and design, fashion, and still and moving image, writing and the performing arts.

You will also have the opportunity to engage with live briefs and experienced creative industry professionals to help support your development for progression into employment.

The course will develop your critical enquiry into specialist areas of marketing to build knowledge and understanding through the creation of content for digital platforms. The essential skills for the analysis and interpretation of data to inform strategic decisions will be gained alongside more practical skills with digital software, photography and filmmaking tools to create content for multiple platforms. The production of a portfolio will demonstrate your ability to design and execute comprehensive digital marketing campaigns for the creative industries.

What You'll Study

Year one – This will introduce digital marketing within the context of specialist creative industries to help develop your understanding. You will explore the fundamentals of digital marketing concepts to examine the behaviour of consumers in response to current digital marketing strategies, developing your knowledge of strategic planning to align with business ambitions. You’ll also be introduced to the fundamental tools for creating your own online content including still and moving image.

Year two – You will examine social media marketing to engage with global audiences and build communities, exploring content creation and digital marketing to create and manage content across multiple platforms. You will employ web analytics to inform data-driven decision making and use available tools to create material, track performance and improve your marketing strategies.

Year three* – You will refine your critical enquiry and extend your skills and experiences within an area of your interest. You will explore brand management to build and maintain strong digital brands, understanding the importance of online reputation management. The development of a portfolio of outcomes will assist you along your career path within the creative industries.

*If you choose to study this course over four years, this will include a placement year (also known as a sandwich year, work placement, industrial placement, or year in industry), which provides a fantastic opportunity to enhance your employability and gain practical experience in your field of study. The placement year typically occurs after year two and before year three. Read our placement year FAQs at www.leeds-art.ac.uk/undergraduate-placement-year-faqs.