Professional and Digital Marketing

The BA (Hons) Professional and Digital Marketing programme aims to develop students’ abilities to create and execute digital marketing strategies
which address the challenges of the changing global marketplace. Students will have the knowledge and skills to be able to recognise and respond to business opportunities and customer requirements through a range of digital channels. Content marketing, campaign management, and financial and analytical tools will be studied and applied to deliver successful initiatives that meet the needs and aspirations of their organisation. Professional mastery, leadership, and management is a focus of study at Levels 4, 5 and 6.

The BA (Hons) Professional and Digital Marketing programme is designed to give a broad coverage of contemporary marketing topics and issues within business and management. Both strategic and operational options will be studied and discussed. The Professional and Digital Marketing course is designed to create options for students who are interested in strategic marketing, digital marketing, marketing analytics, and branding.
Through detailed theory and experience, the course will build the essential skills that employers expect from graduates allowing you to lead in professional and digital marketing from people management, business analytics to developing a marketing strategy. This course is designed to enable you to learn about the subject area, to apply your learning to form opinions and solve problems, to practice subject specialist skills with competence and confidence and to develop abilities to construct your own knowledge and attributes independently. Along with subject based knowledge and skills, you will also develop both academic and employment skills and use these in a variety of ways.

The course is delivered on campus and requires students to attend two days per week. Delivery of the course is through a range of methods including lectures, seminars, case-study, discussions, and workshops.

Year One:
In the first year, students build a strong foundation in marketing by exploring core marketing principles and concepts. Students learn how to recognise key business, management, and marketing issues in a fast-moving business environment. This process strengthens their problem-solving abilities and communication skills, which are essential for academic progression and future professional roles.
Lectures, seminars, case studies, and workshops.

Year Two:
Building on the initial foundation, students expand their knowledge of strategic and operational marketing allowing them to further explore how strategic and operational marketing is changing. They also develop research capabilities that support the creation of informed options within strategic and operational marketing.
Lectures, seminars, case studies, and workshops.

Year Three:
In the final year, students consolidate their expertise in the strategic manage of marketing. A global perspective ensures that marketing analytics and options reflect the contemporary nature of global marketing management. Students will enhance their analytical and communication skills, preparing to deliver data driven strategies and tactics.
Lectures, seminars, major research project, case studies, and self-directed

Typical Module Diet (All Modules are 20 credits unless stated)

Year 1 (level 4)
-Marketing Processes and Planning
-Digital Marketing in practice
-Principles of Content Marketing
-Digital Marketing Analytics
-Introduction to Financial Management
-Marketing Management

Year 2 (level 5)
-Project Management
-Managing Operations and Organisational Change
-User Experience Design
-Digital Marketing Campaign Planning
-Research Methods
-AI Content Creation

Year 2 (Level 6)
-Globalisation and Management
-Commercial Intelligence
-Major Project (Sem 1 and 2) – 40 credits
-Sustainability Marketing
-Strategic Brand Management
-Major Project (Sem 1 and 2)

Case Studies
Presentations
Marketing Plan
Essays
Project Management Report