Digital Marketing & Social Media BA/BSc (Hons)

In your first year, you'll build a solid foundation from which to develop your knowledge and understanding of Digital Marketing and Social Media.

Marketing Fundamentals
You’ll be introduced to the concepts, theories and models utilised in marketing, providing the basis for further study within the course. Specifically, it introduces you to the objectives and theory of marketing as a business function. It explores the role of marketing within organisations and how marketing can be used in the achievement of an organisation's goals and objectives.

Introduction to Finance and Accounting
You’ll learn basic understanding of accounting terms and concepts, and we will provide you with knowledge and skills in understanding the recording, processing and reporting of business transactions and events. It is structured to familiarise you with the accounting process as an information system of business, and enhance you to apply the principles and processes to the preparation and presentation of accounting information.

Project and Operations Management
You will investigate the intricacies of managing operation processes and projects and its impact on shaping the competitive strategy of an organisation. Moreover, you’ll be introduced to the tasks and challenges fundamental to project management, the vital function of managing complex projects across multiple functions. You’ll learn the skills and tools of project management with a practical, hands-on approach.

Management and Organisation Behaviour
In readiness for further study, this unit introduces you to the concepts, theories and models utilised in management and organisation studies. Specifically, the unit is designed to offer you the opportunity to develop and gain management skills and knowledge about yourself, about others and about organisations.

Enterprise Project
You’ll learn the process of launching and building a new venture and research the relationships between this and entrepreneurship. You will be expected to explore a range of case studies, and identify and evaluate to what extent success of entrepreneurs could be based on their traits, styles and behaviours. With this knowledge you will apply business innovation as well as how to create value in firms, through new product or services, technologies, business concepts, transaction mechanisms, distribution channels, etc.

You'll be encouraged to broaden your understanding in your second year, and you’ll also select whether to pursue your degree as a BA or as a BSc qualification. Alongside academic theory, you'll benefit from an embedded practice-based learning experience as well as the opportunity to complete a professional work placement.

E-Business and E-Marketing (Digital Business & Marketing)
Throughout this unit you will have the opportunity to develop conceptual knowledge needed to develop your understanding of eBusiness and eMarketing strategies. The unit explores a diverse range of activities that comprise digital business and digital marketing strategy management to enable you to appreciate the major differences between traditional and digital business and marketing activities at a strategic level.

Entrepreneurship and Creativity
This unit provides an overall insight into entrepreneurship and the creative approaches to the study of entrepreneurship. You will investigate the factors, which underpin successful entrepreneurship activities for small and medium sized organisations. You will also explore issues related to individuals and enterprise entrepreneurial mint-set, as well as small and family businesses.

Professional Practice and Marketing Placement
The aim of this unit is to provide you with marketing acumen and practical skills in becoming a business and management professional. Ideally, you will have the opportunity to conduct an internship in a business organisation, or you will be participating in a set project which will enable you to achieve your learning objectives and outcomes. 

Global Marketing
Building on your knowledge of Marketing Fundamentals from year one, this unit provides detailed understanding of global business environment for you, as an international marketing manager to make complex marketing decisions. Moreover, it will explore details of the international marketing planning process, so you will be provided with knowledge and understanding required to produce a feasible and viable international marketing plan, which often is a strategic activity for any business operating in an international context. In addition, you will also be able to demonstrate and develop skills in conducting secondary research and use evidence to justify your strategic marketing decisions to construct your own global marketing plan.

If you opt to complete a professional practice year, this will take place in year three. You will undertake a placement within the creative industries to further develop your skills and CV.

While on the Professional Practice Year, you will be required to pay a reduced tuition fee for that year. This fee will be determined using government funding regulations. Based on current regulations, we expect this to be a maximum of 20% of the tuition fee rate that you are charged for your second year of study. You will also incur additional travel and accommodation costs during this year. The University will provide you with further advice and guidance about this as you approach your Professional Practice Year.

You will expand your research skills and develop stronger independence in your third year. You'll complete your degree with the marketing knowledge and skills valued by employers.

Marketing Strategy and Planning
You will gain fundamental understanding of marketing concepts and your insights gained in differentiating the role of marketing manager in domestic and international marketing decision making (Global Marketing), as well as the practical knowledge and skills of marketing process.

Market Research
This unit will equip you with the practical skills needed to undertake effective research and analysis, which will contribute to your final Integrated Marketing Project. Using a range of research methodologies, you will be able to review case studies, identify trends, market research and varying contexts in which market research can support marketing decisions.

Enterprise Sustainability and Business Ethics
Ethical behaviour and corporate social responsibility can bring significant benefits to a business and as sustainability now forms part of the everyday consciousness of the consumer its presence will be permanent. We will present you with the concept of business ethics and develop your abilities to examine its relevance when considering business objectives and responsibilities.

Integrated Marketing Project
This unit aims to demonstrate your knowledge and understanding developed from previous business and marketing units, and your ability to integrate and apply academic and practical knowledge at a strategic level, often valued by business consultancy organisations and employers. This is a negotiated project, which can either evolve from your experience working in an organisation, or can be delivered as a marketing plan or a marketing consultancy project.