About the course
Indicative course structure
Digital media continues to transform the way brands and companies interact with consumers. This course is a direct response to the fast-paced changes in marketing, giving you an up-to-date understanding in topics such as digital marketing, mobile business technologies, creativity, technology and innovation, web analytics and social media monitoring. It also gives you the vital fundamental principles that underpin all marketing. During this degree, you’ll have the opportunity to study for a professional qualification with the Chartered Institute of Marketing (CIM), significantly enhancing your career prospects. In the First Year, students are given the opportunity to become Affiliate Members of CIM and study for a first CIM award.
Partnerships and opportunities
As part of our enterprise focus, we give you many options to gain work experience. You can undertake internships during the summer, engage in multiple work shadowing opportunities, and take on a yearlong placement between your second and third year. Our students completed placements with a wide variety of commercial and industrial companies, such as Walt Disney, IBM, Porsche, Toyota, BMW, Body Shop, Rent-a-car Enterprise, House of Commons, Hugo Boss.
The course is taught by a range of staff with relevant expertise and knowledge appropriate to content of the modules taught. Senior academic staff, qualified professional practitioners and researchers enhance module content with relevant up to date trends.
Many students also choose to broaden their horizons through our study abroad programme in second year with one of our partner universities in Europe, North America or Australia. Without a doubt, they come back with excellent skills in a second language in addition to fantastic memories, experiences and career skills.
Study for a Chartered Institute of Marketing Qualification
Students taking BA Marketing with Digital Communications degrees are eligible to study for Chartered Institute of Marketing qualifications whilst at university. In the first year, students are given the opportunity to become Affiliate Members of the Chartered Institute of Marketing and study for a first CIM award. Opportunities to gain additional CIM qualifications are offered during the second and final years.
You may also be interested in the following courses: Marketing and Marketing and Advertising
Why choose this course?
5 Reasons to Study BA(Hons) Marketing with Digital Communications
- The course is professionally accredited by the Chartered Institute of Marketing and gives you chances to study professional qualifications.
- You will get to work on live industry projects using real data and working with businesses and charities across the UK.
- The course gives you the opportunities to do a work placement in SMEs or large corporations, developing key employability skills
- All students have the option to study abroad developing a global attitude towards digital marketing.
- You will develop key marketing and communications skills at a leading international business-facing University.
As this course is accredited by the Chartered Institute of Marketing, you have the opportunity to study for CIM professional qualifications. The course also offers value exemptions from a variety of CIM qualifications through the Graduate Gateway. The Chartered Institute of Marketing has commended Hertfordshire Business School on numerous occasions for the success of the students studying CIM qualifications alongside their course.
Graduates have found employment in fields such as marketing, sales, advertising, marketing agencies, market research, merchandising and B2B marketing. Our graduates can leave with key employability, enterprise and strong interpersonal skills. The average salary six months after graduating is £20,000 rising to an average of £26,000 after 40 months. 92% of BA(Hons) Marketing with Digital Communications graduates are in work or full time study after 6 months.
What job can I get?
Graduates are ideally placed for jobs in online communications, social media, branding, web analytics and digital marketing. You’ll also be well prepared for more general marketing and advertising roles with large companies and specialist agencies.
You will be studying 4 modules in each semester and your contact time varies between modules, but usually you will have two sessions per week for each module, a one-hour lecture following by a one-hour seminar/tutorial. Typically, a new topic or theory will be introduced in each lecture and will be followed up with class discussion and feedback in the subsequent seminar. In addition, as part of your study time, you will be collaborating with your peers on tasks and group assignments. Module leaders also offer weekly drop in and feedback sessions, usually 2x1 hours per module as well as revision sessions.
The University’s ‘online learning environment’ means you can access all your course resources, literature and timetables from anywhere in the world.
Usually, assessment is split between coursework and examinations. The style of coursework can vary from presentations to business reports, essays depending on the taught topics.
All students have the option to study abroad in more than 30 countries across 6 continents. The course allows you the opportunity to study abroad, giving a firm grounding an internationally and globally employable marketer.
Study abroad opportunities are available worldwide and in Europe under the Erasmus+ Programme. Find out more about what Study Abroad can do for you.
As with all courses at Hertfordshire Business School, you can undertake a paid work placement in a UK or International business. During this time you will be employed by a business and will be subsequently paid. The Careers, Employment and Enterprise team based on the campus can help you find and tailor applications to maximise the chance of securing a relevant placement.
Academic Skills - 0 Credits
The aim is to provide the opportunity for students to develop and apply a range of academic skills, which typically include personal organisation and self-management, independent research, analysis, evaluation, writing and presentation. It is flexible learning so it can be taken in any semester. The intended outcome is to enhance students’ skills so that they can improve their university study and related work, to meet organisational and academic needs, now and in the future.
Introduction to Marketing Communications - 15 Credits
The module will introduce students to the various aspects of marketing communications tools from initial analysis of the market through to developing an expanding range of promotional techniques. The module combines an understanding of relevant marketing theories, for instance consumer and organisational buyer behavioural models, buyer behaviour; market segmentation, targeting and positioning; and marketing research, exploring the use of all elements of the promotion mix. This module will cover the main areas of advertising, personal selling, sales promotion, public relations, sponsorship and direct marketing. Attention is also given to new areas of increasing relevance such as product placement and electronic media.
Creativity, Technology and Innovation - 15 Credits
This module covers the main theoretical models of the discipline, and an understanding of the external environmental climate for products and services, and the main business processes and resources affected when businesses react to these new challenges. Appropriate international perspectives will be included.
Creativity, technology and innovation are three important interrelated drivers for internal and external marketing strategy. Marketers are increasingly being challenged to manage these assets, and driver changes in business processes and resource skills. How can marketers utilise these assets to create, develop and deliver customer valued products and services? How will this reconcile with the corporate imperative to make profits? Externally, how does the consumer and customer react to these new technologies? Will patterns of business and markets change as a consequence of these sometimes discontinuous innovations? Creativity in the products and marketplaces produce their own unique challenges, do they represent opportunities or threats to market leadership?
Marketing Data Analysis - 15 Credits
The module will introduce students to a variety of data analysis techniques for marketing. Using these techniques, students will be guided into formulating and solving models of business problems, using marketing data sets where possible. Students will learn to interpret the solutions. Students will be introduced to and encouraged to use spreadsheet and statistical software.
The main topics studied include: investment appraisal; summary statistics; probability distributions for marketing; correlation and linear regression; forecasting techniques for time series; and project management.
Professional Development for Marketers - 30 Credits
The module provides students with academic study skills and strategies to underpin their subsequent studies, and a series of practical business skills that will assist them in becoming effective marketing professionals.
Principles of Marketing (CIM) - 15 Credits
The module aims to introduce students to some of the key ideas of marketing and is suitable for both marketing and non-marketing students. It examines the environment within which organisations operate and the role of marketing within the organisation so that students can understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of 'marketing'. Concepts central to an understanding of marketing are considered - segmentation; targeting and positioning; the product life cycle; the 4Ps; buyer behaviour, etc.
The module provides insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and co-operation in order to reduce the potential for conflict.
Digital Marketing Essentials - 15 Credits
This module introduces students to digital marketing tools and techniques widely used by marketers across different kinds of organisations. The module is highly interactive and uses current case study material to expose students to digital marketing campaigns - success and failures -, digital marketing evaluation techniques and integration of digital marketing with organisations’ overall business strategy and marketing communication.
Foundations of Economics for Marketers - 15 Credits
The Module introduces basic economic principles and aims to develop economic reasoning, ultimately leading students to appreciate the application of economics to a range of marketing and business problems and its relevance in a variety of contexts. It starts with building the knowledge of how resources are allocated, distributed, and utilised. Consequently, the production of goods and services, and their consumption will be considered. As a result, the microeconomic concepts of decision and choice will be addressed, linking directly to the consumer behaviour issues in marketing. The discussion about pricing and use of inputs, the interdependency of markets, and economic welfare will equip students with the decision-making tools. And, finally, the macroeconomic aspects (for example, economic growth, financial and business cycles, the role of money and finance in the economy) will provide further insights into the business environment.
Digital Marketing in Practice - 15 Credits
Digital marketing highlights the impact of IT on the key marketing concepts and tools (market research; segmentation, targeting positioning; consumer buying behaviour; marketing information systems; strategy and planning; and marketing mix). The role and development of the internet will play a significant part in this module.
Managing People - 15 Credits
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes:
- The development of HRM, theory and practice, contextual factors, strategic approaches.
- Recruitment and selection - role of R&S, models of R&S and their application.
- Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations.
- Flexibility - managing flexibility.
- Performance and reward management - managing people for performance, motivation and the link with reward management.
- Employee participation and involvement - definition of terms. Factors affecting the success of employee involvement (EI). Effective communication.
- Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes.
Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced.
Mobile Business Technologies - 15 Credits
In today's digital age, mobile phones have become an integral part of daily life used by millions of people and businesses around the world. Increasingly sophisticated technologies from Apple, Google and Blackberry in both the hardware and the software are turning mobile phones into communications devices that are taking over from the desktop PC as the most important piece of business equipment. Furthermore, some of the most important benefits of different mobile technologies are improved communication with staff, clients, suppliers,reduced downtime, increased productivity and improve customer service. TheTherefore, this module looks at the heart of the power of the mobile business technologies for different areas of organisations.
Enterprise - 15 Credits
In this module, students study the nature of enterprise and entrepreneurship, its importance to society and the individual personal opportunities that developing enterprise skills provides. Students will also work in a team to identify a new business opportunity and take this idea through the full business planning cycle, ending in a formal presentation of their proposed enterprise.
Topics covered will normally include:
- Concepts of enterprise and entrepreneurship
- The economic impacts of enterprise
- Insights into developing new ideas
- Construction of business plans
- Sources of advice and support schemes
- Net working
Enhancing Employability in Marketing - 15 Credits
The module will enable students to research employment issues and opportunities and in marketing and to develop an action plan to help them secure eventual employment. It will also help students to continue to develop their employability skills.
Module content will include:
- The changing nature of the workplace and employer needs
- Job search and career planning
- Personal development planning
- Recruitment and selection processes including the use of selection centres
- Contemporary issues affecting employability within marketing
Students will identify a potential career area, research relevant employment issues and analyse specific opportunities available in this field, before carrying out appropriate personal analysis leading to the formalisation of a career action plan.
Strategic Marketing Planning - 15 Credits
This module will introduce students to the underlying philosophy of marketing planning and the significance of the planning phase in order to give an overall perspective of what planning aims to achieve. It will introduce a range of tools and techniques for use when developing marketing audits and plans and test students’ ability to synthesise and apply these.
Consumer Behaviour - 15 Credits
The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Perception of the self and brands is considered along with the social issues of behaviour, beliefs and personality and its longer-term impact on consumer learning. The module offers an introduction to the psychology of the consumer, and the impact that this has for the Marketer in creating, developing and delivering customer-valued products and services.
Understanding Customers - 15 Credits
The understanding of consumers and their buying and consuming behaviour will enable students to have a greater understanding of targeting customer groups, products, services and brand positioning for the development of new products and services, target marketing and tailored communication strategies. This module will equip students for a career in market and customer analysis and research, advertising and marketing communications.
Global Marketing Ethics and Culture - 15 Credits
Global marketing success is a function of perspective, opportunity, motivation, organisation, knowledge and skills. The challenge for today's global marketers is to identify those opportunities appropriate to the firm, to develop appropriate marketing strategies and build and sustain competitive advantages in co-operation with other members of the firm as well as external partners.
To this end, the module will provide learning opportunities to appreciate current writings and perspectives on the global marketing environment. Opportunities will be given to analyse different global marketing organisations and their environments, suggest and implement realistic strategies and plans and control mechanisms.
The module addresses global issues such as the macro environment, market entry strategies, communication, price, planning and control.
Market and Social Research - 30 Credits
This module is designed to provide students with a good understanding of research theory and practice, from the perspective of marketing management.
We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow.
The principles and practice of qualitative and quantitative research are analysed in depth. This includes the selection of appropriate methodologies/methods, data collection instruments design, analysis and intepretation of qualitative and quantitative data. We also look at ethics in marketing and social research. Real and hypothetical cases are used to assess differences that exist between industries and types of behaviours.
Contemporary Issues in Marketing - 15 Credits
Selected contemporary issues in marketing will be explored from a critical perspective. Students will look at the research methods are used to explore marketing topics and concepts and investigate how different researchers have presented themes in marketing and the arguments they have made.
Web Analytics and Social Media Monitoring - 15 Credits
This module will be focusing on two main areas: being able to understand and apply tools available for monitoring digital campaign and website performance. The module prepares students for employment in a digital marketing capacity, either in an agency or client side.
Agency Relations - 15 Credits
This module will be focusing two main areas:
- understanding the frameworks of working in an advertising and communications agency
- preparing for employment within an agency environment
HBS Placement - 0 Credits
This activity is self-directed by the student and carries no credits. Students will be supported by the Professional Experience Module Leader, Professional Experience Visit Co-ordinator, an Academic Mentor and the Centre for Academic Skills Enhancement (CASE). Successful completion of the Professional Experience Module leads to the appropriate suffix on students’ degree title stated on the programme specifications.
Industrial Placement Sem B only - 0 Credits
Industrial Placement Year - 0 Credits
Placement Study Abroad (South East Asia) - 0 Credits
The student will complete a period of study abroad at a partner institution following an appropriate programme of study, set out in a learning agreement, agreed by the student, the programme tutor at Hertfordshire and the international office at the partner institution.
The programme of study in a placement year is less prescribed and can both reflect the interests of the student in their discipline area or to broaden their education.
Placement Study Abroad (North America) - 0 Credits
Placement Study Abroad (Australia) - 0 Credits
Placement Study Abroad A (Europe) - 0 Credits
Placement Study Abroad B (Europe) - 0 Credits
Placement Study Abroad (Europe) - 0 Credits
Dissertation - Marketing - 30 Credits
The dissertation offers the opportunity to undertake an individual piece of work that is designed to develop research skills relevant to a specific area of study. Students will be allocated an academic supervisor who will meet with students on a regular basis. On completion of the research, students will be required to produce a dissertation of between 7,000 to 10,000 words. The dissertation will be assessed using the Business School dissertation criteria that covers the management of the dissertation, the methodology used, the intellectual quality and originality, and the structure and coherence of the report.
Managing Media and Communications - 30 Credits
This module is offered to specialist marketing students. It aims to provide a critical understanding of the theory underpinning marketing communications. The theory reviewed includes communications theory, buyer behaviour theory as well as integrated marketing communications theory. The module considers how marketing communication works, taking into account various contexts including the global context. Organisations are considered in detail in terms of their inter-relationship with various stakeholders.
Research Methods - 0 Credits
This non-credit bearing module of study is designed to provide students with sufficient research skills in order to successfully undertake a dissertation and/or research project.
Key themes covered by the module, include:
Primary and secondary research
Formulating the research objectives/questions
Quantitative and qualitative research methods (inc. sampling)
Writing the methodology chapter
The need for a theoretical underpinning, and writing the literature review
Ethics considerations and the approval process
Presenting research findings.
Standard entry requirements
72 - 168 UCAS points.
Standard IB offer ie 72 points from a minimum of 2 HL subjects at H4 or above.
GCSE Maths and English at Grade C (Grade 4 if completed from 2017 onwards).
‘All students from non-majority English speaking countries require proof of English language proficiency, equivalent to an overall IELTS score of 6 with a minimum of 5.5 in each band.
If you do not have the required IELTS or equivalent for direct entry on to your degree programme, our Pre-sessional English and International Foundation courses can help you to achieve this level.
For more details on the University of Hertfordshire's entry requirements, please visit our Undergraduate Entry Requirements page.
Find out more about International Entry Requirements.
The University of Hertfordshire is committed to welcoming students with a wide range of qualifications and levels of experience. The entry requirements listed on the course pages provide a guide to the minimum level of qualifications needed to study each course. However, we have a flexible approach to admissions and each application will be considered on an individual basis.
How to apply
Full Time, 3 Years
Part Time, 6 Years
Sandwich, 4 Years
University of Hertfordshire, Hatfield
Optional Sandwich Placement or Study Abroad year