BA (Hons) Advertising and Digital Marketing

Due to the ongoing Coronavirus pandemic, examinations may be replaced by an alternative form of assessment during the academic year 2020/2021. Please refer to the Programme Specification on these pages for further details.

You’ll be supported in your studies and preparing for your future
You’ll be supported in your studies and preparing for your future
Gain digital and practical marketing skills alongside theory
Gain digital and practical marketing skills alongside theory
Graduate work-ready, learn valuable skills through live projects
Graduate work-ready, learn valuable skills through live projects

This course includes the sandwich year options of:

Work Placement*

Study abroad*

*No fees are charged for this year

Why choose this course?

  • New degree launching in 2020/21 embedding the latest in contemporary advertising and digital marketing techniques
  • Strongly focussed on students employability needs, students will acquire transferable skills and attributes sought after by employers
  • Gain digital skills in content creation, as well as for general office settings (eg Excel)
  • Gain practical industry experience of advertising and digital marketing through live projects, industry speakers, events and employability modules
  • Enhance your CV further through an optional year’s study abroad, placement or short internship
  • Strong links with the Chartered Institute of Marketing; the Business School is a CIM Strategic Partner and hosts the regional CIM Club
  • Learning for professional qualifications embedded into the curriculum, with the chance to gain a professional CIM qualification within the first year
  • Dedicated programme tutors to look after the pastoral and academic needs of students

What's the course about?

This programme brings together the disciplines of advertising and digital communications, recognising the integrated nature of contemporary marketing communications. It is designed to enable students to acquire the knowledge and skills for a career in advertising and digital marketing either client side or in creative agencies. This programme has a balance of the academic underpinning and the creative and digital skills required for employment. Students will be expected to operate at a strategic campaign planning level, whilst also acquiring practical skills such as copywriting, video editing and basic digital design as well as a knowledge of and practical application of marketing technology. 

Your main campus is de Havilland

You’ll share this campus with students from business, law, education, and humanities subjects. The student housing is close to our Sports Village which includes a gym, swimming pool and climbing wall. You can get breakfast, lunch, or dinner in our on-campus restaurant on days you don’t feel like cooking. You can also use the common room to play pool, video games or just to hang out with friends. Want to pop over to the other campus? You can take the free shuttle bus or walk there in just 15 minutes.  

What will I study?

You will gain specialist knowledge of the advertising and digital marketing industry that will prepare you for work either in agencies or industry. This will be underpinned by knowledge and understanding of marketing, business and data. Important aspects of sustainability are also embedded through modules at each level.

This course uses a mix of teaching methods, including software and practical workshops, lectures, tutorials, individual coursework and groupwork. You will learn through experiential learning and through live business projects, field trips, and engagement with marketing technology. Knowledge is enhanced through engagement with the wider HBS research community. Study includes blended learning materials, such as online modules and recorded lectures to enable flexibility for students’ learning needs.

You will be assessed through a wide variety of assessment types designed with employability and academic skills in mind. There will be a wide mix of assessments including the production of digital artefacts, projects, portfolios, pitches and opinion pieces, as well as the more traditional essays, report and exams.

Year 1

Your first year focuses on the basics including understanding the Principles of Marketing, the Business Environment, an Introduction to Marketing Communications and Understanding Data. Specialist advertising and digital modules include Content Creation and an overview of the Digital Landscape. Study will be underpinned with Essential Skills in Marketing and you will start to plan your career through Preparing for Professional Success.

Year 2

In the second year you will deepen your specialist knowledge studying the Digital Experience for consumers, as well as the increasingly important Social Media and Social Influence. Advertising modules focus on Campaign, Insights, Analysis and Planning, as well as how to create Advertising Concepts and Campaigns. You’ll continue gaining marketing knowledge through an understanding of Consumer Behaviour. Your employability skills will be further enhanced through proactively Working in Industry and leaning about Managing Marketing Professionals.  The study of Marketing Research is especially useful if you wish to undertake a Dissertation in the final year.

Year 3

In the final year you will personalise your experience by choosing either a 30 credit Dissertation or Industry Project, honing in on what interests you most. Specialist advertising modules include International Advertising and Advertising and Communications Strategy. You will continue to explore data through Digital Analytics and Social Media Monitoring, and how to use data and marketing automation in Managing the Customer Journey. Whether you want to work in an Agency or Client side you’ll find out more about the industry structure through Agency Practice and Management.

Student Blogs

Kamila - A typical day

My typical day

My typical day at university starts with revising materials for the subjects that I will have lectures from on that day. I revisit both recorded lectures and my notes that I gathered from tutorials. This allows me to keep consistency in my learning and allows me to be prepared.

After that, I leave the house and go to the gym. I study on the de Havilland campus, which makes it very convenient for me to combine keeping healthy with studying. The gym is located in the main building. When I am done with working out, I grab a meal at the restaurant, which is only a one-minute walk away. Since I started using the restaurant, I have saved money on food and time on preparing it! I really appreciate the fact that all the facilities are so close to each other which is a massive time saver; I don’t have to make multiple trips. This makes working everything around my university schedule easy.

During the lecture presentations, I follow along on my computer, make notes and try to be active (sometimes it earns you extra points!) After lectures me and my friends use the Learning Resource Centre (LRC) to study together and work on group projects. Sometimes we stay in late and grab a coffee from the LRC café which comes in handy!

Grocery shopping is what usually comes next. I and my flatmates pick up our reusable bags and head towards either ASDA or Aldi, which are about 10 minutes away from the de Havilland Campus. We try to shop for a whole week’s worth of food just once but somehow, we always end up going there every two days ;).

My typical day usually finishes with making popcorn and watching a movie with my friends after I have worked on my individual projects.

Student Blogs

Kamila - Things you should know

Things you need to know before studying Events Management & Marketing at university

Hi! Here are a couple of things worth knowing before you decide to study Events Management & Marketing!

Workload 📚

Don’t fear the joint courses! You won’t be studying twice as much, and you won’t be buried in work! Comparing my course with my friends, who study either only Marketing or only Event Management, I have realised that a joint course brings together the best of both worlds and allows you to have a bigger overview of the matter. What more can you ask for? 😇

Consistency

Consistency is key! There is nothing more important than revising regularly and making sure you have done the required reading for the next lecture. It is the best way to learn and makes exam revision way easier. Having said that, don’t stress over missing a revision session once or twice – we all need rest sometimes!

News 📺

Since it is a subject that is taught within the Business School, you will be needed to follow along with any business news that might be applicable. It will be useful not only during your lectures but also later when writing exams. Many times, exam questions will ask for examples from current world situations. Make reading at least one news channel your daily habit and you’re good to go!

Hands-on experience 🖐

Throughout the course, lecturers will be sending out suitable work opportunities they find. Make sure that you try to get at least one job experience. Choosing to go on a placement year is also a promising idea. Having experience is a huge plus to have on your CV (Curriculum Vitae) and future career prospects! If you’re not sure how to go through the recruitment process, Careers and Employment will help you with that. Just book an appointment!

Overall, I am sure you will have an amazing experience on this course, I certainly have! 😊

Student Blogs

Kamila - Why I chose Herts

Why I chose Herts

When deciding on which university to choose I was thinking about many factors. I tried to consider both academic life and my free time. Academically, I chose Herts because of the amazing Business School. I was convinced that the lecturers will provide me with all the knowledge that I will need when starting my career and I was not wrong. Even during my first work experiences I have references and went back to what I learned in the university multiple times.

I also decided to go to Herts because of its facilities. I have lived on both campuses and used both Learning Resource Centres (LRCs), which turned out to be amazing! They not only have teaching materials but also have quiet zones that will help you study and write your assignments. I am also a health-oriented person and having a gym on both campuses came in handy. I was able to go there straight from my classes saving me time. The food available at the restaurant has also been useful when I forgot to pack lunch or was too busy to make one.

When choosing a university, it was important to me for it to have nightlife. When will you party if not in your early 20s, right 💃?! Fortunately, Herts has an amazing club with many themed parties that will keep you up all night! If you don’t enjoy dancing and just want to grab a drink with your friends, EleHouse is your place to go.

After studying in Herts for three years, I can honestly say these were some of the best experiences of my life. I have made amazing friends for life, grown as a person and received a great education. If I could make the decision again, I would choose Herts without a doubt! 💞

Student Blogs

Sarah - Unibuddy

Alumni Stories

Bradley Johnson

Meet Bradley Johnson who has gone onto work in Higher Education since graduating. Brad is currently working at the University as the Regional Manager for Africa and the Middle East.

Current job roleInternational Marketing Manager
Year of graduation2015 / 2019
Course of studyBA (Hons) Marketing with Events Management
MSc Business and Organisational Strategy

Bradley Johnson head shot

University experience and opportunities

Bradley immersed himself into his studies, taking advantage of all the opportunities his degree had to offer. He says, 'I was able to combine professional qualifications and academic learning, which made my whole experience more practical. In my first year of study, I started as a Marketing Assistant in the Students' Union, which eventually led to me becoming Vice President of the Students' Union in my final year.' He adds, 'Balancing work and studies can be difficult but the professional experience I gained in a practical role while studying was very valuable.'.

He speaks fondly of his time as a student at the University and is proud to be an alumnus who is continuing his professional career here. He says, 'I made great friends on my degree and through the Students' Union, and I've now got friends around the world, because of the wider Alumni community.' He adds, 'I am proud to have been a student at the University and that's the reason I work here now. I wouldn't work for the University if I didn't believe it was great.'.

Aspirations for the future

Still incredibly driven, Bradley is looking to study for this PhD in the future and hopes to remain in Higher Education, ideally in a policymaking role. 'Driving education policy in the UK is hugely important because Higher Education is one of our biggest exports in the sector; it does a lot for the civic good, providing facilities, supporting businesses and supporting the economy of the local area. A strong education policy is ultimately good for the country.'

I made great friends on my degree and through the Students' Union, and I've not got friends around the world, because of the wider Alumni community.

Alumni Stories

Wai Shan Cheng (Shanice)

Meet Wai Shan Cheng (Shanice) who has gained a wide portfolio of skills since graduating. She is currently a freelance copywriter and entrepreneur.

Current job roleMarketing Director and Entrepreneur
Year of graduation2003
Course of studyBA(Hons) Marketing

Wai Shan Cheng

Path to success

Shanice feels that her degree from the University of Hertfordshire provided her with the key principles of marketing to put her on the path to success in her career. She feels the most useful element of the course was the experience of working with others to complete group projects, a skill she uses daily in her current business.

After graduating, Shanice gained experience as a Marketing Executive in the Neon Light Manufacturing Company. This role enabled her to build on her current skills as well as exposing her to other key skills like customer handling, product management and trade show knowledge. Shanice feels that gaining this direct marketing experience after graduation has been key to both her inspiration as an entrepreneur, and her career achievements. Following this role, she worked for a pay TV channel for eight years assisting with channel promotion and marketing services.

Entrepreneur

Shanice founded her company, Kiana Handcraft, in early 2015. She had originally started making handmade hair bows and bow ties during her spare time. However, she soon decided  to roll out her products to a wider audience by launching an online shop on Shopify through which she markets and sells her products. Shanice is involved in all aspects of running the company – including monitoring the website, sourcing fabric and materials, accounting, order enquiries and distribution.

In addition to running Kiana Handcraft in her spare time, Shanice joined Panda Group at the start of 2015 as a freelance copywriter. The company offers a full service Brand Design & Marketing Agency. Current clients include Citibank, Disneyland, HSBC, Nielsen, Morgan Stanley and Cathay Pacific. Having proved herself indispensable, Shanice is now their permanent Marketing Director. The role includes seizing new business opportunities, producing cost-effective marketing strategies to clients, and providing detailed costings.

Future goals

In the future Shanice would like to focus on her focus business and work on collaborations: 'I have just started an exciting new collaboration with Kiana Handcraft and the Hong Kong Jockey Club for a crossover promotion with their Swarovski Brooch for Silver Purse Day. My long term goal is to get 5000 likes on Facebook and roll out Kiana Handcraft world-wide.'

I have just started an exciting new collaboration with Kiana Handcraft and the Hong Kong Jockey Club for a crossover promotion with their Swarovski Brooch for Silver Purse Day. My long term goal is to get 5000 likes on Facebook and roll out Kiana Handcraft world-wide.

Please note that some of the images and videos on our course pages may have been taken before social distancing rules in the UK came into force.