BA (Hons) Advertising and Digital Marketing

Key information

Why choose this course?

  • You’ll be supported in your studies and preparing for your future
  • Gain digital and practical marketing skills alongside theory
  • Graduate work-ready, learn valuable skills through live projects
  • 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, sport, 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 or bar (in the newly built Enterprise Hub) 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.  Our Learning Resources Centres are open 24/7, which means you can study whenever suits you best. 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! 💞

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Student Blogs

Sarah - Unibuddy

Alumni headshot

Alumni Stories

Bradley Johnson

Meet Bradley Johnson who has gone onto work in Higher Education since graduating. Brad is currently the Communications and Event Manager: UK and Ireland at IDP Connect (part of the IDP Education Group).

Read more stories Find out more about this course
Current job roleCommunications and Event Manager, UK and Ireland
Year of graduation2015 / 2019
Course of studyBA (Hons) Marketing with Events Management
MSc Business and Organisational Strategy
Brad Johnson

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 continued 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 worked there after I graduated. I wouldn't have worked at Herts 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.'

Making time for volunteering

In 2021 Bradley started volunteering with the RNLI, a charity providing 24 hour search and rescue across the UK and Ireland coastlines. Bradley, an All-weather and Inshore lifeboat volunteer crew member, and his fellow crew members are undertaking an ambitions fundraising programme for Skegness RNLI Lifeboat Station with ‘200 for 200’ challenges which runs from 2022 to 2024 to coincide with the 200-year anniversary of the RNLI in 2024.

Bradley says, 'Giving back to my community through volunteering is really important to me. Being able to do something with my free time and potentially making a difference to someone's life is so rewarding. Working from home and remote work has enabled me to take on this amazing opportunity with such a worthwhile charity.'

Find out more about Bradley's RNLI fundraising
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.

Alumni headshot

Alumni Stories

Ashley Joseph

Meet Ashley Joseph who has combined his social media skills and his passion for football to forge a successful career

Read more stories Find out more about this course
Current job roleDigital and Social Media Manager
Year of graduation2014
Course of studyBA(Hons) Marketing and Advertising
Ashley Joseph

Ashley is currently the Digital and Social Media Manager at the Football Foundation. He manages the Foundation's social media output and digital projects.

Time at Herts

Ashley knew in his final year that he wanted to work in social media and he has combined this with his passion for football. His first opportunity arose with the Middlesex FA back and he hasn't looked back since.When reflecting on his time at the University Ashley feels it played a huge part in his development. ‘My course was great. It covered a wide range of marketing principles which helped make me a more rounded and employable person than many of the other people in my industry. Some of my final year projects where we had the ability to be as creative as possible really helped set me up for some of the things I have encountered in the working world. The fact that the course also offered an optional placement year (which I took up) helped me to secure a job very soon after graduating.’

Words of advice

Ashley is very forthcoming when giving advice for anyone hoping to get into the industry, ‘Use your spare time and summer holidays to get as much practical experience as possible. Internships and placements are invaluable even if it's just a few weeks here and there.’.

And when talking about the social aspect of University life he says, 'Get involved in as much as possible. Societies, clubs, events; just do as much as possible as you'll meet some great people and it will help you become a better more rounded person. '.

What the future holds

Ashley has set his sights high and adds, ‘I want to continue in the football industry and hopefully work my way up to a marketing manager/social media manager role at a big football club. I'd love to work abroad too.’.

Get involved in as much as possible. Societies, clubs, events; just do as much as possible as you'll meet some great people and it will help you become a better more rounded person.