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BA (Hons) Advertising and Digital Marketing

Embrace your creativity and learn how to make it commercially viable. This Advertising and Digital Marketing course gives you a step up into this imaginative and innovative field, as you learn how to attract and engage an audience.

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One of only four CIM strategic university UK partners

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2nd in the East of England for graduate prospects in Marketing (Complete University Guide, 2024)

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A practical, coursework-based degree, focused on real life challenges

Course overview

The digital age has changed how brands and audiences talk to each other. By learning how to captivate an audience, you'll gain valuable experience in this cutting-edge sector.

Fine-tune your creativity as you learn to appreciate what makes marketing magical, delving deep into the customer journey and how to market to them, on a global basis.

Explore the ins and outs of creative advertising in the real world, and equip yourself with the knowledge, tools and resources to fully grasp the significance it has for modern businesses.

Nurture your imagination with a variety of engaging and relevant modules. Embrace topics such as content creation, consumer behaviour, advertising planning and the future of marketing.

Embrace techniques to engage readers with content that draws them in and convinces them to take action. Develop specialist marketing skills such as branding, search marketing and visual marketing.

Learn to think analytically, too, and you'll have a far better grasp of what does and doesn't work.

Get to grips with real-world marketing challenges, such as sustainability and digital effectiveness, through live projects and practical assessments.

Google, Hootsuite, Facebook, LinkedIn, and the Certified Internet Marketer (CIM) all offer certificates that map directly to what students learn in the classroom.

Embrace this course focused on the creative and communication aspects of this vibrant, engaging aspect of business.

Why choose this course?

While the fundamentals of marketing haven't changed much over the years, the way it is delivered in the digital age has.

Boost your CV with in-demand talents like communication, creativity, problem-solving and storytelling as well as specialised ones like Search Engine Optimisations (SEO), email marketing, design and copywriting.

Building professional relationships is a great way to launch your career. Connect with influential business leaders and professionals through our many networking opportunities, regional conferences, and guest lectures.

Before you graduate, make the most of your time by participating in a variety of extracurricular activities that will help you build your network and put your skills to use.

The yearly 'Flare Ignite' competition is open to anyone with an entrepreneurial drive, with a prize that includes support to turn ideas into reality.

Join our Enactus society, responsible for organising projects that make a difference every day or join a team to compete in the national University Business Challenge.

Pave your own route to success with the help of a dedicated staff committed to helping you with a variety of learning options, personal tutoring, and other resources.

Those with a general interest in marketing can switch tracks after the first year because it is identical to the first year of the BA (Hons) Marketing programme.

Professional accreditations

Chartered Institute of Marketing (CIM)
Providing access to additional marketing learning possibilities, we are one of only four strategic University CIM partners in the UK, and Commended study centre for successive years.

You can earn Chartered Institute of Marketing (CIM) certification either in university or afterwards in your career.

Make use of the CIM's regional marketing club and annual pitch competition, as well as our many other professional and commercial connections.

Your future career

With such a creative course that nurtures and develops your potential, it is no wonder that 90% of students go on to work and/or further study (Graduate Outcomes, 2018-20).

Possible roles of employment include:

  • Marketing manager
  • Search consultant
  • Graphic designer
  • Content manager
  • Account executive
  • Paid marketing consultant

Decide whether you want to follow other graduates into a broad marketing position, or a specialised creative one. Many graduates find work in the advertising industry, including at agencies such as Saatchi & Saatchi and JWT London. Others are in company marketing departments across various sectors.

Skills in digital marketing are in great demand, and you'll graduate with a portfolio showcasing your experience and expertise, your ability to apply what you've learned, and your original thinking skills.

What you'll study

You are expected on campus for in person teaching about eight hours a week, and also get online resources and reading to enhance your learning experience.

Begin with general marketing modules before becoming more specialised and exploring real-world challenges. Each subject has weekly drop-in and review sessions with a personal tutor to help you do well.

Teamwork activities are a key part of your learning, and you'll work on marketing projects, give presentations, and figure out how to solve problems with other people.

In your first year, you get a broad base of marketing knowledge, understanding key concepts and topics. You can switch to BA (Hons) Marketing at the end of this year.

In the second year, you focus on the creative aspects of marketing including digital communications, social and influencer marketing as well as the customer and user experience.

In your final year, you get your teeth into marketing practice through your dissertation, an industry study, or modules such as international advertising.

There are also opportunities to further enrich your personal development through our GoHerts program, placements, internships, study abroad and Future Success team events.

What if I need support?

We provide specialised services to assist your transition to university life, including academic support, wellbeing support, and a personal tutor.

Our Student Success team is committed to providing an environment where all students can learn, and our Future Success network is here to assist you find internships, work placements and graduate positions.

The Business School Student Voice community welcomes new members, and its representatives meet with staff on a regular basis to ensure teaching remains relevant and effective.

Our in-house Centre for Academic Skills Enhancement (CASE) is open to all Business School students, for extra support with academic writing, numeracy and referencing.

Optional sandwich year

At the end of your second year, you have the option to experience a year of working life with a placement, or a shorter internship, a huge CV booster!

Professional work experience is the biggest contributor to your future employability. It allows you to put your knowledge into action, while learning how a business operates and making some handy professional connections.

We'll help you make the most of the experience, holding your hand from start to finish. You also get assistance with your CV, plus help preparing for interviews and presentations at our ground-breaking mock Assessment Centre Experience.

Disney, IBM, Porsche, Toyota, Body Shop, and Hugo Boss are just a few of the many organisations that have benefited from marketing placement students.

Yaseen reflects on their placement: “I gained experience working in a corporate environment but also remotely, linking with colleagues around the world to find creative solutions” (Yaseen Nadeem Ahmed, 2022).

You can take a sandwich year abroad, making that decision in your second year. Studying at one of our international partners is a huge personal development opportunity and an amazing experience.

More and more companies are now working internationally, the experience of living in another country will make a great impression on future employers. Put knowledge into action, learn how a business operates and make professional connections.

With over 100 partners in 40 countries, the world really is your oyster!  Our dedicated study abroad office advises you on your options, to help you make the most of this opportunity.

If you study abroad between your second and third year of study, you’ll pay no tuition fee, either to the partner university or us.

At the end of your second year, you have the option to experience a year of working life with a placement, or a shorter internship, a huge CV booster!

Professional work experience is the biggest contributor to your future employability. It allows you to put your knowledge into action, while learning how a business operates and making some handy professional connections.

We'll help you make the most of the experience, holding your hand from start to finish. You also get assistance with your CV, plus help preparing for interviews and presentations at our ground-breaking mock Assessment Centre Experience.

Disney, IBM, Porsche, Toyota, Body Shop, and Hugo Boss are just a few of the many organisations that have benefited from marketing placement students.

Yaseen reflects on their placement: “I gained experience working in a corporate environment but also remotely, linking with colleagues around the world to find creative solutions” (Yaseen Nadeem Ahmed, 2022).

Find out more about work placements

You can take a sandwich year abroad, making that decision in your second year. Studying at one of our international partners is a huge personal development opportunity and an amazing experience.

More and more companies are now working internationally, the experience of living in another country will make a great impression on future employers. Put knowledge into action, learn how a business operates and make professional connections.

With over 100 partners in 40 countries, the world really is your oyster!  Our dedicated study abroad office advises you on your options, to help you make the most of this opportunity.

If you study abroad between your second and third year of study, you’ll pay no tuition fee, either to the partner university or us.

Find out more about study abroad options

Where you'll study

You'll be taught on our modern de Havilland Campus, with our 24/7 Learning Resources Centre, offering open and private study spaces. You also get online self-study materials to further support you.

There are dining options, a bar, and a recreational space on campus where you can shoot some pool or play video games. It also houses Hertfordshire Sports Village, featuring a gym, swimming pool, coffee shop and climbing wall.

Discover the Enterprise Hub, a vibrant destination where local firms and students work and learn in comfort.

The Student Union bar and additional facilities are only a 20 minute walk (or short bus ride) away at our second campus, on College Lane. Student housing is available at both campuses.

A train to central London takes just over 20 minutes, and you are also conveniently located on the A1(M) with access to the road network, making travel quick and convenient.

Who you'll learn from

The course is taught by a group of experts in the field who have many years of commercial experience in the industry, written textbooks, contributed to them, and conducted extensive research.

The team is dynamic and experienced, with several members having been finalists for our Vice Chancellor’s Awards for excellence in performance.

They include a strategic brand storyteller who will teach you how to use digital, social, affiliate, and influencer marketing to increase interest in your products and services as well as industry professionals committed to using marketing strategies based on digital technologies to build relationships with, inform, and engage customers.

Your teaching and support staff are here to help you appreciate and realise your full potential as you embrace the opportunity to develop your creativity.

Check out our student blogs

How we support our students

At the University of Hertfordshire, we want to make sure your time studying with us is as stress-free and rewarding as possible.

We offer a range of support services, from childcare to counselling, ensuring that you make the most of your time at Herts and can focus on studying, having fun, and have the support you need.

Busy cafe

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.

Business-and-Event-Management

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! 😊

Accommodation

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! 💞

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.

Typical offer (UCAS points)112–120
Typical A Level offerBBC–BBB
Typical IB offer112–120
Typical BTEC offerDMM–DDM
GCSEGrade 4/C in English Language and Mathematics.
Access courses112–120
Additional informationFind out more about our Undergraduate Entry Requirements.

English language

All students from non-majority English speaking countries require proof of English language proficiency, equivalent to an overall IELTS score of 6.0 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.

Additional information

Find out more about International Entry Requirements.

Ready to apply?

UK and EU applicants with pre-settled/settled status in the UK
Start date Study typeApply
September 2024 Full time Apply via UCAS
Full time with placement year Apply via UCAS
Full time with study abroad year Apply via UCAS
Part time Apply with Herts

International and EU applicants without pre-settled status in the UK

Apply through our international/EU application portal

Fees and funding

At Herts, we’re dedicated to providing world-class teaching supported by industry-level facilities and incredible social spaces. We believe cost shouldn’t be a barrier to higher education, and we strive to keep both our standard and additional costs as low as possible.

Study typeFees
UK studentsFull time£9,250 for the 2024/2025 academic year
Part time£1,155 per 15 credits for the 2024/2025 academic year
EU studentsFull time£15,500 for the 2024/2025 academic year
Part time£1,940 per 15 credits for the 2024/2025 academic year
International studentsFull time£15,500 for the 2023/2024 academic year
Part time£1,940 per 15 credits for the 2024/2025 academic year

Tuition fees are charged annually. The fees quoted above are for the specified year(s) only. Fees may be higher in future years, for both new and continuing students. Please see the University’s Fees and Finance Policy (and in particular the section headed “When tuition fees change”), for further information about when and by how much the University may increase its fees for future years.

Scholarships, grants  and bursaries

Depending on your circumstances, you may be eligible for a non-repayable scholarship, grant or bursary to support your studies.

Disabled Students' Allowance

The Disabled Students’ Allowance can cover any study-related costs you have because of a mental health problem, long term illness or any other disability.

Student loans

Find out about securing a student loan, from how much you could be eligible for to when you need to start making repayments.

Accommodation costs

We offer a great choice of student accommodation, on campus or nearby in the local area, to suit every student budget.

Additional course fees

Read more about additional fees in the course fact sheet.

More about the course

Course fact sheets
BA (Hons) Advertising and Digital Marketing Download PDF
Programme specifications
BA (Hons) Advertising and Digital Marketing Download PDF
Additional information

Applications open to international and EU students

Yes

Course length

Full Time, 3 YearsPart Time, 6 YearsSandwich, 4 Years

Not ready to apply?