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About this Course
Designed to develop present-day, practical skills and knowledge in digital marketing, underpinned by business and marketing principles, this course is ideal for anyone interested in or working in digital marketing and social media. It will equip you to respond to ever-changing digital challenges and innovations, create effective and successful cross-channel campaigns, and seize opportunities in globally competitive markets.
The BSc (Hons) Digital Marketing course has been designed to focus on real challenges, developments and issues in the digital marketing environment.
The flexible delivery of online learning resources and activities facilitated by digital marketing specialists and practitioners fits perfectly around a full-time job, wherever you are based. In addition, you’ll frequently be required to put your skills and knowledge into practice throughout the course, with live and practical applications ‘on the job’ as you progress. Our new Learning Management System (LMS) offers plenty of interactive online learning activities and resources to foster a collaborative and supportive programme, augmented by online discussions, student blog writing, and critical reflection and analysis under the guidance of experienced tutors.
Students who successfully complete the degree will have the opportunity to gain additional professional recognition with the Institute of Direct and Digital Marketing (IDM). This involves additional exams for which extra fees apply. The degree is recognised on the Chartered Institute of Marketing’s (CIM) Graduate Gateway, which offers additional membership pathways beyond graduation.
Throughout the degree course, you’ll be assessed on your progress to check you are meeting the intended learning outcomes and you’re engaging fully with each module. These will comprise:
- written reports
- practical work-based projects.
The course is delivered by experienced practitioners who bring life to the theories and guide you in your personal development and the practical application of new theories, techniques and practices in your workplace. So you’ll develop your confidence and competence in your job and make immediate impact at every step of your course.
Provides skills essential for success on this course, being both preparatory and supportive, to build a strong foundation for the development of academic and professional skills.
A foundation in the core theories and models of marketing, from a bottom-up perspective, including how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management, as well as how to analyse and evaluate alternative approaches in the use of the marketing mix.
This module is designed to provide an overall understanding of marketing communications and the tools and techniques used, including internet marketing and e-commerce, advertising, sales promotions, public relations, publicity, personal selling, sponsorship, packaging, merchandising and exhibitions. How and why is each tool used? What are the advantages and disadvantages of each? How do the tools interact with the other elements of the marketing mix and how they must all integrate to achieve eventual synergy?
This module has been designed to build essential skills in the identification, integration and monitoring of effective digital tactics to deliver enhanced marketing activities, and is aligned with the 15-credit elective Digital Marketing module which sits within the suite of level 4 modules for the Chartered Institute of Marketing (CIM) Certificate in Professional Marketing.
Builds on the essential knowledge and skills covered in the modules “An Introduction to Digital Marketing” and “Marketing Communications”, by taking an introductory look at integrated campaign planning providing the building blocks toward subsequent learning in this area.
Management in practice comes down to supporting people to work effectively in different organisational contexts. This module aims to develop the ability to analyse the human side of management and diagnose problems affecting performance and organisational effectiveness.
Understanding what people need and want and ensuring it is available at the right price, the right time and through the right channel is the core principle of marketing. This module examines consumer behaviour theory within a contemporary perspective, looking at the psychological drivers that influence behaviour and how this affects integrated marketing communications (both online and offline). Management customer relationships, improving customer service and understanding the barriers to purchase through the customer journey will also be explored.
Digital marketing offers the opportunity for more precise setting of goals and objectives and a greater ability to track, measure, improve and control campaign activity, as part of an iterative cycle of reflection and learning. This module examines the importance of managing digital marketing data for effective decision-making. It provides an understanding of how a range of measurement techniques, data sources and analytical tools can provide insight and value to the marketing team.
In recognition that a greater percentage of businesses sell to other business than sell to consumers, this module is designed to give the student and insight into the specific issues involved in strategic business-to-business (B2B) marketing, whilst also complimenting and studies into small business issues.
The increased access to new marketing across the world means that both opportunities and threats face marketers in the global context. Overcoming cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. The module examines a range of case examples and international market entry strategies, beginning with an assessment of the impact of culture on international marketing.
The success or failure of a digital campaign is not solely reliant on understanding the principles of campaign planning, the tools with which to measure associated metrics, or the attitudes and likely behaviours of the targeted customer: content is king. Here, the principles of content curation, creation, atomisation and planning will be covered providing both a theoretical and a practical, applied understanding of this critical element of digital marketing.
Project management is a key skill for a digital marketer. Building on the planning skills developed in the previous module ‘Introduction to Campaign Planning’, this module focuses on developing your skills in managing marketing projects.
Brands are very important to consumers and firms. In this module students will learn about how to manage these valuable assets, as well as the naming of new products and brand extension. The concept of brand equity will be developed and explored using the work of leading marketing theorists and practitioners. Keller’s customer based brand equity module will be used as a foundation for understanding how brands are built, what their role is and how their equity can be measured.
By understanding consumer behaviour, the art and science of creating memorable and impactful visual advertising becomes clearer. This module looks at the history and development of effective creative in advertising and how this relates to digital marketing. The principles of how advertisers can engage with increasingly empowered and vocal customers on multiple channels, globally and locally, are explored to establish how digital marketers can create or commission successful campaigns, or visual content for their content management plans.
The module develops specialist knowledge of the retail industry from a marketing perspective and explores the emerging use of “shopper marketing” which applies a range of research techniques to understand the behaviour of shoppers at point-of-purchase.
From the key principles of campaign planning in Year 1, to the design of a content marketing strategy and the associated content in Year 2, now you’ll have the opportunity to put the theory and application firmly into practice through the running of a digital campaign. All campaigns must be signed off by the Tutor before going live.
By now, you will have developed a knowledge of principles and skills for planning a campaign throughout the three year course, from campaign planning principles, to content development and the implementation of the campaign, and now, finally, assessing it’s impact. Now you will use analytical skills and associated tools in order to evaluate the effectiveness of the campaign against the set goals and objectives.
The global financial crisis highlighted the importance of the financial services sector. It demonstrated that the way in which financial products are designed and marketed can have implications for the stability of the global financial system and for social well-being. This module revises digital theories and prepares the student to take an examination set by the Institute of Direct and Digital Marketing, in order to gain the Certificate in Digital Marketing professional qualification. The examination is three hours long and will consist of five questions, from which the student will choose three.
In an increasingly global business environment, those involved in international business and marketing must develop the insights and skills to interact with customers and stakeholders in a culturally sensitive way. The module explores the application of these theories to decision making at the level of the individual, the team and the organisation.
About Anglia Ruskin University
Anglia Ruskin University began as the Cambridge School of Art founded by William Beaumont. It was then merged with the Cambridgeshire College of Arts and Technology and the Essex Institute of Higher Education and was renamed Anglia Polytechnic. It was then given university status in 1992 and renamed Anglia Ruskin University in 2005. The university has campuses in Cambridge, Chelmsford and Peterborough, university centres in Kings Lynn and Peterborough and partnerships with universities from the around the world including Berlin, Budapest, Trinidad, Singapore and Kuala Lumpur.
- 96-112 UCAS Tariff points from a minimum of 2 A Levels or equivalent, such as other UK Level 3 awards recognised by the QCF, such as the BTEC Level 3 Diploma or the successful completion of the Level 3 Digital Marketer Apprenticeship.
- 5 GCSEs at grade C, or grade 4, or above, including English and Maths.
- If English is not your first language you will be expected to demonstrate a certificated level of proficiency of at least IELTS 6.5 (Academic level- with no individual score being lower than 5.5) or equivalent English Language qualification, as recognised by Anglia Ruskin University.
- We will also consider applicants with non-standard qualification, provided you have a significant amount of relevant experience and demonstrate the ability to succeed in university-level study.
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