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Digital Marketing

BA (Hons) - subject to validation

This course is subject to validation

Key facts

UCAS code

N511

Start dates

September 2023

Location

Headington

Course length

Full time: 3 Years, or 4 if a work placement is chosen

Part time: Up to 8 years

UCAS Tariff Points

120

Overview

Whether it’s seeing a piece of viral branded content on TikTok or being intrigued by an advert displayed on Google or Facebook, there is no question that the digital revolution has transformed the way we interact with businesses.

Our new Digital Marketing course will prepare you for the modern world of reaching an audience through a range of exciting channels.

Digital marketing skills are in high demand, with the top three fastest rising jobs all in social media, with Social Media Coordinator increasing by 19%, Community Manager up 18.1% and Social Media Assistant up 16.5%. (Marketing Week).

You will be immersed in an employer focussed course, working on real-world marketing projects, while immersed in our new Social Media Lab that is equipped with the latest industry standard tools and software.

This course will build upon your experiences of digital marketing as consumers to develop a more rounded appreciation of the application of digital marketing tools and techniques and their integration into broader marketing strategy. 
 

Student working at his laptop and another student smiling and chatting.

How to apply

Wherever possible we make our conditional offers using the UCAS Tariff. The combination of A-level grades listed here would be just one way of achieving the UCAS Tariff points for this course.

Standard offer

UCAS Tariff Points: 120

A Level: BBB

IB Points: 31

BTEC: DDM

Entry requirements

Specific entry requirements

GCSE: English (grade C/4 or above), Mathematics (grade C/4 or above)

Please also see the University's general entry requirements.

English language requirements

Please see the University's standard English language requirements.

English requirements for visas

If you need a student visa to enter the UK you will need to meet the UK Visas and Immigration minimum language requirements as well as the University's requirements. Find out more about English language requirements.

International applications

We welcome applications from students with international qualifications or recognised foundation courses. For advice on eligibility please see our country pages.

If you don’t achieve the required tariff points you can apply to join a foundation course, like Foundation in Business or an international foundation course to help to reach the required level for entry onto this degree.

Pathways courses for international and EU students

If you do not meet the entry requirements for this degree, or if you would like more preparation before you start, you can take an international foundation course. Once you enrol, you will have a guaranteed pathway to this degree if you pass your foundation course with the required grades.

If you only need to meet the language requirements, you can take our pre-sessional English course. You will develop key language and study skills for academic success and you will not need to take an external language test to progress to your degree.

Terms and Conditions of Enrolment

When you accept our offer, you agree to the Terms and Conditions of Enrolment. You should therefore read those conditions before accepting the offer.

Credit transfer

Many of our courses consider applications for entry part-way through the course for students who have credit from previous learning or relevant professional experience.

Find out more about transferring to Brookes. If you'd like to talk through your options, please contact our Admissions team.

Application process

Full time Home (UK) applicants

Apply through UCAS

Part time Home (UK) applicants

Apply direct to the University

International applicants

Apply direct to the University

Full time international applicants can also apply through UCAS

Tuition fees

Please see the fees note
2023 / 24
Home (UK) full time
£9,250

Home (UK) part time
£1,155 per single module

Home (UK) sandwich (placement)
£1,500

International full time
£15,500

International sandwich (placement)
£1,500

Questions about fees?

Contact Student Finance on:

Tuition fees

2023 / 24
Home (UK) full time
£9,250

Home (UK) part time
£1,155 per single module

Home (UK) sandwich (placement)
£1,500

International full time
£15,500

International sandwich (placement)
£1,500

Questions about fees?

Contact Student Finance on:

+44 (0)1865 483088

financefees@brookes.ac.uk

Please note tuition fees for Home students may increase in subsequent years both for new and continuing students in line with an inflationary amount determined by government. Tuition fees for International students may increase in subsequent years both for new and continuing students.

Oxford Brookes University intends to maintain its fees for new and returning Home students at the maximum permitted level.

Financial support and scholarships

For general sources of financial support, see our Fees and funding pages.

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed below.

The published course and module descriptions were accurate when first published and remain the basis of the course, but the University has had to modify some course and module content in response to government restrictions and social distancing requirements

Learning and assessment

The first year is common to all the undergraduate marketing courses and students can decide towards the end of the first year which marketing course they wish to follow. The first year offers a broad introduction to marketing in a digital context, as well as helping students make the transition to University study and developing the necessary academic skills.

Within the second and final years, the compulsory modules progressively extend and deepen the student's knowledge and practice of digital marketing concepts. The second year modules focus on deepening knowledge and understanding and final year modules draw together and further extend content from a range of earlier modules.

Modules may comprise lectures, seminars, or workshops, and include discussions, debates, group and individual exercises, and coursework guidance. Assessment is by coursework only, involving a wide variety of tasks, both group and individual.   

Students at work at Oxford Brookes

Study modules

Year 1

Compulsory modules

Accounting and Financial Information

This module demonstrates the importance of accounting and finance in the context of new and small businesses. Students learn how to prepare and analyse simple financial statements as well as how to apply management accounting techniques in the areas of planning, budgeting and short term decision making.

Developing Academic Skills

This module acts as an induction to the culture and philosophy of the programme and seeks to develop the skills to allow the student to flourish in that environment.

Developing Digital Marketing Skills

This module helps students to develop and apply practical marketing skills in traditional and digital settings through a range of practical activities.

Introduction to Marketing in a Digital World

This module provides an orientation into disciplinary content/concepts of marketing, including an introduction to key digital marketing and business content in the context of the micro- and macro-business environments. 

Marketing Research

This module explores the process of marketing research and its role in the achievement of organisational objectives. Students are introduced to the academic concepts underlying marketing research and develop practical research skills.

Optional modules

Creativity for Marketing

The aim of this module is to introduce students to the concept of creativity and its role within a marketing context. There will be an opportunity to develop their own creativity skills in relation to a range of marketing scenarios and audiences.

Developing and Planning Events

This module introduces the notion of Communities of Practice to develop knowledge and skills for successful event planning. In the process students learn how to develop and plan a successful event and come to appreciate how being part of a community means working together.

Digital Technology and Maths for Business

The module introduces foundations of business information management to understand the potential of digital technologies. Students will gain essential numerical, modelling and IT skills, and will learn to manipulate data in order to create meaningful and user-friendly management information.

Raising Individual Financial Awareness

This module aims to raise student awareness of the financial aspects of modern society and to help students understand personal finance issues. The basic principles of saving and investment are developed, in conjunction with consideration of investment in property.

Year 2

Compulsory modules

Applied Financial Skills

This module builds on first year accounting study and focuses on areas in accounting appropriate to the needs of future managers and marketing professionals: financial analysis and management accounting decision-making and control.

Aspects of Marketing

To develop critical skills by exploring a range of currently debatable marketing topics.

Customer Insights

The aim of this module is to learn to use traditional and digital approaches to consumer research for generating behavioural insights, which underpin marketing decisions.

Integrated and Digital Media Campaign Management

This module equips students with how to plan, execute, and manage marketing communication campaigns.

Introduction to Marketing Analytics

This module provides students with an overview of how to utilise marketing analytics techniques to generate strategic insights to inform marketing decision making.

The Digital Marketing Executive

To develop and realise understanding of employment opportunities within digital marketing.

Optional modules

Business Strategy for Competitive Advantage

Students develop knowledge and critical understanding of the classical principles of business strategy in exploring the question 'How should organisations compete to achieve sustainable, competitive advantage in today's global business environment?’

Creativity and Innovation

This module aims to provide the underpinning theory, concepts and some basic skills to understand and engage in the processes of creativity and innovation.

Environmentally Sustainable Business

The module seeks to equip students to respond to the environmental sustainability challenges facing society and businesses.

Independent Study

This module provides an opportunity for independent study on an approved topic, that relates to the student’s programme learning outcomes and which is conducted under supervision.

Managing Non Profit Organisations

This module sets out to equip students with a conceptual and operational framework with which to understand the day to day as well as strategic management and leadership issues experienced by non-profit organisations.

Managing the Digital Business

This module aims to engage students in a critical appraisal of internet and related digital technologies and their application to today’s organisations and business environments.

Omni Channel Marketing

Brands increasingly endeavour to reach and interact with their consumers through an ever increasing range of platforms and channels. The aim of this module is hence to appreciate the opportunities and challenges of Omni channel marketing.

Product and Brand Management

This module explores the theoretical and practical aspects of managing products and brands. It will extend marketing and business knowledge into the sphere of product (both physical goods and services) and corporate brand management.

Year 3 (optional placement year)

Optional modules

Optional Work Placement Year (includes a Placement Search and Preparation module in your second year)

You can spend your third year on a work placement, which is a great opportunity to enhance your CV, preparing you for future employment. You will gain commercial and practical experience, and many students are offered graduate positions by their placement employer. Marketing students have enjoyed challenging positions at Aldi, Disney, GlaxoSmithKline, Harley-Davidson, BMW, Nissan, Warner Bros, MMR Research Worldwide, TNT and Xerox, among many others.

During your placement there is a fee which is paid to the university. It covers the cost of your placement tutor, and the support we provide whilst looking for a placement position and during your placement role. Whilst on your placement you will still be classed as a student. You will be paid a financially sustainable salary which will vary depending on your role, company and location. For more information about the fees please go to the Fees/Funding section.

Year 4 (or year 3 if no placement)

Compulsory modules

Contemporary Issues in Marketing

This module enables students to review and develop their disciplinary knowledge and research skills within a contemporary global context. Students will enhance their critical skills by reflecting on contemporary issues in marketing management through research papers, contemporary cases and other selected topical sources.

Digital Marketing Futures

This module looks at the emerging digital environment and future trends, which will enable students to develop a critical understanding of the research and practice trajectory of digital marketing. It allows students to develop a critical understanding of how consumers engage with brands online and the ethical dilemmas that may require critical consideration with the further adoption of future digital developments.

Digital Marketing Lab Live Project

This module embraces the concept of problem-based learning in which real-world problems are utilised as a vehicle to promote student learning. In this case, students will work on a live brief developed in partnership with an organisation, which is keen to develop its digital marketing proposition.

Ethics and Responsibility in Marketing

This module explores the dynamic between ethics and marketing by developing a critical understanding of marketers’ responsibilities and examining ways in which decisions taken by them can impact consumer behaviour and wider society.

Professional Practice

This module builds on the employability  in preparing students for the world of work and professional development. Students will be organised into learning groups according to experience, specialism or future career interest so that specific and relevant employability issues can be addressed adequately.

Optional modules

Contemporary Consumer Behaviour

This module builds on students’ previous marketing knowledge by developing a thorough understanding of the theories of consumer behaviour and their appropriate application in different organisational contexts.

Developing the Contemporary Retail Experience

This module examines how retail organisations operate in a customer facing business and are responding to the current retail environment. This is when evolving formats and global digital operators are presenting an increasing challenge to the traditional retail model.

Dissertation in Business and Marketing Management

An individual extended study of a topic selected, with appropriate supervision and guidance, from any suitable area of the student's course in Marketing Management. The student will engage in research and employ methodologies which require a thorough understanding of the process of research, as well as use of material that is at the forefront of the discipline selected.

Entrepreneurial Business Management

This module provides an in-depth focus on the skills involved in evaluating business ideas, the practical steps involved in launching a business and the necessary processes of winning the finance. It also addresses those issues that ventures must consider when planning for the eventual exit strategy remain focused on the purpose of business enterprise.

Independent Study

This module provides an opportunity for independent study on an approved topic, that relates to the student’s programme learning outcomes and which is conducted under supervision.  The study may involve i) action based learning or ii) be based solely on desk research or iii) limited primary research. 

International Marketing

This module will explore and apply the concepts studied in the pre-requisite level 5 marketing modules with an emphasis on the international context and environment. International businesses need to understand and implement international marketing strategy in order to create sustainable competitive advantage.

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from that shown here. The structure of the course may also mean some modules are not available to you.

Learning and teaching

Throughout the course there is a strong emphasis on experiential learning, applying knowledge and problem-solving through coursework projects, some of which are live projects undertaken in conjunction with external organisations (including not-for-profit organisations). In addition to drawing on the experience of those members of staff with professional and consultancy experience in digital marketing, links with industry and alumni of our existing courses are used to provide guest speakers and specialist input across a range of modules.

The School’s social media lab also provides an important resource for students to access specialist software and data, and to apply some of the tools used in industry. This real world focus is important but nevertheless is underpinned by academic rigour, reinforced by staff with research interests and expertise within the digital marketing area. Integrating research into our teaching is a natural feature of the modules.

Assessment

Assessment methods used on this course

The modules within the course are assessed through coursework only. Given the nature of the subject, this allows more extensive and exciting tasks to be set that allow students to blend theory and application and demonstrate their ability to find solutions to complex problems.

Creative and innovative assessments, reflecting the nature of this disciplinary area, include the opportunity to develop and deliver an audio presentation for LinkedIn, and the digital marketing live project. Students will develop Blogs. Vlogs and other digital artefacts as part of their assessment throughout the course, as well as more traditional forms of coursework, such as case studies, essays, reports, and presentations.

A balance of both individual and group-based assessments is included, at each level of study and students are well supported by tutors in preparing coursework.

Study Abroad

You may be able to go on a European or international study exchange while you are at Brookes. Most exchanges take place in the second year. Although we will help as much as we can with your plans, ultimately you are responsible for organising and funding this study abroad.

After you graduate

Career prospects

The development of employability skills is embedded throughout this course and it is expected that you will graduate into a broad range of roles and organisations, since any marketing role now has significant digital aspects, as well as more specialised digital marketing roles. 

Destinations will be varied, but include graduate schemes, marketing analytics, digital media, social media management, customer relationship management and digital marketing agency roles in business to business. business to consumer and not-for-profit arenas.

You can pursue a variety of roles in digital marketing, including:

  • Content Manager or Strategist
  • SEO Specialist
  • Email Marketing Specialist
  • Social Media Executive 
  • Paid Media Manager
  • Digital Marketing Officer

Free language courses

Free language courses are available to full-time undergraduate and postgraduate students on many of our courses, and can be taken as a credit on some courses.

Programme Changes:

On rare occasions we may need to make changes to our course programmes after they have been published on the website.

For more information, please visit our Changes to programmes page.

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