BA (Hons) Digital Marketing (Final Year Entry)

You'll look at the emerging digital environment and future trends, which will help you to develop a critical understanding of the research and practice trajectory of digital marketing. You’ll also progress your 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.

Big data is generated from various sources, including social media, websites, mobile devices, and customer interactions. In today's competitive market, the application of harnessing big data is highly useful.

This module is your introduction to harnessing big data, and how it can be used in a marketing context. You will look at data collection, storage, and processing, as well as data mining and machine learning techniques for marketing applications. You’ll also learn how to analyse large datasets to gain insights into consumer behaviour and preferences, and how to use these insights to inform marketing strategies.

You will focus on the use of social media platforms as a key part of digital marketing strategies. You’ll actively engage with current trends of social media management by evaluating relevant social media campaigns and applying learned theories and approaches to understand their effectiveness. This will help you think critically about how to design, plan and manage successful social media campaigns. You will also critically evaluate and implement various stages of managing social media platforms for marketing purposes.

This module is designed to develop your academic literacies for use on other modules across the programme. Through the design of the final coursework assessments, you will acquire the essential independent learning skills to support your undergraduate study, including

• research skills
• critical thinking
• reflection
• academic writing
• presentation skills
• and academic conventions.

You also have the opportunity to develop your digital literacies and group working skills.

This is your opportunity to undertake an independent research project that addresses real-world challenges and contributes to positive social change. This capstone module integrates your research skills developed throughout the programme, helping you to critically investigate contemporary issues with significant social, environmental, or organisational implications. Integrating theoretical and practical learning, equipping you to address complex social, environmental, or organisational challenges while aligning with the Principles for ResponsibleManagement Education (PRME).

You'll be introduced to industry mentors, through structured engagement, including industry-led workshops, and networking events. You'll receive guidance on career development, professional skills, and industry insights, fostering meaningful connections and practical learning experiences.

You'll develop the knowledge of the theory and practice of career and management. Organisations increasingly expect employees to self-manage their careers, change roles within the organisation and develop the careers of those they line manage.

Exploring self- assessment techniques for understanding career preferences you'll assess your own skills and abilities, motivations and interests against those required for effective graduate employment in your chosen sector. You'll enhance your insight into the competencies required in graduate employment and you'll be required to recognise and apply the skills of competency assessment and feedback to peers within a learning and development activity.