BA (Hons) Advertising and Digital Marketing

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.

Level 4

Module

• Principles of Marketing (CIM)

Level 5

Module

• Consumer Behaviour
• Social Media and Social Influence
• Working With Industry
• Digital Experience
• Marketing Research
• Managing Marketing Professionals
• Campaign Insights, Analysis and Planning
• Advertising Concepts and Creativity

Level 6

Module

• The Future of Marketing
• Advertising and Communications Strategy
• Agency Practice and Management
• Managing the Customer Journey
• Digital Analytics and Social Media Monitoring
• International Advertising
• Dissertation - Marketing
• Industry Project