BA (Hons) Top-up

Accredited by the University of Birmingham


Course Award

BA (Hons)


1 year FT




Opportunities available




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Business School
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Enhance your digital expertise through innovative, entrepreneurial and creative modules

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Modern-day marketing has been transformed by new digital technology, challenging all kinds of businesses to find talented graduates with the knowhow to make the most of new tools and developments. If you already have a background in this area, our Digital Marketing top-up degree course will expand upon your ability to implement the latest technologies effectively in today's marketing landscape.

Designed for anyone who has previously studied a relevant subject (up to Level 5), this course will ensure you have a firm foundation in marketing and enhance your awareness of current practices. You will gain insight into the development of creative concepts, digital campaigns, critical analysis and how to measure digital effectiveness, as well as boosting your professional and career development.

As part of our Digital Marketing degree top-up course, you will be able to put your training into practice on live digital marketing and consultancy projects. You will also enjoy a variety of opportunities to engage with leading industry professionals, networking with agencies as well as hearing from a range of expert guest speakers to give you a unique insight into the real world of marketing.

Why should I choose this course?

  • PRACTICAL APPLICATION – Take on live digital marketing and consultancy projects to apply your theoretical concepts to practical situations
  • SPECIALISE YOUR STUDIES – Choose from a range of optional modules to tailor your course for your interests, from advertising and media management to working with online communities
  • ENRICHMENT – Hear from top digital and social media industry experts and engage with marketing agencies during your studies

Our facilities

Our learning spaces at University College Birmingham ensure you have the right environments to build your knowledge, from lecture theatres to interactive group working spaces and extensive library resources, while we also provide a range of support services for student entrepreneurs through our Enterprise Hive.

Course breakdown

  • Modules

Core Modules

Brand Management

The most valuable assets that a company has are the brands that it has invested in and developed over time. You will be given the theoretical knowledge and practical skills required to succeed in the management of complex brands and look at how brands are viewed, built, managed and measured to ensure superiority and sustainability.

Creative Digital Innovation

This module provides you with the opportunity to explore, analyse and assess the processes of digital innovation and related product and service development. You will examine the development of new marketing products, services, digital processes and applications, emphasising the need for organisations to be creative and innovative in their endeavour to sustain competitive advantage within their markets.

Digital Planning and Analytics

You will develop your skills in order to analyse, integrate and appraise effective digital tactics to deliver enhanced marketing activities and strategic recommendations. You will also examine how the management of digital channels helps to achieve business objectives by learning how to selectively analyse data sets for effective decision-making in relation to marketing resources.

Marketing Showcase

This module enables you to demonstrate your capabilities in researching, planning and delivering an industry or community-related project. You will cultivate the desired graduate attributes of professionalism, critical enquiry and problem solving, enterprise, creativity and innovation. You will then exhibit your research findings in an event for peers and industry professionals.


Advertising and Media Management

You will be taken deeper into the management processes relating to advertising, focusing on the skills involved in matching business objectives and brand communication to target markets. You will be given a greater insight into detailed analysis of what makes advertising communications effective.

International Marketing

We live in an interconnected world, so it's important to examine how organisations explore new market opportunities beyond national boundaries. As a result, you will become more aware of the technological, communication and transportation challenges businesses face and the options they consider when seeking a foothold in a new country.

Enterprise Risk Management

Risk is becoming an important function for business managers and owners. You will learn about enterprise risk management techniques and strategies employed by businesses operating within increasingly complex and dynamic environments. Key risk areas include human resources, finance, IT, marketing, health and safety, innovation and product development, leadership and corporate governance and business continuity.

Social Entrepreneurship

The role of the not-for-profit sector is becoming increasingly significant on both a national and global scale. You will be analysing the business and marketing principles of the not-for-profit, and how they contribute to running an efficient organisation in a complex and dynamic environment. You will be able to look at business examples from a variety of sectors, including education, social services, charities and voluntary organisations.

Managing On-line Communities

Building on previous modules that examined the motivations and behaviours of consumers in relation to online community management, this module inspects all aspects of online community engagement, from initially fostering online communities, to building and growing a productive digital community to merging offline and online activity management. Crisis management of online communities is also explored.

The modules listed above for this course are regularly reviewed to ensure they are up to date and informed by industry as well as the latest teaching methods. On occasion, we may need to make unexpected changes to modules – if this occurs, we will contact all offer holders as soon as possible.

Entry requirements

Entry requirements

Academic: A relevant HND or a foundation degree in the areas of Digital or Marketing with 240 credits.

If you are unsure if your previous qualification is suitable, please contact us before completing an application. You can call us on 0121 604 1040 or email

EU/international students

Academic: European and International qualifications studied in a relevant subject matter will also be considered. Applicants will need to have achieved 120 ECTS or equivalent (European Credit Transfer).

If you are unsure if your previous qualification is suitable, please contact us before completing an application. You can call us on 0121 604 1040 or send an email:



Key information

Teaching and assessment

Teaching – full-time route

Example of a typical teaching week (up to 13 contact hours):

  • Large group teaching – 5 hours
  • Smaller group teaching – 6 hours
  • Tutorials – 2 hours

You will also need to commit around 20 hours per week for individual study time.

Teaching – part-time route

The part-time timetable is made up of one module per semester with three semesters in total. The research module is started in semester one and completed in semester three.

Example of a typical teaching week (one day per week):

  • Smaller group teaching – 5 hours
  • Tutorials – 1 hour

You will also need to commit around 10 hours per week for individual study time, though some weeks may require you to extend beyond this, particularly when you are engaged in completing assessments.


Estimated breakdown of assessment for this course:

  • Coursework – 68%
  • Practical assessment – 24%
  • Written examinations – 8%

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2015-2020.


As a new student studying this degree full-time, you will receive £300 per year via our Kick-Start Scheme (eligibility criteria applies). This scheme will support your studies and future career by contributing to course-related materials, uniform or selected items on campus. You might even qualify for an additional £500 per year.

Tuition fees

UK/EU students

If you are a UK/EU student enrolling on a full-time foundation degree or a BA/BSc in 2020/21, your fee for this academic year will be £9,250 per each full year. A half year tuition fee is £4,625. UK/EU students do not pay tuition fees for any placement periods.

International students

If you are an international student enrolling on a a full-time foundation degree or a BA/BSc in 2020/21, your fee for this academic year will be £11,500 per year.

If you complete a placement year, there will be an administration fee of £500 for a full year, or £250 for a half-year placement.


of graduate employers say relevant experience is essential to getting a job with them

Work placements

Work placements are vital for gaining real-life experience and for building your confidence and skills before you finish your course – and they may even lead to a job when you graduate. Our hired@UCB team can help find the ideal placement for you.

We encourage students on our BA Digital Marketing top-up course to gain work experience throughout your studies.

Work alongside experts in your sector

A snapshot of some of the employers we have worked with:

  • Drakos DMC (Cyprus)
  • Yiatros Group (Cyprus)
  • The Sea Pines Resort (USA)
  • Wintech-group (Wolverhampton)

I’ve studied not only marketing and management principles and theory, which is mandatory for any marketing manager, but I’ve also learned and practised skills that are in high demand right now, in a digital world. I have access to great lecturers that have real-world experience in business.

George Trandafir BA (Hons) Digital Marketing

Career opportunities

The example roles and salaries below are intended as a guide only.

Digital marketer

Average Salary: £30,000

Analytics manager

Average Salary: £47,392

Social media manager

Average Salary: £32,500

Advertising account executive

Average Salary: £35,000

Pay-per-click (PPC) specialist

Average Salary: £32,500

SEO specialist

Average Salary: £30,500


We are here to support your career goals every step of the way. 


Find out more

Kelly’s Story

Representing a well-known international brand on social media may sound daunting, but for Kelly, her degree had already shown her the way.

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