BA (Hons) / FdA

Accredited by the University of Birmingham (2021 entry)
Accredited by the University of Warwick (2022 entry)


Choose Award

3 years FT (4 years with placement)




48-week placement (optional)


September, February


View Fees

Business, Marketing and Finance
Choose Award

2 years FT (3 years with placement)




Opportunities available


September, February


View Fees

Business, Marketing and Finance
Discover more at our next open day

Saturday 02 October 2021

Join an open day

Enhance your digital expertise through innovative, entrepreneurial and creative modules

Undertake an optional marketing placement to boost your career progression prospects

Digital technology is changing our lives. It has also revolutionised the marketing landscape, challenging companies from all sectors to seek out graduates with the digital marketing know-how that is essential in modern day business. If you aspire to a career in the areas of marketing, media and digital technologies, our Digital Marketing course will give you the foundation to forge your way forward in the industry.

Developing your awareness of the current practices and issues in today’s digital marketing environment, this course will give you an insight into the complex and dynamic nature of this field through the development of creative concepts, digital campaigns, critical analysis and how to measure digital effectiveness. Our range of optional modules will enable you to develop expertise in particular areas and enhance your skills.

To put your theory into practice, our Digital Marketing degree offers you opportunities to engage in real-life consultancy projects as well as gaining extensive real-world experience through an optional 48-week paid work placement, giving you a distinct advantage to help start your career. You'll also have access to our Digital Creative Studio, helping you get to grips with everything from video production to livestreaming and podcasting.

Need some advice? Our Course Enquiries team are available on live chat for you to ask any questions you have about university. Find out more here.

Why should I choose this course?

  • WORK PLACEMENT – Gain invaluable real-world experience before you graduate by taking on an optional 48-week paid work placement
  • PRACTICAL APPLICATION – Apply your learning on consultancy projects, as well as having the chance to research and develop a new digital concept and work in our Digital Creative Studio
  • INDUSTRY VISITS – Visit firms within the marketing industry in order to explore how the sector operates
  • ENRICHMENT – Network with digital marketing agencies and professionals and hear from a variety of expert guest lecturers

Our facilities

Students on our marketing courses have access to our Digital Creative Studio, where you can get hands-on experience creating podcasts, promotional videos and livestream content for social media. We also provide a range of support services for student entrepreneurs through our Enterprise Hive.

Course breakdown

Students on the FdA have the option of progressing onto the final year upon completion of the foundation degree.

  • Year 1
  • Year 2
  • Year 3

Core Modules

Digital Toolkit

This module involves the practical application of digital marketing tools and platforms. In order to enhance your understanding of key digital channels and their marketing functions, you will be taught design elements of website and content marketing as well as social media applications.

Essentials of Digital Marketing Communications

Appreciating the nature of the digital landscape will help you develop skills and select tools to improve the effectiveness of your digital marketing communications as well as pinpointing challenges and opportunities. You will be introduced to a range of digital marketing and communication platforms and examine the growing impact of online communities.

Marketing Dynamics

You will be exposed to the principles and concepts of marketing. Assuming the role of a Marketing Manager, you will learn how to make and justify a range of marketing decisions as well as learn about market segmentation and marketing tactics within differing types of organisations. You will be able to appreciate the importance of customer orientation and of satisfying customer needs successfully in an increasingly competitive environment.

People and Organisations

To help you with the fundamentals of understanding the management of people, you will be looking at the internal structure of large and small organisations. This module also examines current business theory, with a focus on the practice of managing people within a variety of organisations.

Planning for Professional Development

Do you know what your future career will be, or what you would like it to be? In this module, you will be encouraged to consider the range of career paths available to you within the business and marketing sectors. You will undertake an audit of your current skills and attributes and then map them to those that are required within your possible career paths.

Principles of Finance

You will develop an understanding and awareness of the fundamental principles of finance including cash budgets, profit and loss accounts, balance sheets and break-even analysis. You will learn how managers can use financial information to greatly enhance the decision making process.

The External Business Environment

This module is designed to provide learners with a foundation to analyse the dynamic external business environment and the challenges this presents to businesses operating in international markets. Learners will be able to gain an understanding of the diverse range of external influences (political, economic, socio-cultural, technological) and identify the opportunities and challenges these present for international businesses. Learners will also gain an understanding of the key drivers of globalisation, market entry decisions and the global monetary environment.

Core Modules

Advanced Digital Toolkit

This module will allow you to build on the knowledge and practical applications of web production tools and platforms established in your first-year introductory modules. You will be able to further enhance your understanding of user experience and interface design, including the importance of design limitations and accessibility standards. In this practically-focused module you will learn the value of empathising with potential users and adopting human-centred design solutions, across a range of digital processes and products.

Consumer Insights

Why do consumers behave in the way they do? As a marketer, you need to understand the underlying factors influencing consumer decisions. You will understand and appreciate consumer behaviour and its impact on the marketing decisions undertaken by organisations. This module includes a residential trip, enabling you to apply theory to a 'live' setting.

Digital Marketing Planning

Digital marketing today is essential for any business to remain competitive and successful, so in this module you will discover the knowledge and tools necessary to develop and write an effective marketing plan. From the perspective of a Digital Marketing Manager, you will discover a wide range of digital marketing tactics available and learn how to co-ordinate and manage these in order to obtain a successful RO1 (return on investment).

Employability in Practice

You will be encouraged to identify and apply for opportunities and careers that are available to you. You will identify opportunities for development through training needs analysis which can extend to include recognising the potential to develop your skills through work experience, placement and overseas study.

Marketing Intelligence

The importance of marketing research is growing in the increasingly-global competitive marketing environment. You will explore the nature and scope of marketing research, including where and how marketing research fits in with other aspects of marketing management, the characteristics of the research industry and marketing intelligence suppliers.

Choose 1 optional module

Business Innovation and the Environment

All organisations need creative thinkers to question current business practices and develop dynamic solutions to 21 st century environmental challenges. You will be examining key global environmental issues affecting new enterprises and the importance of innovative thinking. As a result, you will be developing your own creative designs and solutions in response to the needs of contemporary enterprises.

Creative Communications

The skills of effective communication are vital to successful management. This stimulating module is invaluable to a range of business aspects such as product launches, brand promotions, travel and food journalism and exhibition guidance. You will be encouraged to discuss the effectiveness of words and images when communicating intended messages and will enable you to critically appreciate the complexities of the communication process.

Digital Content and Copy

This practical module highlights how to create powerful digital content and copy for a variety of online digital platforms. You will learn how to grab attention, drive traffic, stimulate loyalty and enhance brand reputation by using the right words in the right places. You will also gain an understanding of how to creatively integrate digital media (including video, audio and graphic media) within a wider content strategy.

Enterprise Start-up Studies

This module provides an insight into the key issues a new business needs to consider before starting up the enterprise. Emphasis is placed on students undertaking research into such areas as market trends, target audience, location analysis and resource requirements, in order to justify the customer demand and feasibility of their product/service. This module also provides an insight into the marketing communiction tools a new business employs in order to showcase their product/service to their target audience/s.

Operational Sales Management

You will learn the concepts involved in managing sales and salespeople, getting a clear understanding of selling within a marketing organisation, the different types of buyers and how to sell to them. In light of the ever-increasing 'internationalisation' of business, you will also be looking at sales on an international scope.

Voluntary Initiative

The voluntary sector is one of the most dynamic sectors worldwide. You will have the opportunity to work on a volunteer project within a private, public or community organisation and see how they market themselves and compete for resources with other voluntary projects. You will be able to reflect on your experiences as well as develop your personal and professional skills within a working environment.

Optional Placement module

Professional Placement

Students will undertake Employability in Practice module at level 5 (year 2 of the course), prior to undertaking their placement year. By undertaking this module, they will be provided with essential skills and tools to apply and secure their own placement (with support from Hired@UCB) and complete the requisite time in placement.

Core Modules

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.

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.

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.

Choose 1 optional module

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.

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.

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.

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.

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.

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

Digital Marketing BA (Hons)

A-levels: An A-level grade profile of CCC-CDD.

T-levels: A T-level graded Pass with a core component of grade C.

BTEC: A BTEC grade profile of MMM-MMP. This can be achieved from either an Extended Diploma or a combination of smaller BTEC qualifications.

Tariff: Other Level 3 qualifications are accepted at University College Birmingham for entry. A minimum of 96-80 UCAS Tariff points will be required.

Access to Higher Education Diploma96-80 UCAS Tariff points including a minimum of 15 Level 3 credits at Distinction.

Digital Marketing FdA

A-levels: An A-level grade profile of CD-DD.

T-levels: A T-level graded Pass with a core component profile less than C.

BTEC: A BTEC grade profile of PPP-PP. This can be achieved from either an Extended Diploma or a combination of smaller BTEC qualifications.

Apprenticeship: Achieve an advanced apprenticeship (Level 3).

Tariff: Other Level 3 qualifications are accepted at University College Birmingham for entry. A minimum of 56-32 UCAS Tariff points will be required.

Access to Higher Education Diploma56-32 UCAS Tariff points.

Non-tariff: Non-UCAS Tariff-based Level 3 qualifications are also considered for entry. Please complete our enquiry form here to check your eligibility.

Work-based: We also give equal consideration to applicants who are currently in work and wish to apply to University College Birmingham. To apply, you must have a minimum of 3 years’ relevant work experience, demonstrating management or supervisory duties. Your application must also include a reference from your line manager supporting your entry to higher education. For further details, please contact Admissions.

EU/international students

For entry requirements for EU and international students, please visit the Country Specific Information page.

Key information

Teaching and assessment


Below sets out our intention for how teaching will look in the 2021/2022 academic year for each level/year of this course. You can view more information on our teaching plans here.


Estimated breakdown of assessment for this degree course:

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

Our teaching and assessment is underpinned by our Teaching, Learning and Assessment Strategy 2021-2024.

Tuition fees

UK students

If you are a UK student or an EU student with settled/pre-settled status enrolling on a full-time foundation degree or a BA/BSc in 2021/22, your fee for this academic year will be £9,250 per each full year. A half year tuition fee is £4,625. UK students do not pay tuition fees for any placement periods.

EU students

Following the UK’s departure from the EU to support our European applicants, University College Birmingham is offering an automatic EU Transition Award to all eligible European students who start their studies at UCB in September 2021 or January 2022 which will bring your fees to £9,250 for an undergraduate course and £8,000 for a postgraduate course. To be eligible for the award students need to be a permanent resident of an EU country and classified by the University as an international student for 2021/22 entry fees purposes. Non-eligible students will be charged the standard international student fee. To find out more information click here

International students

If you are an international student enrolling on a full-time foundation degree or a BA/BSc in 2021/22, your fee for this academic year will be £12,500 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.


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.

UCBconnect - meet other students on your course

Starting university is an exciting time, but we understand that it can sometimes feel a little daunting. To support you, we have created a platform called UCBconnect, where you can meet other students who have applied for the same course at University College Birmingham, before you start studying here.

As soon as you have been made an offer, you will be sent an invitation via text and email to complete your user registration and join UCBconnect. For more information, please visit


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.

Our FdA and BA Digital Marketing courses offer you the option of a paid 48-week work placement, during which you will not incur any tuition fees.

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)
Due to the ongoing coronavirus pandemic, please be aware that opportunities to travel abroad for placements, project work or residential trips may be affected by government travel restrictions. Please visit our updates and FAQs page for information.

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 Digital Marketing BA (Hons)

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: £25,000 – £32,000

Advertising account executive

Average Salary: £35,000

Pay-per-click (PPC) specialist

Average Salary: £32,500

SEO specialist

Average Salary: £30,500

Want to take your studies to the next level? Completing the BA (Hons) degree will enable you to move onto our postgraduate courses such as Enterprise Management MSc/PGDip or Marketing Management for Events, Hospitality and Tourism MA/PGDip. If you are interested in teaching, you could also progress onto our PGCE course.


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.

Read Story

Course statistics

BA (Hons)


Undergraduate students

Take the next step...


Back to top