of graduate employers say relevant experience is essential to getting a job with them
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 APPROVED – Our marketing degree course is accredited by the Digital Marketing Institute (DMI), providing you with additional industry recognition
- ENRICHMENT – Network with digital marketing agencies and professionals, hear from expert guest lecturers and visit firms within the marketing industry
- HIGHER TECHNICAL QUALIFICATION (FdA only) - Students on our Digital Marketing FdA will receive a Level 4 HTQ on successful completion of the first year of the course (subject to approval)
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.
Based in Camden House, our Digital Creative Studio features state-of-the-art video and audio production facilities, including a video production studio with 4K cameras and green screen technology
Our Digital Creative Studio also houses a dedicated teaching lab complete with high-spec computers and industry-standard media technology, including Adobe Creative Cloud software
The Digital Creative Studio hosts audio podcasting, vision mixing and editing facilities, as well as a creative media and design lab with graphics tablets
If you want to set up your own business, visit our Enterprise Hive for a wide range of start-up support, including incubation space, tailored mentoring from industry experts and networking opportunities
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
- Year 3/4
Fundamentals of Content Production
When it comes to digital marketing, content is king. In this module you will learn about the foundational principles of content production and develop an awareness and understanding of various visual communication techniques. You will also gain practical experience using Adobe Creative Cloud applications which you will utilise to create promotional material for use on digital platforms.
The People Perspective
Working successfully within teams and on projects will determine your career achievements and help achieve your business goals. This module will teach you to meet the challenges facing businesses today by focusing on the people perspective and enhancing your knowledge of leadership and management within current agile business environments.
Essentials 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 in an increasingly competitive environment.
This first-year module aims to develop your understanding of the ways in which advertising and marketing professionals communicate with their intended audiences. Along the way, you will gain a foundational understanding of communication theory, audience effects debates and the role of integrated marketing communications (IMC) in the development of brand messages across multiple channels.
This module allows you to develop your knowledge and practical application of digital marketing tools and platforms. You will be able to enhance your understanding of key digital channels that support and enhance the marketing function. The focus of the module is very much practitioner based where you will be taught the design elements of website and content marketing.
Social Media Management
This module will help you to develop your knowledge and practical application of social media tools and platforms. You will also gain a critical understanding of the issues which underpin the development of social media in the modern world. As part of this module, you will manage your own social media account for a clearly defined promotional purpose. Along the way you will test out a variety of social media techniques and strategies. This module will provide you with the skills and knowledge needed to become proficient in social media marketing – a key skill required by employers across a range of industries.
SEO and Digital Advertising
This practically focused module is an essential introduction to search engine optimisation (SEO) and digital advertising, including the latest techniques in PPC, SEM and social media advertising. Over the course of this module, you will gain an understanding of digital advertising and become proficient in utilising best practice to get to the top of search engine rankings while maximising ROI (return on investment).
This module will allow you to build on the knowledge and practical application 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.
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.
This module aims to explore campaign planning from the perspective of a marketing manager. You will arrive at a clearer understanding of the steps taken in the process of developing digital marketing plans and will investigate the range of digital marketing tools available and learn how to co-ordinate and manage these in order to obtain a successful ROI.
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.
Plus one option from:
How do advertisers persuade customers to buy? You will learn about advertising psychology in the context of persuasive communication, developing a deeper level of understanding about the cognitive processes involved when dealing with persuasive communication. This will allow you to analyse these processes and to apply your knowledge in a specific marketing context.
E-Commerce and Customer Experience Design
E-commerce has revolutionised the way in which customers interact with businesses. More than ever, it is important for brands to build a powerful online presence. This module will furnish you with the theoretical and practical knowledge required to build your own e-commerce platform and design optimised customer journeys which delight customers and keep them coming back to your website again and again.
Interactive media is an increasingly important part of any content strategy and covers a wide range of digital products and services. This module will allow you to develop your own creative practice in interactive media (making games, interactive film, digital storytelling or any other medium) in a guided interactive media project of your own devising. Building on many of the technical and creative skills developed so far, this module will take you through the key stages of developing an interactive media project from ideation and concept definition, through to proof of concept and prototype delivery.
This module is all about how to manage a successful sales team. As part of this module, you will gain a clear understanding of the role of sales teams within different organisations, as well as 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 from an international scope and explore theoretical perspectives of buying and selling.
Optional Work Placement
Our course offers you the chance to undertake a paid 48-week placement to give you invaluable first-hand experience in the industry. In your Graduate Advantage sessions, you will be provided with the essential skills and tools to apply and secure your own placement (with support from hired@UCB).
Strategic Marketing Management
This module aims to critically assess the role of strategic marketing in modern organisations. You will consider what digital marketing strategy means and look at a range of examples across business sectors. Core areas to be investigated will be the technologies which make marketing possible, the relationship between marketing strategies and the wider organisation, the key issues in the development and implementation of marketing strategies and the threats (security and other) posed by digital marketing.
Big data is an increasingly important feature of modern business. Organisations now utilise increasingly sophisticated data management and analytical processes to help them make strategic decisions and maintain efficient business practices. This module aims to help you identify and make sense of meaningful patterns in data sets and will familiarise you with the analytical tools and techniques to support evidence-based decision-making. The focus of this module is on digital marketing analytics, such as the use and analysis of website and social media metrics, however more generally this module will help you develop the analytical skills and data competence increasingly demanded by industry.
Managing Online 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.
Choose one option from:
Marketing Final Major Project
The Final Major Project is a practically focused, but theoretically informed, capstone research project. You will be presented with a particular marketing problem and be asked to generate an innovative solution. In doing so, you will be encouraged to explore an area of marketing which interests you and produce a detailed report, evaluating the relative merits and feasibility of the approach/strategy/technology under investigation. You will then put theory into practice by showcasing your marketing solution at an event attended by your peers, lecturers and industry professionals.
You will have the opportunity to engage in an independent research project of your choice. You will have support with preparing your proposal and understanding the competent characteristics of good research. An appointed tutor will help guide you through this important and rewarding process.
Plus one option from:
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.
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.
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.
Podcasting and Audio Production
Podcasting has been growing in terms of audience reach and size year on year and this presents a huge opportunity for publishers, marketers and communication professionals to connect with audiences via this new media platform. Lectures and practical workshops will be geared towards producing a professional promotional podcast, within a style and genre of your choice. Along the way, you will learn a range of audio production skills, including digital audio, editing and mixing skills.
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.
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 Diploma: 96-80 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 Diploma: 56-32 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.
For entry requirements for EU and international students, please visit the Country Specific Information page.
Teaching and assessment
Note: Indicative information only – actual timetables and assessment regimes will be issued at your induction.
Example of a typical teaching week (up to 15 contact hours):
- Large group teaching – 6 hours
- Smaller group teaching – 6 hours
- Tutorials – 2 hours
- Graduate Advantage – 1 hour
- Subject-related workshops – 1 hour
- Field trips and visits
You will also need to commit around 20 hours per week for individual study time.
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.
If you are a UK student enrolling on a standard length Foundation Degree or a BA/BSc at University College Birmingham, your fee for this academic year will be £9,250. A half-year tuition fee is £4,625. There will be no change to this tuition fee for the forthcoming two academic years (2022/23 and 2023/24).
View undergraduate fees
If you are an international student enrolling on a full-time foundation degree or a BA/BSc in 2022/23, your fee for this academic year will be £13,500 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 course full-time, you will receive £300 per year through our Kick-Start Scheme (UK students only, 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 may also qualify for an additional £500 per year.
Find out more about the Kick-Start Scheme here.
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 ucb.ac.uk/ucbconnect.
Higher Technical Qualifications (HTQs)
Approved by the Institute for Apprenticeships and Technical Education (IfATE), Higher Technical Qualifications are brand new qualifications designed to give you knowledge, skills and behaviours that have been identified by employers to meet the occupational standards for your chosen sector.
Unlike apprenticeships – which combine study with practical training on the job – HTQs are largely classroom-based, giving the opportunity for you to learn practical skills in an education setting, such as through workshops and simulated work environments.
Our Digital Marketing foundation degree has been mapped to the criteria of the HTQ Level 4 in Digital Community Management (subject to approval). This means on successful completion of the first year of your FdA course, you will also be awarded an HTQ without needing to complete any additional work or assessments, and you will be ready to progress within your chosen occupation or sector.
For further details about HTQs, please visit the GOV.UK website.
This course is accredited by the University of Warwick.
This course is accredited by the Digital Marketing Institute (DMI).
Accreditations, endorsements and partnerships
University College Birmingham works with a wide range of organisations to ensure you receive the best possible training and qualifications recognised by industry.
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 both 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)
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.
The example roles and salaries below are intended as a guide only.
Average Salary: £30,000
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
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.