INTRODUCTION TO DIGITAL MARKETING

Accredited by University College Birmingham

Course Level

Level 4

Duration

Short Course (12 weeks)

Entry

September, February

Department of Business and Enterprise
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Saturday 17 August 2024

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Learners do not need to pay back any tuition fees on this course. Find out more here.

Flexible delivery – this part-time, flexible course is designed to fit around work, childcare or caring responsibilities

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.

Choosing from our two 40-credit short courses, or studying both, will give you a comprehensive insight into digital marketing. This course is designed with beginners in mind, so no prior digital marketing knowledge is required to benefit from it. The course will be delivered one day a week, onsite in our cutting-edge teaching facilities.

Study modules, not the full course

This course gives learners the opportunity to study individual modules without having to commit to the full course – and there are no tuition fees to pay.

Through the government’s module acceleration programme (MAP), you can choose standalone modules to give you key technical skills that are valuable to employers and build credits towards a full HTQ at your own pace.

Find out more

Course breakdown

This course will comprise of four 20 credit modules from our existing level 4 Digital Marketing Higher Technical Qualification (HTQ) which is validated by the University College Birmingham.  

Semester 1 (September entry)

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.

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 software applications which you will utilise to create promotional material for use on digital platforms.

Semester 2 (February entry)

Social Media Management 
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.

Digital Toolkit
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 practice based where you will be taught the design elements of website and content marketing.

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.

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. 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.

Entry requirements 

Digital Marketing

As a minimum, applicants should have:

GCSEs: Maths and English GCSE or equivalent

Basic computer literacy and awareness of the internet. You will need access to a windows-based PC/computer or laptop with a stable internet connection if you want to study the material outside the university premises.

Relevant industry experience may also be considered an alternative.

Who can apply:

Anyone looking to retrain in a new career or upskill to enhance their existing career can apply if they:

  • are aged between 19 and 60
  • live in England

Please note: this course is not open to international students.

Key information

Teaching and assessment

Note: Indicative information only – actual timetables and assessment regimes will be issued at your induction.

Teaching

Example of a typical teaching week:

  • Group teaching – 6 hours (one day per week)

You will also need to commit to self guided hours. 

Assessment

Estimated breakdown of assessment for this course:

  • Coursework – 100%

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

Tuition fees

There are no tuition fees for this course as it is funded by the government's module acceleration programme (MAP) but accessing  funding reduces future Lifelong Learning Entitlement funds.

You are eligible if you are:

  • are aged between 19 and 60
  • live in England

Please contact our finance team if you'd like to know more: ucbstudentfinance@ucb.ac.uk

Unibuddy Community - 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, you will be invited to join our Unibuddy Community, 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 email to complete your registration and join the Unibuddy Community. For more information, check out our Unibuddy Community page.

Want to take your studies to the next level? After completing this short course you will have the opportunity to complete the full HTQ and also progress further onto the Digital Marketing BA

"The rapid change in digital technology continues to have a huge impact on businesses and how they market their products. The sector has grown exponentially over the past few years and is set to grow further as technology continues to evolve. These short courses will provide you with skills and knowledge to enter a career in digital marketing or take the next step up the career ladder”

Nicky Millard Deputy Dean, Business School

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