Digital Marketing BA | Coventry University

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Digital Marketing BA (Hons) 2018/19 entry

Course code:


Study options:

3 years full-time
4 years sandwich


Coventry University


September 2018



Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 2222


The future of marketing: this course is for those who love social media, influencers, brands and getting your message out to your audience.

Digital media and communications, particularly social media, have transformed marketing and advertising, creating exciting careers for creative and talented graduates.

Our course focuses on the development of practical digital marketing skills to give you a real insight to the dynamic world of 21st century business. You’ll apply your knowledge in our state-of-the-art digital marketing lab and analyse real-life business case studies, developing your own expertise and innovation to connect customers, products, services and brands. 

You’ll gain a Chartered Institute of Marketing (CIM) accredited degree, the opportunity to complete the CIM Diploma in Professional Marketing, hear from industry guest speakers and the chance to apply for a company internship with past students working for well-known companies like Microsoft, Procter and Gamble, L’Oreal, Disney and Rolls Royce.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities


Career-ready graduates, with the skills to succeed

Teaching Excellence

Taught by lecturers who are experts in their field

Course essentials

A degree which offers you more, at no extra cost

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, which means that students who complete the BA Marketing at Coventry University are exempt from the CIM Certificate in Professional Marketing, as well as the first module of the CIM Diploma in Professional Marketing via the Graduate Gateway scheme.

European Foundation for Management Development (EFMD)

As a mark of our quality and international perspective, Coventry Business School is an active member of the European Foundation for Management Development (EFMD) and Chartered Association of Business Schools (CABS), as well as being signatories to the United Nations Principles for Responsible Management Education (UN PRME) initiative. Our experiences and involvement with these organisations will enhance the quality of your educational experience.

Chartered Association of Business Schools (CABS)

Course information

The course is designed to give you a comprehensive understanding of how marketing operates in today’s digital world. You’ll learn about marketing, social media and digital technology, using a variety of analytical tools to critically evaluate digital marketing problems and develop appropriate solutions for organisations to manage their online presence.

The flexibility, mass reach and reduced costs of digital marketing mean organisations across every sector are increasingly seeking to use digital technologies, online marketing and social media to reach and engage with their existing and potential customers. 

Our degree is intended to prepare you for careers in this changing world, combining the key aspects of marketing, communications and technology in a range of contexts and cultures. It will suit you if you wish to enhance your understanding of digital marketing generally or are interested in specific careers in marketing communications, advertising, PR, digital marketing, multimedia production or digital graphic design.


of our students are satisfied with the quality of the course

NSS, 2016

Course specification
Download PDF (465Kb)



In your first year, we will introduce you to the fundamental theoretical concepts that underpin the marketing function, in particular the role of consumer behaviour in marketing and selling situations. We’ll then explore the applications of marketing through digital tools, covering all the aspects of deploying e-business and e-commerce within an organisation.


  • Marketing Research

  • Academic Study Skills

  • Marketing Principles and Practice

  • Communications for Marketing and Advertising

  • Introduction to Digital Marketing

  • Organising for Business


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


During the second year, you’ll develop more specialist knowledge, understanding and skills in key areas like advertising and website design. You’ll learn how to manage social media, build online communities, create and implement digital campaigns, as well as the impact of key developments in digital and social media on organisations, particularly within the communications and retail industries.


  • Career Preparation

  • Consumer Behaviour

  • Marketing Management

  • Applied Advertising

  • Digital Analytics

  • Designing Online Presence (Website and App Design)


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


After your second year, you have an opportunity to take a sandwich year, studying abroad or go on professional placement. Within the Business School, previous digital marketing placements have involved social media, analytics and web design, so you could expect to do something similar.


In your final year, you’ll further develop your creative problem solving skills and will be given the opportunity to assess ‘real’ design briefs for a range of media formats; students on similar courses have worked with the likes of Sky and John Lewis.

During all three years, you will create a Digital Portfolio, which will be completed with your final project, in which you will either research a topic of interest or work in collaboration with an industry partner. For example, current dissertation subjects range from consumer behaviour in social media and digital advertising to consumer power in the wake of digital marketing tools.


  • Career Development

  • Contemporary Marketing Issues

  • E‐CRM and Strategy

  • Social Media and Online Reputation

  • Optional modules

    1 from the following:

    • Creative Advertising Development
    • Personal Entrepreneurial Development 

    1 from the following:

    • Digital Marketing Portfolio
    • Advanced Marketing Project (Dissertation)


The focus on preparing students for successful futures sets Coventry apart as a university.

The Add+vantage modules teach a range of work experience and extra-curricular activities that are taken each year, and broaden students knowledge and skills within a work focused environment. There is a very wide range of Add+vantage free-choice subject areas, and they are arranged in themes.


We are ranked as the 13th best University in the United Kingdom -  Guardian University Guide 2019

In more detail...

  • CIM Graduate Gateway award with direct entry to top-up to CIM’s Professional Diploma in Marketing (two module exemptions), which can be studied immediately after your degree or in the three to five years following.
  • Use of state-of-the art digital communications lab – the DigiComm Lab –  equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Focus on practical marketing skills development and emerging themes in marketing, such as E‐CRM, social media and online reputation and digital analytics.
  • High levels of student satisfaction for our Marketing courses of 96% overall in the National Student Survey (NSS) 2016.
  • Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.

Placement opportunities with blue chip companies, such as IBM, Hewlett Packard, Warner Brothers, 3M, BMW and Peugeot.

Your main study themes are:

  • Marketing: You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.

  • Communications: You will study concepts such as stakeholder communications and communications analysis techniques to support your digital marketing practices.

  • Digital Marketing: You will study topics such as website design and development, web analytics and social media integration, creating and implementing digital marketing campaigns, as well as developing your copywriting and blogging skills.

  • Research: This forms an important part of your degree, giving you skills in primary and secondary research. You will put this into practice by undertaking an independent and in-depth study of a digital marketing topic of your choice. This will form the basis of your final year dissertation.

This course is available on a three-year full-time basis or a four-year sandwich basis, where between Years Two and Three there is one year of work experience or study abroad at a partner Institution.You will be allocated your own academic personal tutor who will meet you regularly to discuss your progress and guide you on a range of matters.

The fast-paced world of marketing typically involves tight deadlines and pressure from clients to complete work with short turnaround times. To an extent, our teaching and learning style has been designed to emulate this in order to communicate the reality of work life, so you’ll work on ‘live’ projects with a set brief, budget and timescale. 

Many aspects of digital marketing and advertising involve creativity and innovation, so we also offer a range of opportunities for you to develop your creative skills. For example, using real-life briefs from the D&AD awards, practical challenges, responding to creative briefs or examining topical ‘live’ case studies, such as John Lewis and Amnesty International.

There are a range of field trips offered to all Marketing students, both nationally and internationally, for example, in the past to Cadbury’s World to gain an insight into the company’s marketing strategies.

These not only help you to bond with fellow students, but also provide exposure to industry and develop your intercultural competencies. We are also hoping to organise a programme of guest speakers in a host of emerging topics, such as content marketing and analytics.

Teaching methods include:
a mix of classroom and lab based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.

Meet our staff

Ellie Hickman

Ellie Hickman is a lecturer in marketing and advertising.

Read full profile

The learning outcomes of modules, assessments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade. You need to achieve above 40% to pass; anything above 70% is classified as ‘outstanding’.

The course provides a variety of assessment methods, including closed‐book examination, individual and group reports and presentations, multiple‐choice questions including justification of answers, e‐Portfolios and analysing live data (analytics). The percentage breakdown between assessment methods varies each year and a third of your grade is dependent on exams in the final year.

An estimated percentage breakdown of your final grade assessment is as follows: 

  • Coursework: 75%
  • Formal examinations: 25%

In order to achieve the award of Bachelor of Arts (Honours), a student must satisfy the University requirements of 360 credits. A student who does not wish to progress to a subsequent year of study may apply for an intermediate award of Diploma of Higher Education if they pass a minimum of 240 credits. A Certificate of Higher Education may be awarded to a student with minimum of 120 credits.

75% assessed by coursework

On successful completion, you will be equipped with the skills to:

  • Demonstrate a comprehensive knowledge and understanding of: customers and stakeholders and their role within organisations; the essential principles and practices of digital marketing and their applications; how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques; how to evaluate and apply the management and operational aspects of digital marketing across different contexts  and cultures; selected specialist sub‐disciplines within digital marketing, advertising and management; current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing; and the tools used in digital and social media marketing using appropriate software.
  • Apply appropriate techniques to solve digital marketing problems across social and digital media.
  • Communicate effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Analyse, synthesise, and evaluate marketing information and digital analytics salient to marketing.
  • Source, analyse and apply appropriate marketing information to support digital marketing and/or digital communication decision making.
  • Communicate ideas and findings effectively in a range of formats to different audiences.
  • Work effectively independently and in teams to develop and implement creative ideas in response to a digital marketing brief.
  • Plan, design and execute a substantive piece of independent intellectual work which evidences engagement with appropriate theory and professional practice in the domain of digital marketing.


of our graduates are in a professional or managerial role six months after the course

DHLE 2014/15

In a typical teaching week, you will have up to 14 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: 2 hours per week.
  • Medium group teaching: 8 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 4 hours of lectures each week

In addition, you will be expected to undertake a further 22-24 hours of self-directed studying and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. 

You can choose to spend time abroad, studying or working, either on a summer placement or sandwich year out. We have long-running partnerships with a number of overseas universities, including KH Leuven in Belgium, School for Higher and Professional Education (SHAPE) in Hong Kong and PSB Academy in Singapore. In the past, marketing students have undertaken industry placements with IBM, L’Oreal, Rolls Royce and Warner Brothers.

We also run a number of collaborative Online International Learning projects on the course, which enables you to work with students across the world on a live project. In the past, students have worked with peers across the world, including USA, Malaysia and Europe.

Throughout the course you will visit relevant companies to gain a real-life experience of marketing, both at home and abroad. Previous cohorts of students have travelled to universities in Malaysia and Dubai to learn more about the culture and different approaches to teaching. They have also visited Leuven in Belgium as part of the annual Marketing Week conference with an opportunity to take part in a competition to create a brand. 

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2015/16, we were able to provide a total of 2101 experiences abroad that lasted at least five days, 76% of which were our own organised trips for undergraduates and 23% from postgraduate travel.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


Student experiences

The number of student trips abroad for at least 5 days in 2015/16


and counting

The number of students we’ve helped travel internationally so far


global programmes

As well as trips, we offer other opportunities like language courses

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

For more information, please visit our Finance pages.



September 2018

£9,250 (per year)


If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship.

Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.



September 2018

£9,250 (per year)


For the September 2018 intake we're investing in a range of EU Academic Excellence scholarships for high achieving and enterprising students. Fulfil your potential this academic year with Coventry University!



September 2018

£12,600 (per year)


For the September 2018 intake we're investing in a wide range of Academic Excellence scholarships for high achieving and enterprising international students. Fulfil your potential this academic year with Coventry University!

Course essentials at no extra cost

We're committed to communicating study costs clearly to make sure you're not faced with having to make any unexpected payments.

This is why our ‘Flying Start’ package provides you with a few course essentials. Your full-time fee for an undergraduate degree will cover the following:

UK field trips

Any mandatory site visits and trips within the United Kingdom.

Key material

This can include core textbooks, software and equipment.

Laser prints

1,000 A4 sides of black and white laser printing credits per year.

Optional year

Pay no tuition fees for optional work placements or study abroad trips.

Career prospects

Our course is one of only a handful in the UK that is accredited by the CIM for a Dual Award. This means that straight after your degree you can go on to achieve the CIM Diploma in Professional Marketing, significantly enhancing your career prospects.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit with an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres. They also maintain a dedicated Facebook group to keep you up to date will all the opportunities and activities. 

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.


of our graduates are in a professional or managerial role six months after the course

DHLE 2014/15

Where our graduates work

Previous graduates on similar courses have gone on to a range of careers in Marketing, Advertising, PR, Brand management, Marketing Research, Digital Marketing, sales and general management with a wide range of large and small organisations, such as IBM, Hewlett Packard, Rolls Royce, Procter and Gamble, Jaguar Land Rover, Silverstone, McCann Erickson, Volkswagen, South African Airlines, Millward Brown, Chime Communications. Other students have gone on to postgraduate academic study.


Our graduates earn an average salary of £20,000 six months after the course (DHLE 2014/15)


By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the University. The Contract will detail your rights and the obligations you will be bound by during your time as a student and will contain the obligations that the University will owe to you. We encourage you to read the Contract before you accept an offer of a place and before you enrol at the University. A copy of the 18/19 Contract can be found here.