Advertising and Digital Marketing

The BA (Hons) Advertising and Digital Marketing degree is a specialist integrated course combining advertising and digital marketing theory and practice.

The course has a particular focus on online communication and customer engagement across a variety of digital platforms and organisational settings including global multi-national organisations, national public and private sectors, SMEs, non-profit, NGOs and charities. Students will gain expertise and confidence in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management as well as knowledge and application of key concepts and practice within the broader marketing discipline.

• Advertising and digital marketing theory, contextualised to real life situations.

• Digital advertising and marketing tools, designed to develop a creative mind-set.

• Work on real live client and organisational challenges.

Key Course Benefits

• The development of specialist subjects and modules in the second and final year which include advertising and digital marketing, creative marketing, advertising and digital marketing strategy and digital customer experience.

• The course assessment strategy is designed to incorporate a range of innovative and authentic assessment methods, including group projects, presentations and pitches, all designed to ensure you are equipped with necessary skills to boost your career potential.

• The use of the DigiComm Lab supports the development of students’ digital literacy skills through using digital marketing platforms and software.

• Networking with international alumni and employers through guest speaker events and projects.

Chartered Institute of Marketing (CIM) Graduate Gateway Programme
This course is part of the CIM Graduate Gateway programme, with the modules of the course aimed to map to certain CIM professional qualifications. This means that students who successfully complete the Advertising and Digital Marketing BA (Hons) course at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Direct application and additional fees apply to study modules with the CIM.

What you'll study
This course has a common first year

The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn.

If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).

Common first year courses

Advertising and Digital Marketing BA (Hons)
Business Administration BA (Hons)
Business and Human Resource Management BA (Hons)
Business Management BA (Hons)
Enterprise and Entrepreneurship BA (Hons)
Event Management BA (Hons)
International Business Management BSc (Hons)
Marketing BA (Hons)
Sport Management BA (Hons)

Modules
Foundations of Management
Organisation Behaviour
Marketing, Digital and Social Media
Business Decision Making Using Data Analysis
Ideation
Entrepreneurial Thinking

Year Two
In year two, you will continue to develop the skills and knowledge you’ve learned. We do this by embedding the following four principles into the curriculum and developing your:

Technical skills – digital fluency, backed with the right academic knowledge 
Study skills – to be an adaptive, independent and proactive learner
Professional skills – to have the behaviour and abilities to succeed in your career 
Global awareness – the beliefs and abilities to be a resilient, confident and motivated global citizen

Modules
Designing a Research Proposal
Marketing Insight
Consumer Behaviour
Integrated Marketing Communications
Advertising and Digital Marketing
Creative marketing

Placement Year
There’s no better way to find out what you love doing than trying it out for yourself, which is why a work placement* can often be beneficial. Work placements usually occur between your second and final year of study. They’re a great way to help you explore your potential career path and gain valuable work experience, whilst developing transferable skills for the future.

If you choose to do a work placement year, you will pay a reduced tuition fee* of £1,250. For more information, please go to the fees and funding section. During this time you will receive guidance from your employer or partner institution, along with your assigned academic mentor who will ensure you have the support you need to complete your placement.

Final Year
Year three aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from years one and two. You could also work on a large final project in an area of your interest, with the support of a mentor and your Academic Personal Tutor.

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated. Before accepting any offers, please check the website for the most up to date course content. For full module details please check the course page on the Coventry University website.

*For further information please check the course page on the Coventry University website