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BA (Hons) Digital Marketing Communications
Introduction
The BA (Hons) Digital Marketing Communications degree is the first to be offered in the UK. It has been developed in close discussion with practitioners from the communications and marketing industry, who are also involved in the delivery of the programme as expert guest lecturers, providing valuable resources and advice to students on career opportunities. This programme can be studied as a four year sandwich programme (which includes a one year work placement in your third year) or three years full-time.
This degree is ideal for those interested in building a career in marketing and communications within a technological skill base. Industry research indicates that there is an increasing demand from companies who are seeking marketing staff with more sophisticated digital and information technology capabilities and this degree provides these capabilities. It provides you with an opportunity to develop marketing and communications skills, whilst also allowing you to develop specific technological expertise in managing intelligence.
MMU Business School has excellent relationships within the marketing and communications industry. Strong relationships with the Manchester Publicity Association and major international Marketing Communications consultancies ensure that the programme content is relevant and up to date. A wide variety of teaching and learning methods are used with an emphasis on group working, project work and interpersonal and electronic skills.
Special Features
- This is the first course of this type to be offered in the UK and the Business School has excellent relationships within the marketing and communications industry and regionally with the Manchester Digital Association.
- This programme has been approved and accredited by The Chartered Institute of Marketing (CIM) and counts towards 50% of the CIM Professional Diploma in Marketing. For more information visit www.cim.co.uk/learningzone/dualaward
- The marketing and retail programmes received excellent National Student Survey results for the last academic year. Students rated the programme as one of the best in the country for teaching quality, learning resources, personal development and overall quality.
Programme Content and Structure
Each year of study is intended to expand your knowledge and understanding of digital marketing communications and the management of marketing disciplines, with the opportunity to gain exemptions from Chartered Institute of Marketing professional qualifications (subject to validation).
The following diagram shows the programme's structure, detailing which course units you will take in each year:
| Year 1
|
Professionalism, Achievement and Employability |
Information Discovery and Data Analysis |
Marketing Communications Theory and Practice |
Information Systems and Applied Technology |
Ideas, Creativity and Entrepreneurship or Language or Work Based Learning |
||
CORE |
CORE |
CORE |
CORE |
ELECTIVE |
|||
| Year 2
|
Business Research and Professional Skills |
Advertising |
Direct and Interactive Relationship Marketing |
Creative Brand Strategy |
Information and Communication Technology in Organisations |
Business and Sustainability or Ideas, Creativity and Entrepreneurship or Language or Work Based Learning |
|
CORE |
CORE |
CORE |
CORE |
CORE |
ELECTIVE |
||
Year 3 |
Placement (for sandwich version only) |
||||||
| Final Year
|
Research Project |
Strategic Marketing Management |
Strategic Communications and Advertising Planning |
Digital Marketing Communications Management |
|||
CORE |
CORE |
CORE |
CORE |
ELECTIVE |
|||
In your first year you will look at communication theory and its impact on practice in areas such as marketing, advertising, brand and public relations management and mass media communication. You will develop skills in using and building information technology applications and applying them in supporting various business functions. You will build the skills that will enable you to progress to an independent, lifelong learner whilst building the competence to enhance academic performance, and the development of employability and professional attitudes to work and university. You will learn how to retrieve, analyse and interpret business and management information and present this effectively using a range of media, tools and techniques. Finally, you will complete a work-based learning, foreign language or ideas, creativity and entrepreneurship option.
In your second year you will explore the role of direct and relationship marketing as a strategic route to market using traditional and web-based channels. You will be introduced to the key concepts of advertising theory and practice. You’ll take a critical look at the interdependency of information and communication technology in organisations. Through practical engagement, you will examine the theories and techniques in the creative process surrounding the design and production of brand and corporate identity conception and implementation. You will develop awareness and skills in evaluating, planning and designing business research utilising project management tools and techniques. You will also have the opportunity to study a work-based learning; ideas, creativity and entrepreneurship; foreign language or business sustainability option.
If you choose the four year sandwich programme, you’ll spend a minimum of 36 weeks on a work placement during your third year of study. It is often longer than this with the agreement of you and your employer and can last up to one year. Our dedicated placement office will assist in arranging your placement, helping you with job applications and interview practice. During your placement you will be visited by a Placement Tutor to check on your progress and help you plan your assessment and your return to study in the final year.
In your final year you will explore the role of communications within a business marketing strategy and take a critical and analytical approach to the integration of advertising planning. You will gain the skills and knowledge to develop effective marketing strategies in a range of business contexts and to reflect on the nature of how the global business environment is impacting on the role of the marketer. You will develop a digital marketing communications programme, from strategic planning to campaign evaluation. You will undertake a significant piece of research or consultancy work. This will provide a depth of knowledge in a subject area relevant to the degree title and enhanced providing you with improved skills in research. You will also be able to choose an option. This gives you the opportunity to specialise in a certain area of Marketing e.g. International and Global Marketing, Public Relations and Public Affairs or broaden your knowledge by choosing a Business School wide option.
Assessment
The programme is assessed by a balance of assignments and examinations. From the second year onwards, these marks may go towards determining the final classification of your degree from Manchester Metropolitan University.
There will be a mixture of individual and group work throughout the two years of study. Types of assessment will include report writing, essay writing, presentations, business reports, games/case studies, poster presentations, portfolio work and reflective activities. The work placement year (only for students completing the four year sandwich programme) is not formally assessed, but must be completed satisfactorily.
Industry Comments
“The advertising industry is moving so quickly that it is important that we are able to recruit staff who have a good knowledge of digital marketing. Currently there is a shortage of people with these skills, especially where digital is being integrated into a multi-channel situation. We believe that the Business School is well positioned to offer a digital marketing and communications course which addresses these industry needs.”
Nick Backhouse, Managing Partner, McCann-Erickson Manchester Ltd
“I feel that the course will give students a thorough understanding of the importance of digital marketing and how it fits within the marketing mix. This course identifies a gap in the market place and will provide graduates with a solid grounding in new media and digital marketing techniques”
Clare Johnson, Managing Director, Adoofa Ltd
“Great idea to mix marketing communications and IT – particularly with the growth of marketing channels which require technological understanding”
Rachel McClure, Technical Operations, Hobsons Plc
Career Development Opportunities
This programme will prepare you for careers such as an account executive in a marketing communications agency or as a marketing executive within the marketing department of an organisation.
The first cohort of students to the BA (Hons) Digital Marketing Communications programme are due to graduate this summer. However, as an indication, graduates from the BA (Hons) Retail Marketing degree have gone on to forge very successful careers.
A few examples of the types of first jobs graduates have gone onto and the companies employing them are:
| Sainsbury’s | Marketing Graduate Trainee |
| Marks and Spencer | Business Analyst |
| O2 | Marketing Assistant |
| HSBC | Equity Analyst |
| Asda | Graduate Trainee |
| Toni and Guy | Opticians Co-Creator |
Enquiries
Make a Course Enquiry using our online form or Telephone: 0161 247 6969