Cardiff School of Management>Courses>Digital Marketing - BA (Hons) Degree

Digital Marketing Management - BA (Hons) Degree

The BA (Hons) Digital Marketing Management degree at Cardiff Met has been developed in conjunction with the Institute of Direct and Digital Marketing (IDM) syllabuses and the needs of the digital industry. Digital marketing channels have revolutionised the manner in which all businesses - whether domestic or global, large or small independent enterprises - operate and market their business activities. An ever increasing number of organisations are embracing digital marketing platforms in order to enhance and support their core marketing communications objectives. As such digital marketing management has evolved from a peripheral element of organisational marketing to a pivotal 'must do' activity. Employers from all sectors of business are seeking out graduates with digital marketing skills in an endeavour to facilitate this knowledge base within their organisations. You will learn a wide range of key digital marketing tools and techniques including Digital Analytics, Search Marketing: Content and SEO & PPC and Mobile and Social Marketing.

Becoming a 'Met Marketer' will enable you to gain the academic knowledge and practical skills needed to gain employment in the marketing industry and has a great reputation for its vocational orientation. Upon graduating you will have a wide base of digital, marketing and management knowledge in what marketers say will be the most important knowledge capabilities in five years: Digital Marketing, Branding, Marketing communications, Global and International Marketing, PR and Corporate Reputation. The BA (Hons) Digital Marketing Management degree will also enable you to use this knowledge to create a joined-up digital marketing plan.

The Lecturers have both academic knowledge and industry experiences to teach you the skills you need for the workplace after graduation. You will undertake a compulsory work placement module in the second year as this is considered an essential requirement for all marketing students. For those who wish, there is the additional opportunity to take a sandwich degree in which the third year could be spent undertaking an appropriate marketing industry placement. Cardiff School of Management has a dedicated work placement team to help you.

Course information on this page relates to 2021 entry

Course Content​

Foundation Year (Year 0):​

This programme incorporates a foundation year, which is intended for students wishing to enrol onto the three-year honours degree, who fall into one of the following categories:

​​1. Students who have not achieved the required A-level points (or equivalent) score to enter the first year of the degree programme.
2. Mature students who have been out of the formal education system for some time.

Further information about the foundation year can be found by clicking here.

Degree:

The course integrates ‘real world’ experience into our teaching practices to enable a clear understanding of the marketing management process. Assignments are based on local, national and global organisations, and there are also guest lecturers from practitioners from companies such as Principality Building Society, Admiral Insurance, Confused.com, Lloyds Bank and Johnson and Johnson.

You will also be given the option of taking a language as an extracurricular activity and to study abroad for a semester to broaden your experience and skills; all an advantage in achieving success in Digital Marketing Management.

Year One:

Students follow 120 credits of core modules:

  • Introduction to Digital Marketing (20)

  • Digital Media for Marketers (20)

  • Search Marketing (20)

  • Introduction to Marketing Data Analysis (20)

  • Finance for Managers (20)

  • Law in the World of Business (20)


Year Two:

Students follow 100 credits of core modules and they will have to choose 20 credits of option modules.

In year two you will be supported to find a relevant and useful work placement. The work placement provides the experience of putting theory into practice and observing how the theory is used in an organisation, first-hand. This has been very well received by employers and will give you an advantage when applying for jobs after graduation.

Core modules:

  • Creative Digital Marketing Communication (20)

  • Digital Analytics - Web, Mobile & Marketing (20)

  • Digital Consumer Behaviour (20)

  • Marketing Research Methods (20)

  • Digital Marketing in Practice (20)


Option modules:

  • Search Marketing: Content, SEO + PPC (20)

  • Managing Marketing Performance and Law (20)

  • Mobile and Social Media Marketing (20)

  • Sports, Events and Sponsorship Marketing (20)


Year Three:

This is your opportunity to undertake the option and spend year three in a relevant work placement to gain a year of industrial experience.


Year Three/ Year Four

Year three for students not taking the year of experience option, or Year Four for those students taking the practical experience option.

Students follow 60 credits of core modules and they will have to choose 60 credits of option modules. Year three/four will also provide you with an option of researching, writing and presenting a Marketing plan. Our students have found this very useful, using their skills and knowledge to address the requirements of organisations. You will work with organisations to address specific marketing issues and gain a high level of experience, as well as forming good working relationships with the organisations. This will be of great benefit to your career.

Core modules:

  • International and Global Marketing in a Digital World (20)

  • Digital Content, Copyright and Creativity (20)

  • Account Management for Marketers (20)


Option modules:

  • Digital Dissertation (40)

  • Marketing Plan in a Digital Context (40)

  • Launching a Digital Enterprise (40)

  • Contemporary Issues in Marketing (20)

  • Strategic Advertising Management (20)

  • Strategic PR Management (20)

  • Strategic Sales Management (20)

  • Strategic Brand Management (20)

  • Global Sporting Events (20)

  • Innovation and Entrepreneurship (20)

Optional modules run subject to sufficient demand and availability.

Learning & Teaching

The student-centred approach to learning and teaching will be encouraged through the use of specific teaching strategies; case studies; projects; tutorials; practical exercises, supplemented by the use of appropriate support materials; lectures from business experts; videos; computer software; etc. Active engagement with the subject material enhances learning and many of the learning strategies used attempt to promote this.

Lectures
Lectures are a major part of the teaching strategy for the programme.  Lectures are an effective way of delivering core material and establishing a framework for a module against which other material can be set.

Modular Subject Tutorials
Tutorials are meetings of a student or group of students with a lecturer or lecturers and are used in two ways within the programme:

  • Expanding upon material covered in lectures through an enquiry-driven problem solving approach

  • Remedial work to overcome any deficiencies in a student’s background knowledge.


Seminars
Seminars involve a student or students presenting previously prepared work to peers and a lecturer. This strategy is used to extend specific theoretical or practical concepts as well as introducing problem solving exercises. Seminars are used in most modules and provide students with valuable experience in presentational skills as well as providing staff with a method or assessing student-centred learning.

Practical Workshops
Practical workshops are used extensively in a number of modules throughout the programme. In these classes students are able to practise and refine their skills in a supportive environment where they can get feedback from a member of academic staff. Practical workshops represent a valuable transition between theory and practice.

Case Studies
Case studies are a teaching and learning strategy, which are employed in a range of modules; they also are a useful assessment tool. Students are presented with or asked to develop real or simulated complex problems which they are required to analyse in detail and then synthesise/present their own solution in writing or orally.

Business Experts
A key component of the learning experience is the intention to invite business experts, academic and in practice, to provide insights into their research work or business activity. A network of such experts will help provide specialist knowledge as well as bolster and promote the credentials of the programme. Such experts might be invited as guest speakers or requested to provide a more interactive workshop experience where appropriate.

All students will benefit from the team of dedicated personal tutors who provide a point of personal and regular contact. The Personal Tutors work closely with the Programme Directors and Year Tutors to ensure that the needs of students are effectively met and that their time at Cardiff Metropolitan University is both a pleasant and successful experience.

In addition to the Personal Tutors, the individual course specific academic support and guidance is provided by the Programme Director and the respective Year Tutor. This is particularly important in relation to both the choice of options which are available at year two and three and the selection of pathways.

Assessment

You are continually assessed throughout the course on the basis of coursework, presentations and examinations. Assessments take the form of examinations (seen/unseen, open book, essays/short answers), essays, practical assessment, presentations, individual and group reports, and a dissertation, many of which are focused on real-life cases studies.

Employability & Careers

During this course you will develop the key skills and understanding required for business with specialism in marketing management central to all business functions. On successful completion of the course you will have the skills to gain a position in:

  • Digital Marketing

  • Mobile Marketing

  • SEO Account Management

  • Web Analytics

  • Search and Social Media

  • Web Content Management

  • Digital Creative Development

  • Marketing Communications


The BA (Hons) Digital Marketing Management degree at Cardiff Met has been developed in conjunction with the Institute of Direct and Digital Marketing (IDM) syllabuses and the needs of the digital industry. You will also be able to join the our newly created CIM student chapter which encourages all students to engage in our marketing learning community through organising organise key speakers and managing marketing-focused events. Incorporate dynamic speakers and helpful networking events will enhance your learning experience. Finally, you will be able to engaging in entrepunuerial activities such as entering the CIM Pitch/Brolio.​

The option of including a year of experience in industry in year three has been included to allow you to complete the degree with a level of practical experience. This option of practical experience can be incorporated in the three-year degree course undertaking practical work in industry during term time or in holiday breaks during the course.

The aim of the course is that study and practical experience give the best prospect of employability at the end of the degree course. As such, you have the opportunity to graduate with a wide base of marketing knowledge and the potential to be a specialist in strategic use of marketing, digital marketing, integrated marketing communications, branding and global marketing. Furthermore, you will have had ‘real-world’ experience and the chance to engage in our CIM and IDM learning community. Cardiff Met Marketing students should stand out for their ability to apply theoretical knowledge in a practical environment.

Entry Requirements​ & How to Apply

Foundation route:
Applicants must have a minimum of five GCSE passes including English Language and Mathematics* at grade C or above (grade 4 or above for applicants holding newly reformed GCSEs in England) and 32 UCAS Tariff Points from at least 1 A level (or equivalent).

Degree:
Five GCSE passes including English Language and Mathematics* at grade C or above (grade 4 or above for applicants holding newly reformed GCSEs in England), plus 112 points from at least 3 A levels (or equivalent). Typical offers may include:

  • 112 points from at least 3 A levels to include grades CC; Welsh Baccalaureate – Advanced Skills Challenge Certificate considered as the third subject

  • QCF BTEC Extended Diploma Distinction Merit Merit

  • 112 points from the Irish Leaving Certificate at Highers to include 3x H2 grades. Higher level subjects only considered with a minimum grade H4

  • 112 points from Scottish Advanced Highers to include grades DD. Scottish Highers are also considered, either on their own or in combination with Advanced Highers

  • 112 points from the Access to Higher Education Diploma

*For Welsh applicants sitting the reformed Mathematics GCSE, we will accept either GCSE Mathematics or Mathematics – Numeracy

If you are studying combinations of the above, or if your qualification isn't listed, please either contact Admissions or refer to the UCAS Course Search for entry requirements. Further information on our entry requirements, including qualifications from the EU can be found by clicking here.

Candidates who do not possess normal minimum entry qualification are interviewed and considered individually by members of the course team on the basis of their prior learning or working background.

International Students:
Students whose first language is other than English will need to provide evidence of fluency to at least an IELTS 6.0 standard or equivalent. Before making an application, international students (those outside of the EU), should contact the International Office at Cardiff Met to discuss the necessary procedures in relation to studying with us. For further information visit www.cardiffmet.ac.uk/international.

Selection Procedure:
Selection is usually on the basis of a completed UCAS application and where relevant an interview.

How to Apply:
Applications for this course should be made online to UCAS at www.ucas.com. For further information please visit our How to Apply pages at www.cardiffmet.ac.uk/howtoapply

Contact Us

For general enquiries please contact the Admissions Team on 029 2041 6044 or email askadmissions@cardiffmet.ac.uk.

For course specific enquiries, please contact the acting programme leader, Tahir Mushtaq:
Email: TMushtaq@cardiffmet.ac.uk

Key Course Information

UCAS Code: N501 
Foundation students should also use this UCAS code and apply for entry point 0 on the UCAS website.

Place of Study: 
Llandaff Campus

School:
Cardiff School of Management

Course Length: Three years full-time. Four years full-time if undertaking foundation year. Five years full-time if undertaking foundation year and year long work placement.



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