Digital Marketing Degree Apprenticeship (DMDA)

How is this course delivered?

The content has been designed to be delivered in interactive workshops delivered on campus one day per week (day release format), with additional online and self facilitated study. This is also a chance to network with fellow learners from a wide range of organisations. Face-to-face study sessions give apprentices the opportunity to enrich their learning through discussion of current business issues.

Can the course be studied remotely?

No. This course is currently only offered on campus.

What are the working/study hours per week?

In line with Skills England guidelines, approximately 20%* of an apprentice’s contractual working hours will be dedicated to off-the-job training, equating to a minimum of 6 hours per week. Our delivery model is designed with flexibility at its core, allowing apprentices to balance study and work effectively through a structured day-release approach.

This ensures that learning fits around business demands while providing meaningful time for apprentices to gain new knowledge, build essential skills, and embed positive workplace behaviours. By attending scheduled sessions on campus, apprentices benefit from face-to-face support and timely feedback from academic staff with extensive real-world industry experience.

Employers can be confident their apprentices are progressing in a supportive, high quality learning environment that complements their professional development and aligns with national standards.

*Exact hours can vary slightly by course. Specific details are providing in the onboarding and enrolment process.

What modules/topics are covered in each year?

This programme develops proficient digital marketers capable of leading the creation and execution of effective digital marketing strategies. Apprentices will gain comprehensive knowledge and practical experience of marketing principles, digital channels, and analytical tools to deliver successful initiatives aligned with organisational goals. The course fosters critical thinking, creativity, and ethical practices for the evolving digital landscape.

• First Year: Core modules include Foundations of Marketing, Digital Marketing Essentials, Introduction to Marketing Communications and Foundations of Advertising Media. During the summer term, apprentices will also take two specialised modules designed to build real-world confidence, one focused on work‑based skills and one on project‑based learning.
• Second Year: Apprentices progress to more advanced topics, including E-Marketing, AI for Marketing, Influencer and Social Media Marketing, Brand Management, and Campaign Development & Execution. They will also complete an additional work-based project aligned with their level of study and designed to prepare them for their final-year endpoint assessment project.
• Third Year: Issues in Advertising, Business to Business Marketing, Content Creation for Marketing, Digital Entrepreneurship, and a Negotiated Project leading to the End Point Assessment (EPA).

What qualification is awarded at the end of this course?

Upon successful completion of the apprenticeship, learners will receive a BA (Hons) Digital Marketing degree from University of Northampton and an apprenticeship completion certificate.

How is the course assessed?

The course is assessed through a range of written assignments, individual projects and presentations at each level. Learners complete authentic, practice-based tasks such as marketing plans, presentations, written reports and scenario-based activities, all designed to develop critical thinking, professional scepticism and confident decision-making in real business contexts

Assessments are highly applied and varied, with over 75% adaptable to the apprentice’s own workplace, allowing learners to integrate study with live business activity. Each apprentice is supported throughout by an academic expert to ensure assessments remain relevant, rigorous and aligned with professional expectations.

What support is available?

All learners including apprentices studying at the UON campus in Northampton will receive academic skills development at each level of the course of study.  These will be shared across modules and will cover academic and digital skills from Library and Learning Services teams, and employability skills development from Student Futures.

Additional Course support:

• Initial induction/ returning course sessions for all levels.
• A dedicated Virtual learning environment, “NILE” for course and modules sites, used to create a sense of belonging and cohort identity. It will be used as a communication channel to promote and support UON events, networking and career development opportunities.
• Ensuring Nile sites are designed to optimise accessibility.
• Embedding study skills throughout the whole period of study through collaborating closely with the Learning Technologists and Learning Development teams.
• Apprentices with identified additional needs will receive an Academic Inclusion Report (AIR), so the necessary adjustments will be made, as advised by the University’s Additional Student Support and Inclusion Services Team (ASSIST).
• Each apprentice will be allocated a Personal Tutor (PAT) and invited to regular 1:1 meetings with their PAT.
• A tripartite review meeting between university tutor, workplace mentor and apprentice once every three calendar months.
• Careers support in conjunction with Student Futures and Career Development Consultants at all levels.
• Student Union representation and facilities.
• Participation in Quality Assurance (QA) processes such as the annual review process and the Student Voice Meetings.
• Open (or appointment) access to course and module tutors.