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Advertising & Digital Marketing BA (Hons)

Key Facts

  • UCAS Code:

    3 years: N564
    Foundation: N561

  • Level:


  • Duration:

    Full Time: 3 Years
    Full Time with Foundation: 4 Years
    Part Time: 4 Years

  • Starting:


  • Fees UK:

    Full Time: £9,250
    Part Time: £1,465
    Integrated Foundation Year: £6,780

  • Fees International:

    Full Time: £13,000
    Integrated Foundation Year: £13,000

  • Location:


Get in touch

For questions regarding study and admissions please contact us:

UK/EU Students enquiries
0300 303 2772

International Students enquiries
+44 (0)1604 894503


This is an exciting time to enter the marketing communication industry; as advertisers get to choose between online and offline media for their messages. You will have the opportunity to work across a wide range of digital platforms as well as traditional media as you develop and execute real campaigns as part of your course. The course culminates in a pitch to clients of a top global agency, providing practical preparation for work in advertising and digital marketing roles.

Professional Body: The Chartered Institute of Public Relations, The Market Research Society, and Digital Marketing Institute.

Updated 11/10/2021


  • 100% overall student satisfaction, NSS 2020.
  • Numerous opportunities for work experience.
  • Active student community with opportunities for collaboration across each year of the programme.
  • Input from industry professionals.
  • HP laptop and software included with this course for eligible students. Eligibility criteria and terms and conditions apply.

If you’d like to see more of our Waterside campus, come and join us for a socially distanced CAMPUS TOUR.

Book a Campus Tour

Course Content

  • The advertising industry has been transformed by the digital and social media revolution. From start-ups to big businesses, from social enterprises to charities and the public sector, this discipline offers careers in a wide range of industry sectors.

    Experiences are at the heart of this degree. As well as regular guest speakers and industry visits, we work on real projects with real marketing budgets, operating as a marketing department from the first year. Typically you will be set a brief and then develop and pitch your concept. You will work within brand guidelines, often appointing suppliers, like photographers or design agencies, to deliver your project.

    Creative Practical Experiences

    Our students took part in a challenge to design and produce a full body promotional wrap on a black taxi cab to advertise the degree course and the University of Northampton by using case studies of current students. To find out more, check out the story of the BA Advertising & Digital Marketing Taxi Wrap project.

    Taxi Wrap launch

    Our final year Advertising & Digital Marketing Students worked alongside the University of Northampton Marketing department for a week. Find out how they got on when they took over the University’s social media platforms in a ‘Student Takeover’, gaining valuable hands-on experience.

    Digital Northampton

    As a student, you have an opportunity to become involved in activities and events organised by Digital Northampton. which can help enhance their studies and build connections to employers. Digital Northampton is a collaboration between local digital businesses, the University of Northampton and local councils designed to support the digital innovation in the region.

    The Digital Northampton Podcast is created at the University and is produced and hosted by Ken Punter, Lecturer in Digital Marketing. It covers a range of subjects, primarily focusing on digital marketing and communications. Students can learn more about the podcasting and creating digital content when choosing from our wide range of optional modules on offer.

    Listen to The Digital Northampton Podcast now! You can also find the podcast on Spotify by searching for ‘The Digital Northampton Podcast’.

    What you will learn

    In addition to providing great learning experiences, this course examines the fundamental areas of thought leadership in advertising and marketing communication. A good grounding in branding, public relations and digital marketing will underpin your future career. You will study all the elements of marketing communications including interactive and e-marketing, sales promotion, marketing research and sponsorship. You will learn about the theory and practice of the tools and obtain the skills required to work in the industry, on both the client and the agency side. Creativity is of critical importance to communications, and you are taught an appreciation of creativity to enable you to recognise good work, and also techniques to develop your own creative skill set.

    Advertising, particularly when executed via digital media channels is more measurable than ever before. The availability of what the industry calls ‘Big data’ to analyse what we consume, see, buy, think, like and believe means that research metrics will inform every marketing campaign. You will also develop the skills to work with customer insight information.

    List of modules
      • Module code: HRM1017
        Status: Designate
        The purpose of this module is for students to identify and examine the internal systems processes and activities involved in their organisation?s daily operation considering how each contributes to organisational effectiveness and goal-meeting. Students will analyse their own job role reflecting upon the skills and knowledge needed to perform effectively.
      • Module code: MKT1001
        Status: Compulsory
        The purpose of this module is to introduce the concept of marketing to students. To explain what marketing is and to show the way in which marketing impacts on organisations customers and other stakeholders. The idea of ?creating value? is central to a marketing orientation and this module seeks to explain what this means in a rapidly changing external environment..
      • Module code: MKT1002
        Status: Compulsory
        The purpose of this module is to provide students with an opportunity to explore current and emerging practices in marketing communications across a range of industries and sectors.
      • Module code: MKT1018
        Status: Compulsory
        The purpose of this module is to provide an opportunity for students to learn about a variety of advertising media such as Television Radio and Out of Homeand develop an understanding of the key concepts around media selection audiences and buying.Students will go on to experience the challenge of creating a campaign with particular focus on the creative thinking and project management essential for an advertising environment.
      • Module code: MKT1029
        Status: Compulsory
        This module provides students with the skills and knowledge necessary to both plan and analyze digital marketing campaigns to achieve specific strategic commercial objectives within a broad range of contemporary organisations.
      • Module code: MKT1030
        Status: Compulsory
        The purpose of this module is to provide an overview of the importance of consumer behaviour and the relationship between understanding consumers and its impact on business. This module will focus on understanding the basis for consumer behaviour and the importance to marketers in understanding the factors that affect it including psychological personal social and technological factors.
      • Module code: MKT1043
        Status: Designate
        This module will equip students with the practical skills needed to undertake effective research and analysis. Students will learn to differentiate a range of marketing research strategies and use a selection of marketing research techniques to initiate and undertake critical analysis applying findings to solve a set marketing problem and to approach the analysis of the business environment when conducting marketing audits applied to specific brands companies and industry sectors. This is a skills-module and as such its focus is on the learning of the practical real-life skills required by professional marketers when conducting research in business.
      • Module code: HRM2042
        Status: Designate
        The purpose of this module is to provide the learner with the opportunity to examine and analyse the specific characteristics or behaviours employability and job-related skills and knowledge required to be a successful and effective employee in their particular business sector/type of organisation.
      • Module code: MKT2003
        Status: Compulsory
        The purpose of this module is to enable students to develop a detailed understanding of the way in which research informs a range of key marketing decisions. Students will explore the concepts and practice of marketing research developing both a methodological understanding and the practical skills required to locate gather interpret and apply relevant data to marketing problems.
      • Module code: MKT2006
        Status: Designate
        The purpose of this module is to explore the concepts and practice of branding and strategic brand management by providing a framework for comprehensive analysis and reflection.
      • Module code: MKT2009
        Status: Compulsory
        This module will review the customer journey in a fragmented media and device environment and will exmaine the new role of the customer in a world where customers can communicate with brands and other customers. We will explore ecommerce and review essential evaluation methods and tools. This module will also provide students with the opportunity to experiment with digital marketing tools to improve their employabiltyDrawing on scholarly research as well as current business practice we will examine analyse and evaluate the most important marketing issues facing companies today who wish to succeed in this dynamic new digital environment.
      • Module code: MKT2011
        Status: Compulsory
        The purpose of this module is to develop an understanding of Integrated Marketing Communications theory and the scope of the integrated communication process in practice as both a philosophy and as a process model. More specifically the module outlines an outside-in approach that is important to understand and appreciate the context of communication to consumers and stakeholders. It examines methods for creating an insightful overview of the target audience both internally and externally and investigates key influences for building effective engagement through integrated marketing communications.
      • Module code: MKT2012
        Status: Designate
        The purpose of this module is to explore a range of PR management tools and techniques across the exciting and diverse PR industry. Students will learn about the function of PR as part of integrated marketing communications as well as examining the role of PR within crisis management event management the not-for-profit sector public affairs and internal and external communications.
      • Module code: MKT2020
        Status: Compulsory
        This module will focus on developing students' commercial awareness within the context of the creative industries through the use of academic and practioner sources. Students will be provided with the opportunity to evaluate the interface between academic sources and application in practice through research and networking activities.
      • Module code: MKT2050
        Status: Compulsory
        The purpose of this module is to focus on the process of campaign planning and execution for an Advertising / Marketing Communications application. This will involve undertaking `problem-based? projects and selecting messages tools and media appropriate for an effective campaign. Students will experience managing the communications project from concept to content production.
      • Module code: MKT3007
        Status: Designate
        This module will cover communication techniques and their effects on consumers. Students will view consumer behaviour in a number of contexts through individual decision making to group behaviours to international behaviours and the role of culture analysing emerging trends.
      • Module code: MKT3016
        Status: Designate
        The purpose of this module is to enable students to understand and evaluate customer relationship management (CRM) as a core business strategy and the wide-reaching implications benefits and limitations it may pose for any organisation in delivering superior customer value and building lasting and advantageous relationships with customers. The module considers key CRM concepts and models and faciliates the application of this learning in practice
      • Module code: MKT3036
        Status: Compulsory
        Students will learn how to formulate implement and manage client based integrated advertising and brand communication projects. Students will create an integrated marketing communications plan that responds appropriately to an external agency client brief and is of an industry standard.
      • Module code: MKT3037
        Status: Compulsory
        This module explores current trends and challenges in advertising with a view to developing a point of view on key issues and a working understanding of the regulations and codes of conduct governing the industry.Topics such as stereotyping sustainability consumer power and ethics will be tackled from both a consumer and an industry perspective.
      • Module code: MKT3046
        Status: Designate
        The purpose of this module is to focus on the development and building of professionally relevant content on a variety of platforms which will enable the student to develop skills in real time relevant marketing communications and content creation.The creation of content will be linked to relevant academic theory in communication and visual language which will underpin the student?s choices.
      • Module code: MKT3049
        Status: Designate
        To remain competitive in today's digital world businesses need to move fast. Digital entrepreneurship module will focus on issues related to creating and doing business in the Digital Era. Main emphasis of the module is on practical aspects of digital entrepreneurship including digital entrepreneurship skills tools practices and processes.
      • Module code: MKT4002
        Status: Designate
        The purpose of this module is to provide students with an opportunity to carry out an investigation of a current industry or market sector topic or issue that is relevant to their degree or professional development. This will typically result in the identification of a problem trend or research issue that is subsequently examined during the project. Students apply relevant academic or marketing concepts to structure their investigation and to communicate their analysis.
  • Standard entry requirements apply to this course. A typical offer is around BCC at A Level or DMM at BTEC.

    For information on how to apply to study with us, please see our How to Apply page.

    Integrated Foundation Year Entry Requirements

    The standard entry requirements for the Integrated Foundation Year are DEE at A level or MPP at BTEC.

    For more information on how to make an application please visit our How to Apply pages for Home and EU, and International students.

    English Language Requirements

    All International and EU students applying for a course with us must meet the following minimum English language requirements:

    • IELTS 6.0 (or equivalent) with a minimum of 5.5 in all bands for study at undergraduate level

    For information regarding English language requirements at the University, please see our IELTS page.

  • 21/22 Tuition Fees

    Fees quoted relate to study in the Academic Year 21/22 only and may be subject to inflationary increases in future years.

    • UK Full Time: £9,250
    • UK Part Time: £1,465 per 20 credit module
    • UK Integrated Foundation Year: £6,780 for the foundation year; thereafter standard fees apply
    • International Full Time: £13,000
    • International Integrated Foundation Year: £13,000 for the foundation year; thereafter standard fees apply
    • Optional Work Placement Year: £1,000

    For information on the scholarships available to you, please see our scholarships page.

    Additional costs

    The New York study trip is optional and the cost in previous years has not exceeded £1000 for flights and accommodation. Students normally allow an additional £200 for their expenses.

    20/21 Tuition Fees

    Fees quoted relate to study in the Academic Year 20/21 only and may be subject to inflationary increases in future years.

    • Home/EU Full Time: £9,250
    • Home/EU Part Time: £1,450 per 20 credit module
    • Home/EU Integrated Foundation Year: £6,750 for the foundation year; thereafter standard fees apply
    • International Full Time: £12,900
    • International Integrated Foundation Year: £12,900 for the foundation year; thereafter standard fees apply
    • Optional Work Placement Year: £1,000
    Additional costs

    The New York study trip is optional and the cost in previous years has not exceeded £1000 for flights and accommodation. Students normally allow an additional £200 for their expenses.

  • Elements of this course are recognised by The Chartered Institute of Public Relations, The Market Research Society, and Digital Marketing Institute.

    BA Advertising & Digital Marketing degree has gained accreditation from the Digital Marketing Institute. This means that as well as your degree you will now be awarded an Associate level Certification from the DMI based on UON assessments (no extra tests).

    You will also become a DMI Power Member for the last two years giving you access to over 1200 pieces of unique content including videos, tools, webinars and templates created and curated by some of the worlds leading subject matter experts. If you plan to study Digital Marketing with us, you have the added benefit of knowing that your course has been approved by an internationally recognised global certification provider. DMI certification is recognised by the worlds leading employers and will help you get the job you want.

  • Our postgraduate courses are a great way to enhance the skills you have already learnt. Benefit from our 20% alumni discount on postgraduate fees to give you a CV that will catch the eye of employers.

    International Marketing Strategy MSc

  • At the University of Northampton, everything we do, from funded trips to paid internships, is to give you everything you need to make a difference when you leave.

    If you join this full time degree at Northampton you will receive a laptop when your course begins. The laptops are built to a bespoke custom specification ideal for use in the seminar room, collaborative group work or studying at home.

    Whatever your ambitions, we’re here to help you to achieve them. We’ll support you to identify the skills you’re learning during your course, find your strengths and secure practical experience so that when it comes to applying for jobs or further study you’ll feel confident in standing out from the crowd. We’ve created the Northampton Employment Promise because we are so confident that if you focus on your studies and complete one of our awards you’ll be highly employable by the time you graduate. Putting you in a great position to secure employment or continue your studies.

    To check out the full list of perks visit our Student Perks page.


  • The Integrated Foundation Year (IFY) offers a new and exciting route into studying for a degree, attracting ambitious and driven students who are willing to learn and advance.

    If you have non-standard qualifications or do not quite meet the admissions requirements for Advertising and Digital Marketing we can offer you a fantastic opportunity to study a four year Advertising and Digital Marketing programme which includes a Integrated Foundation Year. The Integrated Foundation Year will help you develop the theoretical/practical and academic skills you need, in order to successfully progress to the full award.

    Featuring a reduced tuition fee in the first year, our four-year courses will enable you to successfully follow the degree pathway of your choice while gaining essential study skills. The foundation year of your chosen degree will be studied on a full-time basis and is aimed at supporting the transition to higher education. Years two, three and four are then studied as a standard degree programme.

    Please see our Integrated Foundation Year page for more details.

  • You are encouraged to undertake a year-long placement in between Stages Two and Three of study. If you meet the entry criteria, and choose to take up a placement year you will find it an invaluable experience that helps you to apply your learning in your final year and prepares you for your career. We offer a lot of support in helping you to find a placement, which can be in the UK or overseas.

  • How will I learn?

    If you are studying this course you can expect taught study to be a combination of lectures, seminars and workshops, usually for 12 hours per week. We recommend that you spend 24 hours per week in self-directed study time.

    How will I be assessed?

    A variety of individual and group-based assessments are used including reports, presentations, posters, e-portfolios, projects, client briefs, multiple-choice tests and examinations.

    Are there any special features for this course?
    • Many of our students choose to undertake work placements of around 4-5 months’ duration in the summer break or work on internships a couple of days each week
    • There are numerous opportunities for work experience
    • We are building a student community and encouraging cross-year collaboration using social media – see our students talking about their work on Twitter #AdStudents
    • Check out our Advertising & Digital Marketing Pinterest board
    • Input from industry professionals including guest speakers, live client projects, making pitches to real clients and agency staff.
    Will I go on any study trips?*

    As a student on this course, you will also have the opportunity to join our study trip to New York. Networking and going behind-the-scenes with advertising and marketing professionals, at businesses large and small e.g. an investment bank on Wall Street and a film production company in Manhattan. The New York study trip is optional and the cost in previous years has not exceeded £1000 for flights and accommodation. Students normally allow an additional £200 for their expenses. An additional cost to consider for this programme would be project printing costs. In previous years this has not exceeded £100 per year. Check out our New York trip Pinterest board.

    *Future study trips are dependent on Government and local travel guides relating to Covid-19.

Upcoming Open Days

Open Days give you the best experience and insight to courses, people and facilities that interest you. Make your choice easier and come meet us.

Careers and Employability

The advertising and digital marketing industries provide a wide range of exciting employment opportunities for graduates, including:

  • Digital media executive
  • Social/online communities manager
  • Account manager in a marketing communications agency
  • Media planner or buyer
  • Advertising planner
  • Public relations consultant
  • Brand or communications manager within a client organisation

Student story

"Studying at the University of Northampton was a great opportunity but you have to be prepared to put the work in to gain the most out of your experience!"

Harriet Selina Brown