Advertising & Digital Marketing BA (Hons)

Course Content

• Course Details

  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.

  

  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.

  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

  • Stage 1
    • Reflections on Work (WBL) (20 Credits)
      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.
    • Foundations of Marketing (20 Credits)
      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..
    • Introduction to Marketing Communications (20 Credits)
      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.
    • Foundations of Advertising Media (20 Credits)
      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.
    • Digital Marketing Essentials (20 Credits)
      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.
    • Understanding Consumers (20 Credits)
      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.
    • Professional Skills for Marketing Practice (20 Credits)
      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.
  • Stage 2
    • Learning Through Work (WBL) (20 Credits)
      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.
    • Career Development and Employability (20 Credits)
      Module code: HRM2049

      Status: Designate
      This module is designed to enable students to develop a knowledge and understanding of the labour market and professional standards relevant to their chosen career pathway. Students will identify their development needs and the module will support them in the development of transferrable and subject specific skills relevant to their graduate career path. Students will evaluate and reflect upon their understanding of behaviours and practices appropriate to working within complex organisational structures and cultures and analyse current key issues within their professional field. The module will enable students to gain an understanding of current approaches to graduate recruitment and to develop a range of knowledge and skills required to engage successfully with these recruitment processes.
    • Information for Marketing Decisions (20 Credits)
      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.
    • E-Marketing (20 Credits)
      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.
    • Integrated Marketing Communications (20 Credits)
      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.
    • Public Relations Management and Practice (20 Credits)
      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.
    • Professional Practice for the Creative Industries (20 Credits)
      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.
    • Managing the Communications Process (20 Credits)
      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.
  • Stage 3
    • Consumer Behaviour (20 Credits)
      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.
    • Customer Relationship Management (20 Credits)
      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
    • Advertising Consultancy Project (40 Credits)
      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.
    • Issues in Advertising Practice (20 Credits)
      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.
    • Content Creation for Marketing (20 Credits)
      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.
    • Research Project (20 Credits)
      Module code: MKT4002

      Status: Compulsory
      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.

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• Entry Requirements

  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.

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• Fees and Funding

  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.

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• Professional Body

  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.

  

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• Postgraduate Opportunities

  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

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• Student Perks

  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.

   

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• Optional Work Placement Year

  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.

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• Integrated Foundation Year

  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.

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• FAQs

  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.

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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