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 our advertising degree. As well as regular guest speakers and industry visits, we work on real projects with real marketing budgets. We operate 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 increase rates of paper cup recycling, With a budget of £70k from #TheCupFund they worked on a communications campaign with the hospital, theatre, shopping centre and railway station and our own sustainability team on campus, The initiative won an Investors in the Environment award and is a finalist in the Green Gowns Awards (Student Engagement category). To find out more check out the story of the Up for the Cup project.

   

  Our final year Advertising & Digital Marketing Degree Students worked alongside the University of Northampton Marketing department for a week. This allowed them to gain valuable hands-on experience. 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 your studies and build connections with 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 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, our Digital Marketing and Advertising Degree examines the fundamental areas of thought leadership in advertising and marketing communication. A good grounding in branding, public relations and a degree in digital marketing will underpin your future career.

  You will study all the elements of marketing communications. This includes interactive and e-marketing, sales promotion, marketing research and sponsorship. You will learn about the theory and practice of the tools. You’ll 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. This will 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 during this advertising degree.

  List of Modules

  Please note the modules shown here relate to the academic year 21/22. The modules relating to the academic year 22/23 will be available from June 2022.

  • 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.
    • 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.
    • Brand Management (20 Credits)
      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.
    • 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.
    • Digital Entrepreneur (20 Credits)
      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.
    • Research Project (20 Credits)
      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.

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• Entry Requirements

  Standard entry requirements apply to this Advertising and Digital Marketing Degree. 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

  22/23 Tuition Fees
  

  Fees quoted relate to study in the Academic Year 22/23 only and may be subject to inflationary increases in future years.

  • UK Full Time: £9,250
  • UK Part Time: £1,500 per 20 credit module
  • UK Integrated Foundation Year: £9,250 for the foundation year; thereafter standard fees apply
  • International Full Time: £14,000
  • International Integrated Foundation Year: £14,000 for the foundation year; thereafter standard fees apply
  • Optional Work Placement Year: £1,100

  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.

  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.

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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.

  Our Digital Marketing & Advertising degree has gained accreditation from the Digital Marketing Institute. This means that as well as your degree in digital marketing, 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. This gives you access to over 1200 pieces of unique content including videos, tools, webinars and templates. These are created and curated by some of the world’s leading subject matter experts. If you plan to study for a Digital Marketing degree 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 world’s leading employers and will help you get the job you want.

  

   

  Adobe Creative Cloud

  If you plan to take your career in a Content Creation route, our research shows that Adobe tools such as Photoshop and Illustrator can be both helpful and a requirement for some roles. We make this software available for students on this course, and you will have plenty of opportunities to use them if you wish.

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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.

  Related postgraduate courses to our Advertising and Digital Marketing Degree include:

  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 our Advertising and Digital Marketing 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. That means 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. This puts 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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• Integrated Foundation Year

  The Integrated Foundation Year (IFY) offers a new and exciting route into studying for a degree in digital marketing, 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 the Advertising and Digital Marketing degree, we can offer you a fantastic opportunity to study a four year Marketing programme that includes an 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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• 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. It will help 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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• FAQs

  How will I learn?

  Throughout our Digital Marketing and Advertising degree, you can expect taught study to be a combination of lectures, seminars and workshops. This is 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. This includes 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. You can 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 our advertising degree, you will also have the opportunity to join our study trip to New York. This features networking and going behind-the-scenes with advertising and marketing professionals, at businesses large and small. This could include 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