Digital Marketing Communications

BSc single honours or in combination with another subject Digital Marketing Communications 2019/20

Year of entry

The digital economy is increasingly important and, as organisations look to maximise their effectiveness, the range of opportunities in this dynamic field grows.

Working alongside other students in the Christ Church Business School you will gain a core understanding of the principles of business, marketing, financial accounting and management, before being introduced to key aspects of digital marketing communication and the role of the internet as a key tool.

A range of digital modules has been devised to give you the flexibility to develop and create your career pathway. As you build your expertise, you will apply it to a live client project, testing your technical abilities, and gaining valuable practical experience. 

You will explore areas including:

  • e-business
  • introduction to digital marketing
  • marketing and communications planning

Within a difficult economic environment it is not surprising that more organisations from the public, private and non-profit sector are looking to maximize the effectiveness and efficiency of doing business and improving communication with customers.

Customers are increasingly turning to technology to browse, compare, evaluate and buy both products and services and companies need to respond by offering information through channels they use. This means embedding the website at the centre of the digital marketing communications strategy and then building online advertising, PR, direct communication and social media to drive customers back to the core.

This combined honours degree is a response to the needs of the digital economy and the rise of social media-savvy consumers and will provide you with a specialist and technical understanding of this dynamic aspect of marketing. As this is a growing business activity there are many opportunities for employment both within a company and for an agency.

Digital Marketing Communication can be studied with either Business Studies or Marketing to ensure digital marketing is viewed in context of wider business activities.

The field of Digital Marketing is growing and there are many opportunities for qualified graduates with the right interpersonal and technical skills to be successful.

This course would suit someone who is keen to understand core theoretical principles and then apply them to current and commercial settings. Throughout your degree you will be set practical digital marketing problems from real clients and then work both individually and in teams to present solutions to commercial situations.

To help you gain an opening in your chosen digital, short internships or year-long work placements are strongly encouraged and are well supported in the framework of your degree. It is designed to be flexible enough to be taken part-time throughout your study or in shorter, concentrated periods outside teaching terms to gain experience and build a credible profile for the future.

Programme Director Kris Pole is a Member of the Chartered Institute of Public Relations and works with leading media database provider, Gorkana/Cision to develop industry insights on the topic of PR, social media and journalism.

In your first year you will share common elements with other students on our Business School suite of courses to gain a core understanding of the principles of business, marketing, financial accounting and management. This provides an essential foundation, while allowing flexibility to choose a variety of pathways in the second and third years of study.

In year two you will study two core digital modules with one option modules, selected from a range. These core modules will introduce key aspects of digital marketing communication and in particular examine the role of the website as a key tool in delivering content and for the whole organisation.

In your final year, you will study two core modules to build your digital expertise and then apply it to a live client project. This will give you the opportunity to test your technical abilities, develop your problem solving techniques and demonstrate communication and team working skills. This helps you build a portfolio of work to show employers when you graduate. You will also have one optional module to help you develop and create a career pathway.

You can study French, German, Italian, Mandarin Chinese and Spanish as part of, or alongside, your course.

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Work experience

We are proud that our students have been finalists a number of times in the national IBM Business Challenge.

The programme provides students with the opportunity to take a work-based learning module in year two and the opportunity for a placement year between years two and three.

Students have undertaken a variety of interesting placements and are often given responsibility very early on in their placement years.

For either an internship or a year-long placement, you are supported by a dedicated Placements Officer based in the Business School. In addition there are a number of employability related activities to prepare you for these work experiences. You will receive a range of support to help you search, select, apply and prepare for your chosen positions.  

Year 1

Core modules

Accounting and Finance for Business (PR) (Semester 1)

Accounting and Finance for Business introduces you to key accounting and finance topics.  You will be introduced to financial statements, and use a number of case studies to understand the role of finance in the business environment.

Branding and Advertising Essentials (Semester 2)

The aim of this module is to provide you with grounding in branding and the role that advertising and marketing communications plays in supporting the brand. It also lays a foundation for your future advertising and marketing study.

Marketing Principles and Practice (Semester 1)

The aim of the module is to provide you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business. This will develop into a wider understanding of the differences between the operational role of marketing and how it is applied as an organisational focus.

Optional modules

Business Analysis (Semester 2)

The module is designed to help you develop a range of statistical and computing skills that will be valuable to you during the course of your academic programs and in your future career in business. Although there are no pre-requisites for this module it is assumed that you have basic mathematical skills.

Contemporary Business Issues (Semester 1)

This module prepares you for the academic study of business by developing knowledge of contemporary and emerging business issues to support your personal, academic and professional development to prepare you for work in the modern business environment.

Economics (Semester 2)

The aim of the module is to introduce you to the fundamental economic issues stemming from the scarcity of resources. The relationship between business and the economic problem is analysed by means of micro and macro-economic models to equip students with an understanding of decision-making at the levels of the market, the firm and the nation.

Year 2

Core modules

Digital Marketing (PR) (Semester 2)

The aim of the module is to develop your practice, knowledge and professional skills across a range of digital marketing tools and appreciate the implications of digital marketing planning in both business to consumer and business to business markets.

This will help you understand the nature and role of digital marketing on the whole marketing function and explore the implications and effects of digital marketing for the design and development of the modern marketing. As part of this you will also need to appreciate the ways in which digital media and marketing activity can be monitored and evaluated to improve future performance.   

E-business (Semester 1)

The aim of this module is to explore the business paradigm shift that arises from application of emerging information and communication technologies. The module is aimed at anyone wishing to gain an understanding of business activities and interaction between business and the business environment (customers, suppliers…) and how technologies can be deployed to enhance these activities.

Work Based Learning (Semester 2)

The aim of the module is to develop your skills in seeking and obtaining a work placement or internship of a minimum of three weeks’ duration. It will also develop your skills in learning from work experience and applying academic learning to the work place.

Optional modules

Accounting for Business (CMI) (PR) (Semester 1)

Accounting for Business introduces and develops an understanding of the fundamental concepts and techniques of management accounting and applies these techniques in an appropriate way.  It also develops your ability to critically evaluate the strengths and limitations of these techniques.

It demonstrates how management accounting information may be used for the purposes of planning, decision making, performance measurement and control within organisations, in order to further the organisation's strategic objectives.

Consumer Behaviour (Semester 2)

The aim of the module is to develop a critical awareness and understanding of consumer and organisational buyer behaviour and how they can be influenced by marketing activity. The module will cover three aspects of consumer behaviour. First, it will cover the psychology of the individual consumer and the roles that memory, learning, motivation and perception play in consumer decision making. Second, it will examine the social, cultural and environmental influences on the consumer. Third, it will cover the main characteristics of organisational buyer behaviour and how they differ from household buyer behaviour.

Copywriting (CIM) (Semester 1)

You will appreciate the wider use of corporate communications and its role in building a brand image and corporate reputation and develop your written skills applicable to a range of marketing communication methods and channels. You will analyse and identify effective writing, develop good communication skills to craft and convey original and persuasive marketing messages to the target audience, appreciate how different media and platforms require a different written skills to improve communication effectiveness and explore the use style and tone of voice to communicate brand image.

Integrated Marketing Communications (CMI) (Semester 1)

The module explores integrated marketing communications as a tool for building and maintaining brands. It will give good insight into the practical processes and the strategies involved in creating such campaigns, and explores in particular the characteristics of the different communications tools available to marketing communications executives.

Market Research (PR) (Semester 1)

The module will explore the nature, scope and recent development of marketing research and its context in the marketing decision process. 

A range of both primary and secondary data sources as well as quantitative and qualitative research techniques will be explored, evaluated and contextualised. For example, government and commercial sources of data and the use and design of questionnaires, focus groups and in-depth interviews will be used to demonstrate various aspects of the research process.

In line with current practice the use of current information technology software will be introduced in order to facilitate data analysis and presentation.

Year 3

Core modules

Social Media Marketing (PR) (Semester 1)

The module will develop your critical understanding of the main activities involved in designing and implementing marketing communications using social media and online marketing. It will explore the activities and implementation of the social media and online marketing for companies. You will create the basic elements of an effective website and explore online communication using digital media channels such as search engine marketing, online public relations, affiliate marketing, display advertising, e-mail, social media and viral marketing. Finally, the module will examine the procedures used for monitoring and measuring the effectiveness of digital campaigns with a focus on Google Analytics.

Optional modules

Brand Management and Communication (Semester 2)

The aim of the module is to develop in students an understanding of the theory and practice of brand management and communication in the modern enterprise. The module aims to develop in students a critical perspective on brands, their social and cultural impact in the developed world, and the ability to apply this knowledge to the brand planning process.

Business Ethics (Semester 2)

The module will consist of a broad syllabus addressing practical considerations of the nature of ethics, progressing through learning of a range of traditional and post-modern ethical theories, and the appreciation of these theories in the practical setting of modern business processes. You will study topics such as corporate social responsibility, sustainability and the environment, professionalism and integrity, ethics and technology, financial scandals, whistle-blowing and other emerging issues, by reference to case studies.

Global and International Marketing (Semester 2)

The aim of this module is to provide you with an appropriate critical awareness and understanding of marketing in a constantly changing global context. You will critically analyse the nature of international, multinational and global marketing and the ways in which the contexts in which they operate are similar to, or different from domestic marketing and examine current trends in world trade to anticipate key developments and appreciate the process of globalisation.

Individual Study (Semester 2)

The aim of the module is to provide students with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by you.

Marketing Culture and Communication (Semester 2)

This module develops your understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to their home-country situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.

New Venture Creation (Semester 1)

The module aims to provide a practical perspective on the development and planning processes involved in the creation of a new venture, either as a new business start-up or as a new product or service development within a public or private organisation setting.  It aims to develop an understanding and awareness of business models underlying successful new business ventures, and the potential of business model innovation. It will explore the fundamental building blocks of a business model, the interrelationships between the building blocks and the links to the external business environment, and aims to arrive at a detailed operational and financial feasibility study that assesses the real potential of the new venture creation project.

Strategic Marketing Planning (Semester 1)

The aim of the module is to develop your understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation. By the end of the module, you will be able to apply models of internal and environmental analysis, analyse the strategic role of the marketing mix and critically evaluate the contribution of strategic marketing to the organisation.

Dissertation (PR) 40 credits (Semester 1 and 2)

The aim of the module is to provide you with the opportunity for the practical application of theory to a business oriented problem and to develop research skills.

Successful graduates are equipped to enter a range of careers across the digital industries sector. There are a wide range of jobs in digital marketing including, account executive, product manager, PPC executive, SEO manager, marketing analyst, digital content manager, ecommerce management, media planning and customer service in addition to wider graduate roles in retail, education, the civil service, public and voluntary sectors.

Increasingly students opt to apply their entrepreneurial skills and develop their own businesses. The degree also prepares you for postgraduate study at all levels through to PhD. The Erasmus Exchange programme provides opportunities for you to study in Europe for part of the degree.


The 2019/20 annual tuition fees for this course are:

  UK / EU Overseas
Full-time £9,250 £11,900
Full-time - placement year £1,850 N/A
Part-time £4,625 N/A

Tuition fees for all courses are payable on an annual basis, except where stated.

Please read the 2019/20 Tuition Fee Statement for further information regarding 2019/20 tuition fees and year on year fee increases.

Additional course costs

Although we aim to minimise any additional costs to students over and above the course tuition fee, there will be some additional costs which students are expected to meet.

Costs applicable to all students

Text books Own purchase text books
Travel to other sites Where travel to other sites is required, this will be payable by the student
Library Fees and Fines Where students fail to return loaned items within the required time they will be responsible for the cost of any Library Fees and Fines applicable
Printing & Photocopying The cost of printing and photocopying undertaken by students to support their individual learning are payable by the student
Graduation ceremonies It is free for the student to attend the ceremony itself. Guest tickets and robe hire / photography are additional costs payable by the student

General principle policy

The University’s general principles policy for additional course fees are set out here

CategoryIncluded in the tuition feeAdditional cost to student
Field trips (including trips abroad and trips to museums, theatres, workshops etc) No, if the trip contributes to the course as an optional module. Yes if the trip is optional.
Travel and accommodation costs for placements  No

Travel and accommodation costs for professional placements within the Education and Health & Wellbeing Faculties.

Travel and accommodation costs for other work placements. 
Text books No Own purchase text books.
DBS / Health checks No Yes
Professional Body registration No Yes
Travel to other sites (e.g. travel to swimming pool for lessons) No Yes
Clothing / Kit Yes, where the clothing / kit is essential for Health & Safety reasons. Yes, where the clothing is kept by the student and not essential for health and safety reasons.
Learning materials Essential learning materials (excluding text books) in connection with the course. Additional materials beyond the standard provision essential for the course or where the costs are determined by the student’s area of interest and the outputs are retained by the student.
Library fees and fines No Yes
Printing and photocopying No Yes
Social events No, unless the event forms an essential part of the course. Yes, unless the event forms an essential part of the course.
Graduation ceremonies It is free for the student to attend the ceremony itself. Guest tickets and robe hire/ photography are additional costs payable by the student.

Each module is worth 20 credits and you must study 120 credits each year. Each module will involve 200 hours of work with 50 of these being contact time (lectures and seminars) and the rest self-directed study which includes preparation for and the production of assessments. You will need to study in addition to prepare for your assessments. On average, you should expect to study for 35 hours per week during term-time.

Across your modules you will experience a range of approaches to learning, teaching and assessment to support diverse learning styles and develop a range of writing skills and personal skills e.g. analytical skills.

Therefore your teaching takes various forms including interactive lectures, seminars, practical workshops, tutorials or online learning via the Virtual Learning Environment, for example by a webinar. Seminars and workshops are a space to discuss and question your understanding and actively participate in practical, creative or problem solving tasks. However, modules typically consist of a one hour lecture and a one hour seminar per week, although some modules may be delivered over one term so you can build certain knowledge to progress to an associated module.

To support your individual needs, tutorials are offered to discuss your progress, assessments, study skills and other issues relating to your undergraduate experience.

Research and reading are a critical part of every module with specific tasks provided in handbooks and on the Virtual Learning Environment. Tutors also point you to other useful learning resources on the Web including webinars and MOOC’s (Massive Open Online Content) which are also part of your learning experience.

Academic input

The majority of staff have worked as practitioners. As well as teaching, the team is also actively involved in research, knowledge exchange and cross-cultural teaching at institutions in other parts of Europe.

You will be assessed by a number of methods including essays, reports, business simulations, presentations, reflective logs, computer-based assessments, examinations, and case studies, both individually and as a group.

This mixture is intended to build individual knowledge and skills in the application of theory and best practice to realistic business scenarios. The emphasis is to develop practical, critical and creative thinkers who can demonstrate effective teamwork, decision-making and leadership skills.

The Business School has accreditation with the Chartered Management Institute (CMI). The year two modules Marketing Planning and Communication and Management Accounting are accredited by the CMI and on successful completion you will be eligible for CMI Level 5 qualifications in Leadership and Management.

We work with industry stakeholders aligned to the continued development of our teaching programme, research and knowledge exchange. Some of these come in as guest lecturers and we also have masterclasses by visiting professors chosen for their continuing expertise in business and management. These established links have helped some of our students to secure placements.

A Business School Advisory Board has been established which includes representatives from across the private and public sector. This encourages employer engagement as the Board engages in discussion about technical content of the curriculum and the development of wider employability skills, the provision of work placement opportunities, guest speakers, live case studies, and workplace visits.


Full-time study

Apply via UCAS

Part-time study

Apply directly to us


Full-time study

Need some help?


For advice on completing your application please contact the Course Enquiry Team:

Tel:+44 (0)1227 928000 (0)1227 928000


Contact our International Team

Fact file

UCAS course code

  • 8D28 Digital Marketing Communications and Business Studies
  • 0C37 Digital Marketing Communications and Marketing
  • 3RX2 Digital Marketing Communications and Business Studies with Professional Placement (4 years)
  • 064D Digital Marketing Communications and Marketing with Professional Placement (4 years)

UCAS institution code

  • C10


  • 3 years full-time

    6 years part-time


  • September 2019

Entry requirements



Last edited 09/10/2018 09:40:00

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Last edited: 09/10/2018 09:40:00