BA (Hons) Digital Marketing

Program Overview

The BA (Hons) Digital Marketing program provides a focused and integrated study of essential marketing concepts and the strategic application of digital technologies to achieve marketing objectives. It emphasizes a practical and applied approach, encouraging students to understand how digital channels can be leveraged to build brands, engage customers, drive sales, and measure marketing effectiveness. The program encourages students to develop a strong understanding of both the strategic planning and tactical execution of digital marketing campaigns. Through a combination of lectures, seminars, workshops, and hands-on projects, students learn to apply digital marketing principles to real-world scenarios.

Curriculum: The curriculum is structured to provide a progressive learning experience, starting with foundational modules in core marketing principles such as consumer behavior, marketing strategy, and marketing communications, alongside introductory modules in digital technologies and online communication. Students then advance to more specialized modules covering areas such as search engine optimization (SEO), social media marketing strategy, content creation and marketing, email marketing, pay-per-click (PPC) advertising, web analytics and data-driven marketing, mobile marketing, digital marketing ethics and law, and the use of CRM systems. The program emphasizes the development of practical digital marketing skills, including website optimization, social media campaign management, content creation for various platforms, email marketing automation, and data analysis using relevant tools.

Research Focus: The University of Worcester fosters a research-informed teaching environment within its Business School, which directly benefits the BA (Hons) Digital Marketing program. Faculty members are actively engaged in research across various areas of digital marketing, including the effectiveness of different digital channels, online consumer behavior, social media marketing impact, search engine algorithms, and the use of data analytics in marketing decision-making. Students benefit from being taught by academics who are at the forefront of their fields and may have opportunities to engage with research through their studies and final-year digital marketing projects or dissertations. The program aims to cultivate a research-oriented mindset, encouraging students to critically evaluate digital marketing strategies and apply evidence-based approaches to solving digital marketing challenges.

Industry Engagement: The BA (Hons) Digital Marketing program places a strong emphasis on preparing students for successful careers in the digital marketing industry. The curriculum often incorporates real-world case studies, guest lectures from digital marketing professionals, and opportunities for industry certifications. The University of Worcester actively seeks to build and maintain links with local, regional, and national digital marketing agencies and businesses. This engagement may include opportunities for internships, live projects with companies, and networking events, providing students with valuable practical experience and industry connections. The aim is to ensure that graduates possess the skills and knowledge that are highly valued by employers in the dynamic and competitive digital marketing sector.

Global Perspective: The University of Worcester welcomes a diverse international student body, enriching the learning experience within the BA (Hons) Digital Marketing program. The digital landscape is inherently global, with marketing campaigns often targeting international audiences and utilizing global platforms. The program encourages students to develop an understanding of global digital marketing strategies, cross-cultural online consumer behavior, and the challenges and opportunities of conducting digital marketing in international markets. Case studies and projects often incorporate global examples, and students have opportunities to interact with peers from various cultural backgrounds, fostering a global perspective essential for success in today's interconnected digital marketing world.