Digital Marketing - BA (Hons)

UCAS Code:
Full Time (2 years)
September 2019
NTI Birmingham
In order to get you to the correct application form, we need to ask you a couple of questions:

Our BA Digital Marketing degree is a unique two-year fast-track programme that immerses you in real-world, professional advertising and marketing communications:

  • Digital is the shared digital media experience between brands, users, technologies and trends.
  • Marketing is how marketers add value to their brands and user experiences by fulfilling desires.

It’s a powerful mix where you’ll be working with professionals to learn key skills in the fast-paced digital communications industry. You’ll find yourself making simulated advertising campaigns with agencies like Mediacom, or delivering marketing solutions to content brands like the BBC, or using the latest technologies to produce exciting events, interactive experiences and games for clients like Codemasters.

BA Digital Marketing is employment-led and teaches with a practice-based, knowledge-applied approach, where tutors and industry professionals work with you in classes and assignments to help you develop and grow your personal and professional development. 

What's covered in the course?

You’ll be based in the New Technology Institute, (NTI), at the City Centre Campus where you will engage in practical workshops, digital media production, lectures and assignments with your peers, tutors and industry mentors.

We’ll give you your own laptop to use for the duration of the course, state-of-the-art resources to work in and top industry mentors to work with.

As you progress through the course you will build a knowledgeable skillset that gives you proficiency and know-how across disciplines and specialist expertise within them. Along the way, you’ll build a tangible ‘portfolio of practice’ that showcases your work and proves your professionalism; you’ll be making and delivering real media assets for real clients in the real world.

This course aims to answer the creative industry’s calls for savvy digital talent to exploit new opportunities and trends in emerging markets and technologies.

This means you’ll be looking for ways to reimagine trends, build brands, find fame, add value, optimise content, disrupt behaviours and monetise ideas across a range of media, platforms and channels.

To do this you’ll need to understand how it all works, and your BA Digital Marketing course has the answers in a rich combination of options and projects.

The Digital Marketing course has given me 'access all areas' and hands-on experience with top advertising agencies, real work placements and industry mentors. I've got a proven portfolio of professional work and my final project is with the UK's most successful agency AMV..." David Murawski (graduated 2016)

Why Choose Us?

  • Proven two-year accelerated BA Honours Degree programme.
  • Dedicated studio and state-of-the-art resources.
  • Award winning tutors (BAFTA, D&AD, RTS) with decades of experience in industry.
  • MacBook Air supplied for the duration of the course.
  • Industry placement opportunities with top agencies and clients.
  • Project-based, experiential learning with professional mentors.
  • No exams! Coursework assignments building to final project and portfolio of practice.


To welcome all new home and EU undergraduate degree students starting in 2018 or 2019, we're giving at least £150 worth of credit to spend in a host of ways, on books and a range of learning materials. Even better, it doesn’t have to be repaid. Terms and conditions apply.

Find out more

This course is open to International students

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Visit our School site for more student work and extra information.

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Entry Requirements

We accept a range of qualifications, the most popular of which are detailed below.

Essential Requirements

At the point of application, you must have GCSE at Grade 4 (C) or above in English Language and Mathematics. Equivalent qualifications and/or experience will be accepted

Typical Offers
UK Qualification Requirements
GCE A Level/ AS Level BBB at A Level, excluding General Studies and Critical Thinking (120 points)
Access to Higher Education Diploma Pass overall with 60 credits, 45 at Level 3 and 15 at Level 2, including merit or higher in 20 credits at Level 3. Media related Access courses only.
BTEC National Diploma (12-units not including early years) D*D* combined with other level 3 qualifications to achieve a minimum total of 120 UCAS points
BTEC Extended Diploma (18-units not including early years)

DDM (120 points)

BTEC Subsidiary Diploma/ National Award (6-units not including early years) Combined with other level 3 qualifications to achieve a minimum total of 120 UCAS points
BTEC Diploma in Foundation Studies in Art and Design Distinction
International Baccalaureate Diploma

Obtain a minimum of 30 points overall. Students who do not complete the IB Diploma will be considered on the basis of their IB Certificates if they achieve a total of 15 points or above from three Higher Level subjects alongside other acceptable level 3 qualifications to meet 120 UCAS Tariff Points

Irish Leaving Certificate Pass the Irish Leaving Certificate with a minimum of 120 tariff points, achieved in four Higher level subjects
Scottish Higher/ Advanced Higher Achieve a minimum of 120 tariff points achieved from either five Highers or a combination of two Highers offered with two Advanced Highers.
Welsh Baccalaureate (core plus options) Pass plus grades BB at A-Level (or equivalent qualifications) combined with other level 3 qualifications to achieve a minimum total of 120 UCAS points
Other qualifications
If you have a qualification that is not listed in the table please refer to our full entry requirements on UCAS.

Further guidance on tariff points can be found on the UCAS website.
Extra information for EU/International students
EU/Non-EU (International) Qualifications Requirements
IELTS 6.5 (no less than 6.0 in any bands) or equivalent
International Baccalaureate Diploma (or equivalent, including internationally accredited Foundation courses).

In addition to the above, applicants will also need:

English Group A - Grade 4 or above
English Group B and Ab Initio - Grade 5

Country-specific entry requirements and qualifications.

International Students

Entry requirements here


International students who cannot meet the direct entry requirements can begin their degree studies at Birmingham City University International College (BCUIC).

From A/AS Level with a minimum of 2 A Levels

UK or EU students

Award Start Mode Duration Fees
BA (Hons) Sep 2019 FT 2 years £9,250 per year Apply via UCAS

International Students

Award Start Mode Duration Fees
BA (Hons) Sep 2019 FT 2 years £12,300 per year

If you're unable to use the online form for any reason, you can complete our PDF application form and equal opportunities PDF form instead. Fees for 2019/20 will be published as soon as possible. The University reserves the right to increase fees in line with inflation based on the Retail Prices Index or to reflect changes in Government funding policies or changes agreed by Parliament up to a maximum of five per cent.

Guidance for UK/EU students


UK and EU students applying for most undergraduate degree courses in the UK will need to apply through UCAS.

The Universities and Colleges Admissions Service (UCAS) is a UK organisation responsible for managing applications to university and college.

Applying through UCAS
 Register with UCAS
 Login to UCAS
 Complete your details
 Select your course
 Write a personal statement
 Get a reference
 Pay your application fee
 Send UCAS your application

Non-EU (International) students

There are three ways to apply:

1) Direct to the University

You will need to complete our International Application Form and Equal Opportunities Form, and submit them together with scan copies of your original academic transcripts and certificates.

2) Through a country representative

Our in-country representatives can help you make your application and apply for a visa. They can also offer advice on travel, living in the UK and studying abroad.

3) Through UCAS

If you are applying for an undergraduate degree or a Higher National Diploma (HND), you can apply through the UK’s Universities and Colleges Admissions Service (UCAS).

You can request a printed form from your school or nearest British Council office. You will be charged for applying through UCAS. Birmingham City University’s UCAS code is B25 BCITY.

Personal statement

UK / EU students are required to submit a personal statement as part of their application for this course.*

The personal statement gives you a crucial opportunity to say why you’re applying and why the institution should accept you.

Here are the key areas you’ll need to address:

Course choice

Why does this course appeal? What areas are of particular interest?

Career plans

If you have a specific career in mind, say how your chosen course will help you pursue this goal.

Work experience

Mention any work that is relevant to your subject, highlighting the skills and experience gained.

School or college experience

Highlight skills gained at school/college, eg summer schools or mentoring activities.

Non-accredited skills or achievement

eg Duke of Edinburgh Award, Young Enterprise scheme.

You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.

Get more information on writing personal statements.

*Non-EU students are not required to submit a personal statement when applying for this course.

Additional costs

Our courses include activities such as performance, exhibitions, field trips and production of works or artefacts which may require you to purchase specific equipment, instruments, books, materials, hire of venues and accommodation, or other items. Many of these activities are essential and compulsory parts of your learning experience.

The link below gives you an estimate of the possible costs associated with key activities on your course. Please bear in mind that these are only estimates of costs based on past student experience and feedback. The actual costs could vary considerably (either greater or lower than these estimates) depending on your choices as you progress through the course.

All our students are provided with 100 free pages of printing each year to a maximum total value of £15.

View additional costs for this course

Additional costs

The additional costs listed at the bottom of the page are to be used for indicative purposes only and are based on the additional costs for the 2018/19 academic year. The additional costs for 2019/20 will be published as soon as possible.

Worried about personal statements?

Worried about personal statements?

If you've got no idea where to start or just want to check you're on the right track, we’ve got expert advice and real examples from our students to help you nail your personal statement. You can even download our ultimate personal statement guide for free.

Get personal statement advice

Loans and Grants

Financial Support

We offer further information on possible undergraduate financial support. This includes the type of loans, grants and scholarships available both from the government and from Birmingham City University.

Year one

Teaching methods may include practical sessions, lectures and group debates, featuring input from both University staff and guest lecturers from industry, providing you with a wide range of practical knowledge and insight. 

In order to complete this course you must successfully complete all the following CORE modules (totalling 160 credits):

Digital Marketing Primer
20 credits

It’s all about you! This Digital Marketing Primer places your own personal and professional development at the centre of the competitive job market. The objective is to give you the understanding and confidence to sell yourself and your ideas to your peers and potential employers.

Download the full module specification

Audiences and Brand Development
40 credits

Meet the agency! You will take a ‘live’ brief from an advertising agency account manager. The objective is to identify a new audience for an existing client by raising brand awareness through a digital marketing campaign.

Download the full module specification

Research Methodologies
20 credits

Get to know your audience! Your client and your agency need to reach a challenging target market; this module gives you an introduction to audience segmentation through industry theory and professional practice.

Download the full module specification

Planning and Strategy
40 credits

You are the media planner! You’ll work with a global brand to build on your market research skills, using your insights to make a difference in the real world.

Download the full module specification

Collaborative Practice
40 credits

The module is an opportunity to learn and critically reflect on the skills of collaboration by enabling you to create an interdisciplinary project with students from complementary disciplines. You will be tasked with completing a project over a short development / production period. This project may be set either by an academic or course industry-partner.

Download the full module specification

In order to complete this course you must successfully complete at least 20 credits from the following list of OPTIONAL modules:

Interactive Entertainment, Development and Implementation
20 credits

The module is an opportunity to learn about the nature of interaction within game products and experience the challenge and thrill of developing a fun, gaming experience.

The ethos of the module is that of a ‘Game-jam’, where student teams will be tasked with completing a game brief inspired by either; a broad theme, a defined genre or a defined reference product. This project will be small in scope and scale, a micro-project.

Download the full module specification

Narrative Entertainment Script and Production
20 credits

The module is an opportunity to learn about the nature of storytelling, audience engagement and the variety of methods and tools a writer or communicators has at their disposal to engage, inform, excite and elicit emotional response from the audience

Download the full module specification

Please note list of optional modules is indicative only. Your choice will not be guaranteed for optional modules but a fair and transparent process will be adopted and shared with you.

Year two

In order to complete this course you must successfully complete all the following CORE modules (totalling 180 credits):

Contemporary Market Research Methods
20 credits

Get to know your market! You will receive a brief with the objective of delivering a market research report that helps to better understand the sector, its existing and potential consumers.

Download the full module specification

Methodologies for Digital Marketing Campaigns
40 credits

You are the digital media executive at an agency! You’ll work on a global entertainment brand, tasked with developing a digital marketing plan. You’ll need to develop an understanding of a new agency planning methodology and employ its techniques in providing digital only recommendations to support all their digital communications.

Download the full module specification

Content Marketing
20 credits

You are the creative team! You’ll be delivering a digital content marketing plan and some prototype assets to pitch to your client. This is your chance to showcase your digital marketing expertise and you’ll be using the framework recommended by the Content Marketing Institute (CMI).

Download the full module specification

Professional Practice
40 credits

The module is an opportunity to learn and critically reflect on the skills of collaboration &/or your own professional practice. The module enables you to create either an interdisciplinary project with students from complementary disciplines or your own self-defined project.

Download the full module specification

Major Project
60 credits

The purpose of the module is to enable you to undertake a sustained, in-depth and theoretically informed research project exploring an area that is of personal interest to you. It is important that we can support you appropriately, so you will be guided towards choosing a research topic which is relevant to your discipline and in which your lecturers have expertise. The outcome may take the form of a written dissertation or a practice-based portfolio.

Download the full module specification

In your first year, you will work closely with your marketing colleagues, tutors and industry practitioners to learn new insights and develop your professional approach to digital marketing and advertising projects.

You’ll learn how brands are built, how they reach their audiences and how you can add value and shared experiences to these through strategic and creative user journeys that optimise digital media channels and returns on investment.

In the summer semester, you will join forces with your Digital Art, Video Games Development and Film Promotion colleagues to put your learning into practice. You’ll be working on ‘live’ briefs with top agencies, industry partners and clients like the BBC or Sony to deliver real projects that prove your proficiency in the digital marketing sector.

In your second year, you will consolidate your own digital marketing expertise through professional practice placements and your own, self-defined Final Major Project. In this, you will choose to write a dissertation or produce a practiced-based portfolio of work that is employment-led. This is all about your choices and your professional development.

So far, Digital Marketing students have used this final project to work on a national advertising campaign for the government through the UK’s most successful advertising agency AMV, international movie channel launches with branding agency Red Bee Media and automotive launches with digital agency MediaCom.

Assessment methods

You'll be assessed in a variety of different ways, including practical project work – both group and individual - presentations, written reports, practical portfolios as well as oral exams.

You are also assessed on your work within a project delivery team whilst you are based within our simulated studio environment.

Assessment is embedded into the course, which will mean your learning experience isn't interrupted by exams; allowing you to concentrate on becoming an effective team member.

Examples of classroom projects

Think jam logo

1. Agency: ThinkJam

Cinema chains and Hollywood studios want lucrative teenage audiences in their movie theatres. Your brief is to build a social media campaign so get the real ‘red carpet’ experience of film-going glamour… not the dodgy download.

mediacom logo

2. Agency: MediaCom

MG Rover launching a new SUV into the UK car market. Your brief is to optimise Search around your brand, build a bespoke landing page for your product, bring target audiences to experience a test drive and persuade them to make the purchase!

Further Study

For successful graduates there is a natural progression from BA Digital Marketing to MA and MSc Future Media: Pro, which is a one year accelerated masters degree focused on exploiting digital media and marketing opportunities through emerging technologies and advertising agency techniques. Students taking this option can gain an undergraduate and postgraduate degree within 3 years.

Alternatively,  Birmingham School of Media at Birmingham City University offers a wide range of MA courses, allowing you to specialise in such areas as online journalism, social media, photography, public relations, television or event management.

Details can be found on the postgraduate section of the website.

Enhancing your employability skills

Workplace simulations, placement activities and industry standard projects are all key pillars in the course content. In addition you’ll be working closely with professional practitioners, top agencies and prestigious clients to develop and deliver your assignments.

There are visiting specialist lecturers, Honorary Fellows and industry experts who you’ll meet on field trips or in class and these professionals frequently work with you and your fellow students as mentors.

Towards the end of your studies you’ll complete a final major project and this may lead you to working directly with a client. This direct professional contact will give you the experience, confidence and freedom to put into action all you’ve learned during your studies. It will also give you a proven track record of professional placement activity and a portfolio of work to showcase your abilities.

On top of this course specific experience you’ll gain, the University has introduced the BCU Graduate+ programme, which is an extra-curricular awards framework that is designed to augment the subject-based skills that you develop through your programme with broader employability skills and techniques that will enhance your employment options when you leave university. The key components of the award are:

  • A personalised approach for each and every student.
  • A range of activities that helps you to build Continuing Professional Development points towards completion of your award.

Allied with this course-specific experience you will also have access to a range of support staff and services from the University’s careers service, who can help with:

  • Reviewing CVs, covering letters and application forms
  • Career planning and decision making
  • Preparing for interviews and assessment centres
  • Developing portfolios
  • Networking with employers
  • Advice about self-employment and entrepreneurship


Placement activities on the course range from the collaborations you share with our industry partners in your assignments to actually working for clients that the University introduces you to as part of the programme.

In your assignments, you’ll find yourself taking various briefs from your tutors, clients looking after brands, and agency strategists and planners who run prestigious accounts. You’ll be taught how to use the tools of the trade and expected to deliver your work to industry standards. Sometimes your placement activities will take the form of a brief only and at other times you may find yourself on projects where you are heavily involved with your client and hold regular milestone reviews of your progress.

By the end of your second year you are able to demonstrate professional proficiency and channel this into your Final Major Project. This is where most of our students develop employment-orientated relationships with the mentors of their choice. It’s these kind of relationships that build valuable professional contacts, promote networking across the industry and often lead to internships and eventually jobs for our students. You will be encouraged to engage with industry professionals throughout the programme and your tutors will make every effort to introduce you to contacts across the digital marketing and advertising and sector. 

Xtreme Robot Destruction

An awesome experiential event and showcase for student work, attended by VIPs from the digital games, advertising and art industries.


OpportUNIty Student Ambassador

OpportUNIty: Student Jobs on Campus ensures that our students are given a first opportunity to fill many part-time temporary positions within the University. This allows you to work while you study with us, fitting the job around your course commitments. By taking part in the scheme, you will gain valuable experiences and employability skills, enhancing your prospects in the job market.

It will also allow you to become more involved in University life by delivering, leading and supporting many aspects of the learning experience, from administration to research and mentoring roles.


BCU Graduate+

Through our courses we give you the skills and experience needed to get a head start when applying for jobs. But we offer something extra too – Graduate+.

Our unique programme gives you the chance to develop valuable skills outside of the more formal classroom learning. We award points for Graduate+ activities (including firewalking!) and these can be put towards a final Graduate+ award.

More about Graduate+

Graduate jobs

Links to industry

In addition to delivering specialist lectures and hosting field trips our industry partners get involved in structuring your course, updating the content as the digital landscape evolves and helping to frame your assignment briefs.

These partnerships include some very prestigious industry players and you should take time to explore what it is that they do in this highly creative environment of innovation and communication:

SapientNitro describes itself as “a new breed of agency for an always-on world… SapientNitro is redefining how stories are told across brand, digital and commerce”.

ThinkJam represents some of Hollywood’s biggest studios and markets their movies globally. Since 2004 they’ve delivered nearly 2,000 campaigns for the clients who range from famous film makers to global publishers, distributors and celebrities. 

AMV was named ‘most successful agency in the UK’ by the advertising industry’s leading creative professional association, the D&AD, as well as ‘Creative Agency of the Year’ at the 2016 Creative Circle Awards and ‘Agency of the Year’ at the British Arrows Awards. AMV’s client list is epic.

Other top agencies we work with include FOUND, MediaCom, Red Bee Media, UNRULY, Chapter, Hunterlodge, BBC Creative, Bulb, Nimbletank, Ogilvy One and Lambie-Nairn. 

Birmingham City University is a vibrant and multicultural university in the heart of a modern and diverse city. We welcome many international students every year – there are currently students from more than 80 countries among our student community.

The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.

Our international pages contain a wealth of information for international students who are considering applying to study here, including:

The UK remains one of the world's leading study destinations

The UK remains one of the world's leading study destinations for international students.

The first-class experience offered by universities are reflected in the world’s largest survey of international students. International students are more likely to recommend the UK than any other leading English-language study destination.

Birmingham City University International College (BCUIC)

International students who have a serious interest in studying with us but who perhaps cannot meet the direct entry requirements, academic or English, or who have been out of education for some time, can enter Birmingham City University International College (BCUIC) and begin their degree studies.


BCUIC is part of the global Navitas Group, an internationally recognised education provider, and the partnership allows students to access the University’s facilities and services and move seamlessly through to achieving a Bachelor’s degree from Birmingham City University.

Learn more about BCUIC

Popular home countries

Our students come from around the world but our interactive entertainment course is most popular with international students from:  

Gamer camp course facilities
NTI students
NTI foyer
Gamer camp Mindugas Play

The New Technology Institute (NTI) is a part of Birmingham City University's City Centre Campus at University House.

We help you learn a specific discipline such as digital marketing, programming or art and put that discipline into practice by offering flexible teaching space, dedicated development studios and open access work areas for group projects, as well as course-specific facilities.

Gamer Camp

  • Dedicated games development studio space.
  • Apple and Android target devices.
  • One high spec PC for game development per code and art student and high spec laptop per business student. As a Gamer Camp student you have your own PC and desk in a games development studio.
  • Wacom Cinetiq graphics tablets for selected art roles, such concept, GUI and character.
  • PlayStation 4 development and test kits. We were one of only five universities in Europe to receive PS4 Dev at launch.
  • PlayStation VITA development and test kits.
  • Perforce Source Control.
  • Hansoft Project Management software.

Two-Year Fast-Track

  • High spec PC laptop (Games Development, Digital Art and Design and Production) for the duration of the course.
  • MacBookAir laptop (Digital Marketing) for the duration of the course.
  • Dedicated studio space for projects.

Future Media and Film Futures

  • Access to dedicated studio space including iMac computers to deliver projects with external clients.
  • IMDB Pro.
Digital marketing facilities 1
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Learning from industry experts

Discover more about the industry experts you can meet on our two-year fast track degree course.

Zuby Ahmed is one of our lecturers, watch this video to find out more.

Mike Villiers-Stuart

Senior Lecturer in Future Media and Digital Communication

Mike started his broadcasting career in 1983 as a journalist in cable TV newsrooms and progressed to becoming a news Producer/Director before moving into broadcast TV as a Network Director for Thames Television and Producer for the BBC.

In 1990, Mike joined the BBC team responsible for branding and promoting the corporation globally winning international awards, including BAFTA and D&AD Gold for on-air and off-air marketing and promotions campaigns.

Mark Brill

Senior Lecturer in Digital Communication and Future Media

Mark has worked in digital advertising and marketing for over 20 years and during that time his focus has been on delivering campaigns in emerging channels: web, mobile, social and now innovation through The Internet of Things. He has worked with global agencies such Aegis Dentsu and WPP, and brands including Unilever, Mondelez, Louise Vuitton and Chevrolet (to name just a few). Professionally, his strength is as a strategist – a role that combines data, insights and creative development. Mark’s teaching philosophy takes its cue from the punk ethic by encouraging students to give things a go and try out their ideas: ‘Here’s a chord, here’s a another, here’s a third. Now form a b(r)and!’ 

Read Mark's full profile

Venita Staff Profile

Venita Pereira


Venita has previously worked on a number of titles on a variety of platforms including the mobile hit Sonic Dash and at many games studios from nDreams, SEGA and Jagex going all the way back to old veteran studios such as Team17 in Wakefield.

Read Venita's full profile

Wai Mee Lo

Wai Mee Lo

Senior Lecturer

Wai is a Senior Lecturer in Digital Marketing and Future Media and has 10 years’ industry experience working at leading agencies such as MediaCom (WPP) and Universal McCann.

Her media career began in 2008 as a Digital Media Assistant whereby she gained fundamental experience in digital media planning and implementation for clients across digital communication channels such as Display, PPC, VOD, Social and Mobile.

During her media career, she has been appointed Senior Digital Strategist and Associate Director where she has fulfilled a leading role in providing clients with a long term digital communications strategy to execute and deliver.

Wai’s digital media experience spans across many sectors including Retail, Travel, Automotive, Finance, FMCG, Charity, Healthcare, Leisure and Education.

Read Wai Mee's full profile