Marketing with Digital Communication - BA (Hons)
Currently viewing course to start in 2025/26 Entry.
Recognised by the Chartered Institute of Marketing our BA (Hons) Marketing with Digital Communication degree gives you the practice-based skills needed to succeed in the everchanging discipline of marketing. This approach not only gives you the marketing knowledge needed but also the personal skills employers demand, allowing you to make an immediate impact upon graduation....
- Level Undergraduate
- Study mode Full Time/Part Time
- Award BA (Hons)
- Start date September 2025
- Fees View course fees
- Subject
- Location City Centre
This course is:
Available with Professional Placement year
Open to International Students
Overview
Recognised by the Chartered Institute of Marketing our BA (Hons) Marketing with Digital Communication degree gives you the practice-based skills needed to succeed in the everchanging discipline of marketing. This approach not only gives you the marketing knowledge needed but also the personal skills employers demand, allowing you to make an immediate impact upon graduation. This experience is further enhanced by the opportunity to undertake a yearlong placement.
Businesses value marketing more than ever due to its ability to identify opportunities, shape experiences and drive profits. It is an ever-evolving discipline, constantly responding to changes in technology and consumer behaviour.
To be successful in this exciting area not only requires a depth understanding of the core principles, but also relies on having the acumen and practical abilities to apply and adapt this knowledge in a wide variety of scenarios. This in-demand course has been designed to give you the practical and professional skills that employers seek through our practicebased learning approach.
What's covered in this course?
Inspiring our students in all aspects of marketing, we put an emphasis on employability, Employability focused means more than securing a role on graduation, it is an enduring principle that ensures that you have the resources and competencies to maximise all of your future career opportunities. You will receive this through every module and through enhanced experiences such as the opportunity to work in our very own student-led marketing agency. Placements are available, with numerous companies holding our placement students in high regard thanks to their real-world practical skills.
Subject to approval this course is also fully recognised by Chartered Institute of Marketing (CIM). This helps to ensure content remains fresh, relevant and full of key industry insight to endure you industry-ready the second you graduate. This recognition also ensures you will receive the maximum possible exemptions from the CIM Professional Diploma.
This course is one of five marketing degrees that have been designed to meet the diverse areas of marketing. Your course allows you to understand all of the core principles of marketing with digital communications but it is part of a suite which allows you to switch to another course irrespective of the one you entered on. This allows you to develop additional specialist skills of your choice and career aspirations, alongside the core underpinning market concepts you will need in practice. Each course in the suite has been designed to:
- Equip students with the ability to apply marketing with digital communication theory and practice in a variety of business situations.
- Develop key transferable skills that are essential to a career in marketing.
- Meet the accreditation requirements of Chartered Institute of Marketing.
- Provide students with the opportunity to develop specialist marketing skills of their choice.
Professional Placement Year
This course offers an optional professional placement year. This allows you to spend a whole year with an employer, following successful completion of your second year, and is a great way to find out more about your chosen career. Some students even return to the same employers after completing their studies.
If you choose to pursue a placement year, you will need to find a suitable placement to complement your chosen area of study. You will be able to draw on the University’s extensive network of local, regional, and national employers, and the support of our Careers teams. If you are able to secure a placement, you can request to be transferred to the placement version of the course.
Please note that fees are payable during your placement year, equivalent to 20% of the total full-time course fee for that year.
Accredited By
This course is accredited by:
Why Choose Us?
- We have a strong focus on employability and through placement opportunities and our links with local businesses, we aim to ensure you graduate not only with your degree but also with the skills and knowledge needed to embark on your chosen career.
- The STEAMhouse offers amazing opportunities for entrepreneurial students to kick start and build a business. Services available include the Incubator which helps focus and solidify business ideas and the Hatchery which offers support in getting your business off the ground.
- We pride ourselves on being the University for Birmingham and supporting and giving something back to the local business community. We have strong links with local businesses in the city across several industries. These links help us enhance students’ experiences by giving them access to industry experts for guest lectures, exciting placement opportunities and other chances to engage with the business community as a whole.
- We aim to infuse learning with exposure to real-world experiences. Through the Link Agency we give students the chance to work on real-life projects using industry-standard software and with real-world clients. These offer a unique opportunity for students to gain this invaluable experience while they study.
- This course is accredited and meets the high standards of the Chartered Institute of Marketing.
Open Days
Join us for an on-campus Open Day where you'll be able to learn about this course in detail, chat to students, explore our campus and tour accommodation.
Next Open Day: 24 November 2024
Entry Requirements
These entry requirements apply for entry in 2025/26.
All required qualifications/grades must have been achieved and evidenced at the earliest opportunity after accepting an offer to help confirm admission and allow for on-time enrolment. This can also include other requirements, like a fee status form and relevant documents. Applicants can track their application and outstanding information requests through their BCU mySRS account.
Essential requirements
112 UCAS Tariff points. Learn more about UCAS Tariff points.
Please note: If you qualify for our BCU Accelerate scheme, you could receive an offer that is two grades below our normal entry requirements. Find out more about BCU Accelerate.
If you have a qualification that is not listed, please contact us.
Fees & How to Apply
UK students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2025
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £9,250 in 2025/26
- Apply via UCAS
- Part Time
- 5 Years
- Show fees
- £1542 per 20 credits
- Year 1 - 80 credits
- Year 2 - 80 credits
- Year 3 - 80 credits
- Year 4 - 80 credits
- Year 5 - 40 credits
Fees for Part-time students
This course can be studied on a Part-time study basis. The cost per year of study is based on credit requirements for that year.
International students
Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students.
Award: BA (Hons)
Starting: Sep 2025
- Mode
- Duration
- Fees
- Full Time
- 3 Years
- £17,690 in 2025/26
Guidance for UK students
UK 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 and complete your details
- Select your course and write a personal statement
- Get a reference
- Pay your application fee and submit your application
Guidance for 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.
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.
*Non-EU students are not required to submit a personal statement when applying for this course.
Course in Depth
First Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
Have you ever considered why you bought your smartphone? Or why you ate in that fast food restaurant? Or why you decided to buy that brand of trainers? Every day, billions of people spend their money on products and services without necessarily considering why they decided to buy those particular offerings. Whether you are aware of it or not, each of these products and services have been carefully developed to fulfil the needs of a particular target audience of which you may be a part.
Whilst your degree is a highly valued indicator of achievement and ability for employers, a successful career is also dependent on the development of the right attitudes and behaviours. This is reflected in the findings from a recent survey undertaken by the Confederation of British Industry (CBI), which identifies that, in addition to qualifications, 60% of employers also look for broader skills when recruiting individuals straight from education.
The aim of this option module is to develop your academic knowledge and transferable skills needed to understand the creative process. This module will develop your skills and understanding of the creative process by facilitating working as individuals and groups. You will work as members of an agency team to develop a creative pitch and portfolio of artefacts. These pitches will encompass the skills suitable across diverse business sectors and will develop your understanding of the creative process, your role within a team and your application of the creative process to a defined task.
This module makes a significant contribution to the course philosophy by providing the knowledge and understanding of all the key concepts upon which consumer behaviour is built. In line with the course aims and level 4 learning outcomes, this module establishes a sound foundation on which to base future study, as it delivers the theoretical underpinning necessary for successful marketing, focusing on the centre of a business – the consumer.
This module will provide a gentle introduction to the world of accounting and finance for business managers of the future and is designed for those new to accounting or those studying on non-accounting related degree programmes.
This module has been developed in response to the growing body of evidence highlighting the role content plays in engagement and relationship development with customers. Marketing is a constantly evolving environment and in line with the course rationale this module helps you to prepare and rehearse your marketing career. This module will provide theoretical underpinning and an opportunity to apply that theory within your chosen pathway.
Second Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 120 credits).
We live in a world where we are surrounded by brands – from the everyday objects used daily to the more prestigious and opulent products and services on offer. In today’s highly competitive and fast changing business environment, building and sustaining brands is essential for attaining a sustainable competitive advantage and ensuring long term profitability for organisations. It is therefore imperative that as a student on a marketing course, you should be able to appreciate and apply the concepts of branding as they relate to contemporary products and services.
Data is everywhere, but how do we know what is relevant and what is not in order to understand it and make effective decisions? This module will allow you to examine the growth in volume, velocity and variance of marketing data, marketers are increasingly faced with the challenge of the optimum method of evaluating marketing decisions.
Marketing communications is a key strategic area for any business as it gives visibility and understanding of an organisation’s products and or services. It utilises a variety of techniques, communication tools and media to deliver these messages, designing campaigns that drive the desired behavioural responses.
In today’s competitive business climate, it is getting more and more difficult for businesses to differentiate themselves from their competitors. A competitive advantage is essential and customer experience is perhaps the most important aspect of a successful business. Optimising customer experience has been identified as one of the most important tools to help a business stand out from the competition. Prioritising the customer experience ensures that customers are enjoying every interaction with your business, and 50% of consumers are more likely to do business with you again in the future after a positive customer experience.
Digital communications is a key component of any marketing strategy with influencer marketing having emerged as a cornerstone of brand engagement. The vehicle enabling influencers to drive sales is the emergence of the social media platform. The skill of those influencers in promoting the brands has led the influencer to become a major driver of brand revenue and profits.
This module aims to equip you with the conceptual knowledge needed to develop your understanding of contemporary technologies available to be leveraged by digital marketers. It explores a diverse range of activities including the use of automation tools as they specifically pertain to Digital Marketing campaigns in order to enable you to appreciate the major differences between traditional and Digital Marketing at an operational level.
Optional module
This module, where a programme of study enables it, is open to Business School students, who choose to undertake an international Study Abroad mobility experience within their second year of study. The aim of this module is to enable you to explore your mobility experience through a cross-cultural lens that focusses on the key themes of your discipline in an international context, together with your personal development. This is achieved by activities that draw on research enquiry, creativity, culture, reflection and professional development.
Professional Placement (Optional)
In order to qualify for the award of BA (Hons) Marketing With Digital Communication with Professional Placement Year you must successfully complete the following module.
This module is designed to provide you with the opportunity to undertake a credit bearing, 40- week Professional Placement as an integral part of your Undergraduate Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.
Final Year
In order to complete this course, you must successfully complete all the following CORE modules (totalling 80 credits).
Marketing is usually involved in providing information used in strategic decision-making and is often in the forefront of executing such decisions. It is very important for marketers to have an understanding of strategy and planning as it enables marketing activities to be directed to the specific needs of that organisation. You must appreciate the complexities of preparing and implementing longer-term, customer-focused plans and the significant role of marketing and management in contributing to the core vision of the organisation and the achievement of its plans.
Let me ask you something... Could you tell me the main benefits of the next smartphone that you're hoping to buy? Is it the 256GB of storage? The HD retina display? Perhaps the pixel resolution on the camera? Now, could you tell me the impact that the production of that phone has on the environment and on society? Would you consider giving up your smartphone for the greater social good?
As a level 6 module, Digital Enterprise contributes to the course philosophy by providing you with the opportunity to apply all of the skills developed to date to a digital enterprise of your making. This will enable you to compose and construct a series of relevant materials to effectively communicate your ideas and apply your professional skills to develop digital artefacts that can be potentially monetised.
This module aims to equip you with the conceptual knowledge needed to develop your understanding of Digital Analytics for Marketing. It explores a diverse range of activities that comprise Marketing Analytics as it pertains specifically to Digital Marketing campaigns in order to enable you to appreciate the major differences between traditional and Digital Marketing analytics at a strategic level.
In order to complete this course you must successfully complete at least 40 credits from the following indicative list of OPTIONAL modules.
Contemporary Advertising, will explore best practice advertising techniques, In this field creative, marketing communication tools and techniques are continuously evolving. Current examples pulled from real-world experiences, will be analysed from the view of a practitioner’s perspective. Taking a comprehensive view of the industry, advertising will be analysed from the creative standpoint and continuing to address the importance of integrated marketing communications in the field of advertising and how it impacts advertising strategy through featured campaigns.
As a level 6 module, ‘Creativity, Innovation and Entrepreneurship’ contributes to the course core philosophy by providing you with the opportunity to enhance your skills and develop your creativity, open your mind to innovation and understand the entrepreneurial opportunities these could afford you. This will enable you to compose and construct a series of relevant materials to effectively communicate your ideas and apply your professional skills to develop an entrepreneurial idea.
To successfully market products and services, it’s never been more important to apply the science of how people make decisions. However, marketing goes beyond the purchase decision, the ultimate destination for any organisation is the creation of loyal customers that repeat purchase and advocate the brand/organisation.
Public relations is a strategic asset of any firm or organisation and the ability to appraise and analyse the characteristics of a successful PR strategy is fundamental to a successful practitioner. PR utilises a variety of techniques and skills to create the compelling content and word of mount media coverage that makes this PR, after personal recommendation, the most effective marketing channel.
This module provides you with a thorough grounding in the techniques of sales and business development needed to achieve organisational objectives. Whilst the module focuses primarily on the sales process within business to business manufacturing and retail contexts, it also explores business to consumer contexts. Employment in sales related careers within the business to business sector represents 8% of total UK employment – one of the UK’s largest sectors of employment and is forecast to grow by 12% by 2020.
Culture is generally accepted by marketing researchers as one of the most important underlying determinants of consumer behaviour. Geert Hofstede has stated that if there is one aspect of business that is culture-dependent, it is consumer behaviour. Considering that marketing is about consumers to begin with, it is crucial for marketers to understand and predict the behaviour of consumers in all markets they serve. As businesses expand into new national and international markets, dealing with differences in cultural values amongst consumers can be quite challenging, which in turn has implications on the development of viable marketing strategies.
The aim of this module is to provide insight into the methodological foundations of business research, which will enable you to conduct a substantial piece of disciplinary research.
The aim of this module is to provide a framework for you to undertake a significant piece of disciplinary-relevant accounting, business or management research. It is founded upon Birmingham City Business School’s teaching and learning philosophy which integrates theory and practice, in this case research practice. A Business Research Project presents a short academic piece of work based, delivered in a “letters” journal article format, which is relevant to your degree programme.
** Must be taken with Business Research Methodology and Practice as the Prerequisite
All core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Download course specification
Download nowStudent Profile - Jake Murray
After taking a gap year find my calling in industry, I discovered my love for Marketing and social media. I reached out to multiple universities who offered marketing courses. Birmingham City University was extremely welcoming, offering incredible facilities and I knew it was exactly what I wanted for my degree.
Within this course, there are so many exciting opportunities to work with live clients so you can develop the skills and experience to enter the workplace with confidence.
Our tutors are approachable and make sure to build relationships with their students to create a productive environment whereby they encourage their students to reach new heights and step out of their comfort zone to be a driving force in the industry.
During my first year, I was nominated as a Student Academic Leader by my tutors and also received a prize for achieving one of the highest grades for a module which I am so proud of. Alongside my studies, I became a Social Media Manager in a student-run platform, comprised of an industry-ready website and a buzzing social media presence, called ‘The Student Update’.
In my second year, although studying remotely at times, I sought out every opportunity available. I became a Student Ambassador where I have worked on Virtual events throughout the year. In addition, I was lucky enough to take part in an internship with a company called RedKnows. During this internship we’ve worked together to prepare to launch a programme to help start-up businesses develop and grow by increasing their knowledge on marketing strategies.
The opportunities available on my journey at university so far have been amazing at giving me the experience needed to succeed in the marketing industry. This dynamic course has enabled me to put academic theory into action with live clients from year one. To future students – always say yes to any opportunities that are made available to you, be open to listen to feedback and collaborate with others.
This course is accredited by the following organisation:
Chartered Institute of Marketing
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
Birmingham City University has joined forces with CIM to give students the opportunity to gain professional qualifications through our CIM Accredited Degrees. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
Employability
Your programmes will provide you with specific business knowledge and skills, appropriate to graduate careers in marketing. Our specialist pathways will enable you to reflect on the dynamism and vibrancy of the business environment, enhancing your career prospects in the process.
Alongside gaining marketing skills will be a range of transferable attributes, which will see you become a highly desirable graduate, able to work in a number of different industries.
In addition, you could gain first-hand experience with the Link Marketing Agency, our voluntary, student-led agency which provides you with the chance to work with a wide variety of clients.
You will also have the chance to undertake a work placement, gaining valuable real-life skills in a professional working environment.
Placements
By choosing this course, you’ll have the opportunity to undertake a one-year, paid work placement. We have links with many businesses across industries, locally and worldwide. This means you’ll get really valuable, direct experience on your paid placement.
Previous students have undertaken placements with companies such as Sky and Disney.
International
Welcome to Birmingham City University, home to students from over 70 countries all around the world!
Our Business programmes are practice based and many have an international focus, which means your course will be entirely relevant to today’s business world. Almost all of our courses, both at undergraduate and postgraduate level, are open to international students.
We also have links with universities across the world, including Europe, the USA, China, India and Malaysia.
International ServicesOur international pages contain a wealth of information for international students who are considering applying to study here, including:
- Details of the entry requirements for our courses
- Some of the good reasons why you should study here
- How to improve your language skills before starting your studies
- Information relevant to applicants from your country
- Where to find financial support for your studies.
The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.
Facilities & Staff
Our Facilities
We are constantly investing in our estate and have spent £400 million on new learning facilities.
The Curzon Building
This course is based at our City Centre Campus – and specifically The Curzon Building, alongside other Social Sciences, Law and Business students.
The £63m building offers students a unique social learning space, including a dedicated student hub incorporating student support services, in the heart of Birmingham’s Eastside development.
The Business floors house an extensive number of IT facilities, breakout areas, and specialised rooms. The Marketing Link Agency is designed to replicate a modern marketing firm, allowing students to get real-life experience of working in the marketing sector. There is also the City Trading Room, which features state of the art stock market tracking equipment, keeping you up to date with all the financial comings and goings of the London Stock Exchange and Wall Street.
The Curzon building is also conveniently close to Birmingham’s business and financial centre, allowing for strong links between your studies and the real world.
The Curzon Building also features:
- An impressive library with access to over 65 million full text items and stunning views of Eastside City Park
- Your Students’ Union which is located in a beautifully restored 19th century pub, The Eagle and Ball
- A modern 300-seat food court with space to study and socialise
- Accessible IT facilities with full Office365 for all students for free
- Shared facilities with the wider campus including the Parkside Building and Millennium Point
Our staff
David Cashmore
Senior Teaching Fellow, Course Leader for Undergraduate Marketing Programmes
David joined BCU in 2017 as a Senior Teaching Fellow in Marketing. With 20 years' experience in industry, David has held senior marketing roles in a diverse range of B2B companies, ranging from SMEs through to large global corporations.
More about DavidDr Charlotte Carey
Associate Professor in Digital Marketing
Dr Charlotte Carey currently leads BCU’s Entrepreneurship research cluster, which is part of the CEIG research centre.
More about Charlotte