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What makes BA (Hons) Digital Marketing special?

Where do you start if you want to develop a digital marketing strategy? Given the digital revolution facing today’s workforce, digital marketing provides vital skills today for acquiring and retaining customers. This course enables you to step ahead on the route towards digital transformation to support organisational growth. You'll be supported by regular coaching, and our professional network of academic staff, business leaders and the Chartered Management Institute (CMI).

This course has been designed to ensure you have all of the knowledge, skills and expertise to launch yourself as a digital marketing graduate. You'll be well placed to launch yourself as a digital marketing graduate, whether you aspire to work in a marketing role or for a marketing agency.  You will gain subject expertise in marketing with a grounding in contemporary digital issues (such as digital content systems, Ecommerce, social media advertising, digital marketing communications and E-business). You will be able to demonstrate your digital marketing knowledge through active experience such as applied consultancy projects, paid placements, internships, and study abroad. From this active and authentic learning experience you will have the skills to demonstrate that you are a digital native, with creative, customer-oriented and commercially focused skills that are valued by today’s employers.

Certificate in Management and Leadership (a Chartered Management Institute qualification) optionally awarded upon successful completion of the programme, which will greatly impact your long term career aspirations. You will also have access to Associate Membership of the CMI.

Chartered Management Institute logo



Key Features

  • Develop enhanced employability skills through internships, consultancy projects, a one-year paid placement and integrated coaching from experienced marketing and digital business leaders.

  • Grow your experience of working on digital marketing campaigns and developing websites for commercial clients through the Business School's commercial opportunities.

  • Experience international cultures and develop a global mind-set through options to work and study abroad.

  • Dual accredited by the Chartered Management Institute (CMI)
Entry requirements

Entry requirements

UCAS tariff points

Entry Requirements

112 UCAS tariff points (for example, BBC at A Level)

Applicants with no formal qualifications may be considered for Mature Student Entry Routes

T Levels may be used to meet the entry tariff requirements for this course. Find out more about T levels as UCAS tariff points here.

Further information about the UCAS Tariff can be obtained from

Other Information

Students whose first language is not English will be expected to have reached a sufficient standard on admission to the programme (e.g., IELTS of 6.0 of higher or Pearson 59 or 51 or higher in each component). Please note that IELTS exams must be no more than two years old at the start of the course.  

International students must hold a qualification equivalent to the UK standard entry requirements for undergraduate courses. International students can check their qualification with the International Recruitment Team at: 

If you have any questions about entry requirements, please contact the Admissions Office on 01905 855111 or email for advice.

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Course content

Course content

Our courses are informed by research and current developments in the discipline and feedback from students, external examiners and employers. Modules do therefore change periodically in the interests of keeping the course relevant and reflecting best practice. The most up-to-date information will be available to you once you have accepted a place and registered for the course. If there are insufficient numbers of students interested in an optional module, this might not be offered, but we will advise you as soon as possible and help you choose an alternative. 

Year 1


  • Unlocking Individual Potential
  • Customer Insight and Marketing
  • Financial Management
  • Generation Digital


Year 2


  • Unlocking Organisational Potential
  • Integrated Marketing Communications
  • Digital Content Systems and Ecommerce
  • Social Commerce


  • Responsible Business
  • Consultancy & Research Methods
  • Market Insight
  • Essential PR
  • Cultivating the Entrepreneurial Mind-set
  • Life-style Marketing
  • PR and Campaigning
  • Managing Successful Projects
  • New Venture Formation

Optional Placement Year

You can choose to take a placement year and convert your degree to a 4-year sandwich degree by taking a year in industry between your second and final years.

Year 3


  • Digital & Social Media Marketing
  • Advertising & Digital Communications
  • Customer Relationship Management


  • Research Project
  • Consultancy Project
  • International Business Strategy
  • Brand Management
  • The Dark Side of Management
  • International Marketing
  • Digital Business
  • The Next Big Thing
Teaching and assessment

Teaching and assessment

The University places emphasis on enabling you to develop the independent learning capabilities that will equip you for lifelong learning and future employment, as well as academic achievement. A mixture of independent study, teaching, academic support through integrated coaching and the personal academic tutoring system enables you to reflect on progress and build up a profile of skills, achievements and experiences that will enable you to flourish and be successful. 


Students will be taught by a teaching team whose expertise and knowledge are closely matched to the content of the modules on the course. The team includes senior academics, professional practitioners with industry experience and business leaders and employers.  

 Teaching is informed by research and consultancy, and many of the lecturers on the course have a higher education teaching qualification or are Fellows of the Higher Education Academy. Staff profiles can be viewed at the WBS Staff Profile Page.  

Contact time

In a typical week students will have at least 12 contact hours of timetabled teaching(including lectures and seminars/workshops) which will mostly be face-to-face, with some elements of online delivery based on pedagogic needs of each module. At Level 6,if students choose a Research or Consultancy project, they will have guided supervision time (as opposed to contact time in the format of lectures/seminars) with a Project Supervisor. 

Typically class contact time will be structured around:

  • Lectures: delivery of core concepts to a larger group of students
  • Seminars: the opportunity to engage in group discussion of module concepts, to practise group facilitation, presentation, communication and listening skills, and for application of learning within practical activities such as applying digital tools within business contexts
  • Guest lectures: Visiting speakers and opportunities to visit other settings are usually regular features of the course.

Typically, this is a mix of either a 1-hour lecture and a 2-hour seminar, or a 1.5-hourlecture, and a 1.5-hour seminar, or 2 x 1.5 hour combined lecture/seminar.

Independent self study

In addition to the contact time, full-time students are expected to undertake around 24 hours of personal self-study per week, plus additional preparation for assessments and examinations. Typically, this will involve meeting with individual tutors to discuss progress and feedback, completing online activities, reading journal articles and books, working on individual and group projects, undertaking research in the library and online. In addition to this, students will spend time sharing ideas with fellow students, taking part in extra-curricular learning activities, and engaging with external employers.

Independent learning is supported by a range of excellent learning facilities, including the Hive and library resources, the virtual learning environment, and extensive electronic learning resources as well as our network of employers and entrepreneurs.


  • 3 years full-time
  • 4-6 years part-time
  • 4 years full-time including one year placement.


The course provides opportunities to test understanding and learning informally through the completion of practice or ‘formative’ assignments. Each module has one or more formal or ‘summative’ assessment which is graded and counts towards the overall module grade. 

Assessment methods include reports, practical artefact portfolios, reflective portfolios, exams, and presentations. 

The precise assessment requirements for an individual student in an academic year will vary according to the mandatory and optional modules taken, but a typical formal summative assessment pattern for each year of the course is:

Year 1

  • 1 x 4000-word Reflective Portfolio
  • 1 x 2500-word Report and 15min Group Poster Presentation
  • 1 x 2hr Examination1 x 2000-word Report and Practical [Digital] Artefact
  • 1 x Practical Artefact and Group Project (Presentation and Poster)

Year 2

  • 1 x 2000-word Reflective Portfolio and 2000-word written assignment
  • 1 x 1000-word (equiv.) Individual Presentation and 3000-word Marketing Communications plan
  • 1 x Portfolio with E-commerce artefact and written piece
  • 1 x Portfolio with Social Commerce artefact and written piece
  • 1 x 3000-Word Reflection and Report
  • 1 x Presentation and Business Plan

Year 3

  • 1 x 1500-word portfolio and social media campaign and 2500-word report
  • 1 x 1500-word report, 7-minute presentation and creative portfolio
  • 2 x 3000-word individual report
  • 1 x Practical Portfolio [artefact] 


You will receive feedback on practice assessments and on formal assessments undertaken by coursework. Feedback on examination performance is available upon request from the module leader. Feedback is intended to support learning and you are encouraged to discuss it with personal academic tutors and module tutors as appropriate.

We aim to provide you with feedback on formal course work assessments within 20 working days of hand-in.

Programme Specification

For comprehensive details on the aims and intended learning outcomes of the course, and the means by which these are achieved through learning, teaching and assessment, please download the latest programme specification document.

Meet the team

You will be taught by a teaching team whose expertise and knowledge are closely matched to the content of the modules on the course. The team includes senior academics, professional practitioners with industry experience and business leaders and employers.

Teaching is informed by the research and consultancy work carried out by staff and you can learn more about the staff by visiting our staff profiles. Here are a few of the current members of the department who teach on this course:

Ria Wiid smiling at camera

Dr Ria Wiid

Before embarking on an academic career Ria worked in both corporate and entrepreneurial roles in the Information Technology, Distribution, Hospitality and Financial Services industries. She has extensive experience in strategic marketing, strategy planning, customer value management, customer engagement, direct marketing, and change management and several business start-ups, including a social enterprise.

Ria teaches undergraduate students on a variety of subjects in the field of digital marketing and integrated marketing communications. She also teaches in research methodology and supervises masters and doctoral students. Ria is an active researcher and member of the Managing Operations Risk and Sustainability (MORS) and Customer Interaction (CI) research groups.

Dr Helen Watts 2

Dr Helen Watts

Helen is a Principal Lecturer in Business, and teaches marketing, consumer psychology, consumer behaviour, and research methods (quantitative, qualitative, mixed), as well as supervising and examining research students at various levels (UG/PG/DBA/PhD). Helen has achieved Chartership in Occupational Psychology, and holds a PhD in Customer Membership Retention giving her professional and academic expertise in both occupational and consumer psychology.

Outside of academia, Helen has conducted numerous contract research projects with high profile membership organisations, researching membership perceptions, satisfaction and loyalty, and has worked as an associate for various consultancies helping HR managers to improve their business processes in relation to retention, selection and assessment, psychometric testing (personality, ability), talent management, learning and development, outplacement and research.

Joanne Law

Joanne Law

Joanne is a lecturer in E-Business and a Fellow of the Higher Education Academy. She has a background in both Computing and Business and has taught subjects relating to both areas, at Worcester, since 2015. Joanne has a keen interest for technology and how to provide innovative solutions for business impact. She also has an interest in how technology can enhance the learning and teaching experience. Joanne is currently researching in the field of open-source intelligence, specifically in relation to screening practices.



This degree will prepare you to work on either the client or agency side of the digital marketing industry as well as offering prospects for larger corporate organisations looking for skillsets to support their digital transformation. A wide range of roles exist in this sector, including:

  • Advertising account executive
  • Market researcher
  • Social Media manager
  • Digital Marketing executive
  • Media buyer/ planner
  • Public affairs consultant
  • PR executive
  • Sales promotion officer

Fees and funding

Full-time tuition fees

UK and EU students

The standard fee for full-time home and EU undergraduate students enrolling on BA/BSc/LLB degrees and FdA/FdSc degrees in the 2024/25 academic year is £9,250 per year.

For more details, please visit our course fees page.

International students

The standard tuition fee for full-time international students enrolling on BA/BSc/LLB degrees and FdA/FdSc degrees in the 2024/25 academic year is £16,200 per year.

For more details, please visit our course fees page.

Part-time tuition fees

UK and EU students

The standard tuition fees for part-time UK and EU students enrolling on BA/BSc/LLB degrees and FdA/FdSc degrees in the academic year 2024/25 are £1,156 per 15-credit module, £1,542 per 20-credit module, £2,312 per 30-credit module, £3,083 per 40-credit module, £3,469 per 45-credit module and £4,625 per 60 credit module.

For more details, please visit our course fees page.

Course-related costs not included in the fees

Every course has day-to-day costs for basic books, stationery, printing and photocopying. The amounts vary between courses.

If you decide to take up the optional placement year accommodation and travel costs may be incurred dependent on location of placement. As placements are paid by the employer at minimum wage plus these costs can be covered by the student's wage. During this year you will pay 10% of normal academic fees to the University. You are provided with a placement tutor, and have access to the advice of the full placement team, as well as all University student support and services. You may need to pay for an Enhanced Disclosure & Barring Service (DBS) check for your placement.

There are also occasional trips which may require you to incur travel costs.

There may be a charge for membership of professional bodies


Finding the right accommodation is paramount to your university experience. Our halls of residence are home to friendly student communities, making them great places to live and study.

We have over 1,000 rooms across our range of student halls. With rooms to suit every budget and need, from our 'Chestnut Halls' at £131 per week to 'Oak Halls' at £221 per week (2024/25 prices).

For full details visit our accommodation page.

How to apply

How to apply

Applying through UCAS

Digital Marketing BA (Hons) - NPDM
Digital Marketing (Placement Year) BA (Hons) - 4 Year - NPDN

UCAS is the central organisation through which applications are processed for entry onto full-time undergraduate courses in Higher Education in the UK.

Read our How to apply pages for more information on applying and to find out what happens to your application.

UCAS Codes

Digital Marketing BA (Hons) - NPDM

Apply via UCAS

Digital Marketing (Placement Year) BA (Hons) - 4 Year - NPDN

Apply via UCAS

Get in touch

John Gardener

Admissions Tutor


Admissions Office