BA (Hons) Digital Marketing

As with all of our students at Richmond, you’ll have the advantage of being able to study one program and gain two degrees, from the US and the UK, opening up more international career opportunities.

Our program encompasses all aspects of marketing and digital marketing – from market research and consumer behaviour to branding and advertising. Ecommerce and social media are explored in detail, with an examination of their increasingly vital role in the marketing mix.

You will be challenged to think critically and how to negotiate strategies effectively in turbulent times such as Brexit and Covid-19.

On top of all this, you’ll be provided with a solid foundation in general business and management knowledge with a specific focus on digital marketing, both as business strategy and a function.

You will gain an understanding of the many different strands of digital marketing – user channels, stages of the customer journey, how to engage customers, drive traffic to websites, search engine optimisation, paid advertising, how to build a social media following and increase conversion through email sign-up or sales. Whatever your goals, by the end of the program, you’ll be a master of digital marketing – someone who knows how to reach and influence people through multiple digital platforms.

Year 1

Modules

• Foundations of Business
• Functions with Applications
• World of Entrepreneurship
• Foundations of Computer Applications
• Tools for Change
• Research and Writing I

Plus one of the following:

• Visual Thinking
• Narratives of Change

Year 2

Modules

• Managerial Accounting
• Digital Society
• Introduction to Microeconomics
• Introduction to Management
• Probability & Statistics I
• Research and Writing II
• Change in Practice

Plus one of the following:

• Coding, Content and Context I
• Introduction to Programming

Year 3

Modules

• Corporate Finance
• Governance and Sustainability
• Principles of Marketing
• Consumer Behaviour
• Developing and Managing Sales
• Research Methods and Data Analysis

Plus one of the following:

• Data Science
• Coding, Content and Context II
• Advanced Computer Applications in Business

Plus one of the following:

• Service Learning: Digital Collaboration
• Service Learning: Leadership in a Changing World
• Service Learning: Environment and Society
• Service Learning: Global Citizenship and Migration

Year 4

Modules

• Sustainable Strategic Management
• Digital Marketing and Social Media
• Marketing Planning and Strategy
• Advertising and PR Campaigns
• Senior Project in Marketing

Plus one of the following:

• Luxury Brand Management
• Web Design
• Lean Start-up
• Media Ethics and the Law

• Build a comprehensive business understanding which puts marketing and digital technology into context within organisations
• Learn how to leverage digital marketing tools to design and deliver outstanding digital marketing strategies across the campaign lifecycle
• Examine successful global marketing practices and how they can secure a competitive advantage and success for organisations
• From concept to product launch, learn how to position and promote products/services with an extensive analysis of the marketplace and how to engage effectively with a target audience
• Discuss the contemporary debate over marketing ethics, and contrast different ethical approaches to the study of digital marketing