Digital Marketing BA Honours

Digital marketing skills are in big demand: the growth of the digital economy is prompting more companies to seek new competitive advantages in the digital space in search of new ways to use technology to create new value in business models, customer experiences and core operations.

Driven by the industry need for creative digital technologists, this course aims to develop ‘work ready’ graduates with a combination of skills, practical experience and knowledge in content creation, marketing communications, strategy, data and analytics.

During your study, just as you would in the workplace, you will take the lead on the creation and execution of a digital marketing strategy, identifying business opportunities and customer needs using digital channels including social media, websites, email and content. This will help you stand out when applying for competitive jobs in-house or with marketing agencies.

The course prepares you for a wide range of digital marketing jobs in video/audio production, interactive technology, mobile marketing, search engine optimisation (SEO), search engine marketing (SEM), social media, marketing automation, content management and curation, web design and development and web analytics.

Alternatively, you may choose to study for a higher degree, including the Marketing Communications MA/MSc, the Marketing Management MA/MSc or the Digital Business MSc, as well as pursuing your continued professional development.

The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.

• Build connections
  Build connections with peers and future business leaders.
• Learn the art of self-development
  Learn the art of self-improvement and how to treat inevitable failure as an opportunity for reflection and betterment.
• Develop your CQ
  Develop your cultural intelligence by studying alongside over 100 nationalities.

Industry links

Many of the staff who currently teach on this course have extensive professional experience in a range of business sectors, and many maintain links with the industry through consultancy and training work.

The teaching team has a wide experience in digital marketing, including website design and management, search engine optimisation, content creation, digital media production, database systems, customer relationship management, experiential marketing and marketing communications. Their research interests include social networks, social influence, entrepreneurship and innovation.

Through our Alumni Voices series, you’ll also hear from former postgraduate marketing students who will share experiences, including those who work for global media groups or have established their own marketing consultancies.

Job roles

This course will prepare you for a wide variety of roles, such as:

• Content marketing executive
• Digital marketing account manager
• Digital marketing analyst
• Digital marketing campaign manager
• Digital marketing manager
• Digital producer
• Display advertising executive
• E-commerce marketing specialist
• Pay-per-click analyst
• Programmatic executive
• Search engine optimisation executive
• Social media specialist

Westminster Employability Award

Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.

The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities.

Activities might include gaining experience through a part-time job or placement, signing up for a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.

The course is designed to meet industry needs in combining user-centred, creative, media and marketing communications with strategic marketing, analysis and management. It covers understanding digital consumer behaviour; developing digital and channel marketing strategies; employing digital tactics, tools and channels; and applying data-led approaches to planning, measurement and analysis.

The following subjects are indicative of what you will study in this course.

Year 1

In your first year, you begin by studying the fundamentals of marketing and buyer behaviour to provide you with the key concepts alongside professional development for marketers, to introduce you to employability through work-based learning.

The second semester introduces you to web design and content creation, where you will learn key digital skills and digital marketing enterprise and innovation, which considers the disruptive potential of digital. You can tailor your course by choosing an elective.

Subjects of study include:

• Fundamentals of Marketing
• Understanding of Marketing
• Digital Marketing Essentials
• Web Design and Content Creation
• Digital Marketing Enterprise and Innovation

Credit Level 4

Year 2

The second year starts with marketing metrics where you learn how to measure performance, social media marketing and digital marketing communications and channel optimisation. The focus here is on using digital tools and media to communicate with and engage your audience. The Consumer insights module helps you further understand customer needs and your interests can guide your choice of two optional/elective modules.

Subjects of study include:

• Marketing B2B
• Social Media Marketing
• Digital Marketing Communications and Channel Optimisation
• Consumer Insights
• Search Marketing
• Global Consumer Engagement
• Data Analytics
• WBS Study Abroad Experience
• WBS Work Experience
• Convergent Media
• Ethics and Social Responsibility in Markteting

Credit Level 5

Placement Year

Between Years 2 and 3 (levels 5 and 6), you may choose to undertake either a professional placement year in the UK or an international experience year.

Professional Placement Year

You’ll have the option to take a placement year in industry in the UK. During the year, you’ll identify skills’ goals to work towards achieving whilst on placement; carry out research to develop an awareness of the business sector you are working in, using a range of data sources; familiarise yourself with a range of employer branding techniques in recruitment and analyse contemporary selection techniques.

International Experience Year

Alternatively, you may choose to undertake an international experience year at one of our partner overseas institutions. During the year, you’ll study and reside in the country of a host institution. The content of your study is agreed through a Learning Agreement between you, the home institution and Westminster Business School.

Year 3

In your final year, you build on your knowledge of metrics to focus on marketing analytics, here you’ll learn how to measure traffic to your website, identify your ‘sticky content’ and see how engaged your audience is. Digital marketing strategy and planning considers the integration of digital technologies and tools within marketing planning and the impact of disruptive business modes. Again, you can shape your learning with two option/elective modules. The final project allows you to play to your strengths and what interests you most, choosing either a dissertation or consultancy report. This could be anything from creating a video or digital campaign to focusing on the analytics of a specific website, for example, to understand what content works best, examine the way users browse the site and what incentivises them to stay longer.

Subjects of study include:

• New Product Development
• Digital Marketing Strategy and Planning
• Final Major Project
• Customer Relationship Management
• Global Marketing Management
• Managing Brands
• Destination Culture and Heritage Marketing
• Sustainability Marketing

Credit Level 6

International Opportunities

Many of our courses offer international study and work experiences, and the University provides other global opportunities that all students can apply for - so whatever you're studying, you'll have the chance to go abroad.

Opportunities could include:

• Taking part in a semester or year-long exchanges at institutions around the world
• Attending an international summer school or field trip
• Developing your CV through volunteering or work placements abroad

International experience broadens horizons, boosts self-confidence, and improves global understanding, alongside being fantastic for your career.