BA (Hons)

Digital Marketing

Teaching & Learning

What you'll learn

Explore the issues and practices used in the collection, processing and storage of marketing data to produce information to use in effective decision-making.
Study the tools and techniques available to marketers within the `P' (promotional) section of the marketing mix. You will focus on marketing communications and how different organisations use communications tools in an increasingly complex and dynamic marketing environment. You will study the key theoretical concepts for primary and supporting media communications across a wide variety of tactics.
Learn about the continually evolving digital environment and the relevant skills and tools needed for effective digital marketing. You’ll develop an informed and current view of the dynamics of the digital marketing environment and how it relates to more traditional marketing approaches.
Explore the crucial area of digital marketing. You will study how digital media has historically been used in marketing and understand a variety of concepts, models and theories including web and app paradigms, search engine marketing and digital advertising.
Gain a detailed insight into the world of marketing. Explore a variety of marketing concepts, models and theories and relate them to the profession.
Learn how to successfully implement digital marketing tactics, with a particular focus on digital marketing communication platforms and their integration with the wider marketing mix.
Explore the issues and practices used in the collection, processing and storage of marketing data to produce information to use in effective decision-making.
Study the tools and techniques available to marketers within the `P' (promotional) section of the marketing mix. You will focus on marketing communications and how different organisations use communications tools in an increasingly complex and dynamic marketing environment. You will study the key theoretical concepts for primary and supporting media communications across a wide variety of tactics.
Learn about the continually evolving digital environment and the relevant skills and tools needed for effective digital marketing. You’ll develop an informed and current view of the dynamics of the digital marketing environment and how it relates to more traditional marketing approaches.
Explore the crucial area of digital marketing. You will study how digital media has historically been used in marketing and understand a variety of concepts, models and theories including web and app paradigms, search engine marketing and digital advertising.
Gain a detailed insight into the world of marketing. Explore a variety of marketing concepts, models and theories and relate them to the profession.
Learn how to successfully implement digital marketing tactics, with a particular focus on digital marketing communication platforms and their integration with the wider marketing mix.

What you'll learn

Further develop your knowledge of consumer behaviour theory. You’ll focus on the consumer journey – both online and offline – and how the two modes and relevant touchpoints interact.
Develop knowledge and skills in digital marketing research. You’ll understand how digital marketing research can be used to help create an effective digital marketing plan and support digital marketing decision-making.
Explore marketing planning in a digital context and equips yourself with the knowledge and abilities required to develop effective digital marketing plans. This module will focus on the early stages of the SOSTAC model (Situational Analysis, Objectives and Strategy).
Learn about content marketing and its strategic importance to an organisation. You’ll be given the opportunity both to analyse the content marketing approaches of corporates and develop a content marketing plan for a ‘live’ organisation.
Study the concepts and tools related to web and social media analytics and their importance in developing informed insights into the effectiveness of online marketing activities and customer behaviour.
Study marketing planning in a digital context. You’ll develop the knowledge and skills you’ll need to create effective digital marketing plans.
Further develop your knowledge of consumer behaviour theory. You’ll focus on the consumer journey – both online and offline – and how the two modes and relevant touchpoints interact.
Develop knowledge and skills in digital marketing research. You’ll understand how digital marketing research can be used to help create an effective digital marketing plan and support digital marketing decision-making.
Explore marketing planning in a digital context and equips yourself with the knowledge and abilities required to develop effective digital marketing plans. This module will focus on the early stages of the SOSTAC model (Situational Analysis, Objectives and Strategy).
Learn about content marketing and its strategic importance to an organisation. You’ll be given the opportunity both to analyse the content marketing approaches of corporates and develop a content marketing plan for a ‘live’ organisation.
Study the concepts and tools related to web and social media analytics and their importance in developing informed insights into the effectiveness of online marketing activities and customer behaviour.
Study marketing planning in a digital context. You’ll develop the knowledge and skills you’ll need to create effective digital marketing plans.

What you'll learn

Understand and evaluate the impact that the digital environment has on organisations, their operations, and the knowledge and skills required to optimise digital marketing performance. This module will consider the requirements and behaviour of key stakeholder groups in the context of digital marketing strategy and tactics to support customer-centric optimisation.
This module will present, examine and analyse the varying role of digital marketing metrics within organisations and how the appropriate choice of measurement techniques supports effective strategic decision-making.
Complete a major piece of independent research in the area of digital marketing. You’ll have the option of undertaking academic research in the form of a dissertation, or applied research in the form of a practical research project.
Put into practice some of the theories and models you’ve studied so far. You’ll experience working as part of a small group to undertake a digital marketing project for a client.
Understand and evaluate the impact that the digital environment has on organisations, their operations, and the knowledge and skills required to optimise digital marketing performance. This module will consider the requirements and behaviour of key stakeholder groups in the context of digital marketing strategy and tactics to support customer-centric optimisation.
This module will present, examine and analyse the varying role of digital marketing metrics within organisations and how the appropriate choice of measurement techniques supports effective strategic decision-making.
Complete a major piece of independent research in the area of digital marketing. You’ll have the option of undertaking academic research in the form of a dissertation, or applied research in the form of a practical research project.
Put into practice some of the theories and models you’ve studied so far. You’ll experience working as part of a small group to undertake a digital marketing project for a client.

Option modules may include

Study the broader context of digital. You’ll understand the link between strategy and tactics by developing insight into the actions of organisations responding to marketplace disruption or disruption by design.
Undertake a placement and use the knowledge and skills gained on your course. You’ll put your practical abilities and understanding into practice and enhance your employability.
Explore traditional games journalism, including reviewing, news reporting and feature writing for magazines and websites. You'll also look at emerging reporting on e-sports, a rapidly growing genre that has significant crossover with sports journalism. Developed with advice from industry partners, this module will prepare you for roles in the field of video games journalism, from staff writing to freelance or entrepreneurial posts. You'll learn to produce specialist journalism to the high quality expected in your final year.
Study the broader context of digital. You’ll understand the link between strategy and tactics by developing insight into the actions of organisations responding to marketplace disruption or disruption by design.
Undertake a placement and use the knowledge and skills gained on your course. You’ll put your practical abilities and understanding into practice and enhance your employability.
Explore traditional games journalism, including reviewing, news reporting and feature writing for magazines and websites. You'll also look at emerging reporting on e-sports, a rapidly growing genre that has significant crossover with sports journalism. Developed with advice from industry partners, this module will prepare you for roles in the field of video games journalism, from staff writing to freelance or entrepreneurial posts. You'll learn to produce specialist journalism to the high quality expected in your final year.

This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.

Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.