"Due to the ongoing Coronavirus pandemic, examinations may be replaced by an alternative form of assessment during the academic year 2021/2022. Please refer to the Programme Specification on these pages for further details."
Why choose this course?
Are you looking to explore the latest in contemporary marketing strategy and techniques, with a focus on employability and entrepreneurship? If so, this newly updated course is the one for you.
You’ll gain valuable digital skills in content creation alongside practical industry experience through live projects, industry speakers, events and employability modules. You’ll benefit from our strong links with the Chartered Institute of Marketing (C.I.M.); the Business School is a C.I.M. Strategic Partner and hosts the regional C.I.M. Club. Learning for professional qualifications is embedded into the curriculum, with the chance to gain a professional C.I.M. qualification within the first year and additional C.I.M. qualifications during the second and final years.
This programme will give you the knowledge and understanding necessary for a career in marketing management, product management, service delivery, or marketing insight. Plus, you’ll gain the practical skills essential for an increasingly digital landscape. Each level includes modules that build on each other in the fields of marketing, communications, data/insights and employability.
There’s a strong emphasis on data analysis and entrepreneurship. Maybe we’ll inspire you to set up your own company? Or maybe you already have an idea that just needs a push to get it off the ground? If so, you could enter our ‘Flare Ignite’ competition. Each year, this project offers budding entrepreneurs training and support and prize money too (to the winning pitch), to help make ideas a reality.
What's the course about?
This course uses a mix of teaching methods, including software and practical workshops, lectures, tutorials, individual coursework and group work. You’ll learn through experiential learning and through live business projects and field trips. Knowledge is enhanced through engagement with the wider Hertfordshire Business School (H.B.S.) research community. The study includes blended learning materials, such as online modules and recorded lectures to enable flexibility for students’ learning needs.
You’ll be assessed through a wide variety of assessment types designed with employability and academic skills in mind. There will be a wide mix of assessments including the production of digital artefacts, projects, portfolios, pitches and opinion pieces, as well as the more traditional essays, reports and exams.
Your first year focuses on the basics including understanding the Principles of Marketing, the Business Environment, an Introduction to Marketing Communications and Understanding Data. Digital marketing modules include Content Creation and an overview of the Digital Landscape. The study will be underpinned with Essential Skills in Marketing and you’ll start to plan your career through Preparing for Professional Success.
The first year is the same as B.A. (Hons) Advertising and Digital Marketing, offering you the opportunity to swap between these two degrees at the end of the first year.
In the second year, you’ll deepen your critical and analytical skills through studying Marketing, Insight, Analysis and Planning and Consumer Behaviour. You’ll delve deeper into the digital world through Digital Marketing in Practice as well as the increasingly important Social Media and Social Influence. You’ll be introduced to entrepreneurship through Innovation and Business Model Design. Employability skills will be further enhanced through proactively Working in Industry and learning about Managing Marketing Professionals. The study of Marketing Research is especially useful if you wish to undertake a Dissertation in the final year.
Work placement/study abroad option: Between your second and final year, you’ll have the option to study abroad or do a work placement for up to a year. Not only will this give you an amazing experience to talk about but will also give your CV a boost. The University actively encourages and supports students through the Careers and Placements Office and the Hertfordshire Business School Employability Team.  Students who gain experience through an Internship may also have the opportunity to have this recognised in their degree title. If you’d rather go straight to your final year, that’s absolutely fine too.
In the final year, you’ll personalise your experience by choosing either a 30 credit Dissertation or Industry Project, honing in on what interests you most. As an alternative to Dissertation or Industry Project, you can study two single semester modules: Digital Economy and Integrated Marketing Communications. At this level you will develop your strategic thinking through Strategic Product Management, Branding and Communications Strategy, and Global Marketing. You’ll continue to explore data through Data-Driven Marketing Decisions and entrepreneurship through Digital Venture Creation. Whether you want to work in industry, not-for-profit organisations or set up your own business, you will benefit from the latest contemporary thinking in The Future of Marketing.
Your main campus is de Havilland
You’ll share this campus with students from business, law, sport, education, and humanities subjects. The student housing is close to our Sports Village which includes a gym, swimming pool and climbing wall. You can get breakfast, lunch, or dinner in our on-campus restaurant or bar (in the newly built Enterprise Hub) on days you don’t feel like cooking. You can also use the common room to play pool, video games or just to hang out with friends.  Our Learning Resources Centres are open 24/7, which means you can study whenever suits you best. Want to pop over to the other campus? You can take the free shuttle bus or walk there in just 15 minutes.
This course includes the options of: