Advertising & Digital Marketing BA (Hons)

Course Content

• Course Details

  The advertising industry has been transformed by the digital and social media revolution. From start-ups to big businesses, from social enterprises to charities and the public sector, this discipline offers careers in a wide range of industry sectors.

  Experiences are at the heart of our advertising degree. As well as regular guest speakers and industry visits, we work on real projects with real marketing budgets. We operate as a marketing department from the first year. Typically, you will be set a brief and then develop and pitch your concept. You will work within brand guidelines, often appointing suppliers, like photographers or design agencies, to deliver your project.

  Creative Practical Experiences

  Each year we seek out marketing communications projects which give our students interesting practical challenges to work on. This year we have been designing and building Virtual Reality scenarios and working with 360° filming as part of a campaign for the Fire & Rescue Service.

  

  Another campaign saw the students working on a cup recycling campaign with a £70K budget. They collaborated with the hospital, theatre, shopping centre and railway station and our own sustainability team on campus. The initiative won an Investors in the Environment award and is a finalist in the Green Gowns Awards (Student Engagement category). To find out more, check out the story of the Up for the Cup project.

  Our final year Advertising & Digital Marketing Degree Students worked alongside the University of Northampton Marketing department for a week. This allowed them to gain valuable hands-on experience. Find out how they got on when they took over the University’s social media platforms in a ‘Student Takeover’, gaining valuable hands-on experience.

  Digital Northampton

  As a digital marketing and advertising student, you have an opportunity to become involved in activities and events organised by Digital Northants, which can help enhance your studies and build connections with employers. Digital Northants is a collaboration between local digital businesses, the University of Northampton and local councils, designed to support the digital innovation in the region.

  The Digital Northampton Podcast is created at the University and is produced and hosted by Ken Punter, Lecturer in Digital Marketing. It covers a range of subjects, primarily focusing on digital marketing and communications. Students can learn more about podcasting and creating digital content when choosing from our wide range of optional modules on offer.

  Listen to The Digital Northampton Podcast now! You can also find the podcast on Spotify by searching for ‘The Digital Northampton Podcast’.

  List of Modules

  The below modules are for the 3 year BA Advertising & Digital Marketing degree. For the Foundation Study Year modules please see the BA Advertising & Digital Marketing Foundation Year award map.

  Please note the modules shown here relate to the academic year 24/25. The modules relating to the academic year 25/26 will be available from June 2025.

  • Stage 1
    • Foundations of Marketing (20 Credits)
      Module code: MKT1001

      Status: Compulsory
      The purpose of this module is to introduce the concept of marketing to students. To explain what marketing is and to show the way in which marketing impacts on organisations, customers and other stakeholders. The idea of ?creating value? is central to a marketing orientation and this module seeks to explain what this means in a rapidly changing external environment..
    • Introduction to Marketing Communications (20 Credits)
      Module code: MKT1002

      Status: Compulsory
      The purpose of this module is to provide students with an opportunity to explore current and emerging practices in marketing communications across a range of industries and sectors.
    • Foundations of Advertising Media (20 Credits)
      Module code: MKT1018

      Status: Compulsory
      The purpose of this module is to provide an opportunity for students to learn about a variety of advertising media such as Television, Radio and Out of Homeand develop an understanding of the key concepts around media selection, audiences and buying.Students will go on to experience the challenge of creating a campaign, with particular focus on the creative thinking and project management, essential for an advertising environment.
    • Digital Marketing Essentials (20 Credits)
      Module code: MKT1029

      Status: Compulsory
      This module provides students with a foundation in digital marketing. Students will explore the promotional and brand-community aspects of the discipline via social media platforms and promotional content. They will also develop the skills and knowledge to develop plans, going on to create a digital marketing campaign, selecting the right combination of tools to achieve specific, commercial objectives.
    • Understanding Consumers (20 Credits)
      Module code: MKT1030

      Status: Compulsory
      The purpose of this module is to provide an overview of the importance of consumer behaviour and the relationship between understanding consumers and its impact on business. This module will focus on understanding the basis for consumer behaviour, and the importance to marketers in understanding the factors that affect it, including psychological, personal, social and technological factors.
    • Professional Skills for Marketing Practice (20 Credits)
      Module code: MKT1047

      Status: Compulsory
      In this module students will develop practical real-life skills required by professional marketers. There is a strong focus on market research, business environment, communication skills, creativity, academic and professional integrity. Students will also develop numeracy skills required of a marketing professional and apply relevant tools and techniques in a marketing context.
  • Stage 2
    • Brand Management (20 Credits)
      Module code: MKT2006

      Status: Designate
      The purpose of this module is to explore the concepts and practice of branding and strategic brand management by providing a framework for comprehensive analysis and reflection.
    • E-Marketing (20 Credits)
      Module code: MKT2009

      Status: Compulsory
      This module will review the customer journey in a fragmented media and device environment, and will examine the new role of the customer in a world where customers can communicate with brands and other customers. We will explore ecommerce and review essential evaluation methods and tools. This module will also provide students with the opportunity to experiment with digital marketing tools to improve their employabilty. Drawing on scholarly research, as well as current business practice, we will examine, analyse and evaluate the most important marketing issues facing companies today who wish to succeed in this dynamic new digital environment.
    • Integrated Marketing Communications (20 Credits)
      Module code: MKT2011

      Status: Compulsory
      The purpose of this module is to develop an understanding of Integrated Marketing Communications theory, and the scope of the integrated communication process in practice as both a philosophy and as a process model. More specifically, the module outlines an outside-in approach that is important to understand and appreciate the context of communication to consumers and stakeholders. It examines methods for creating an insightful overview of the target audience both internally and externally, and investigates key influences for building effective engagement through integrated marketing communications.
    • Public Relations Management and Practice (20 Credits)
      Module code: MKT2012

      Status: Designate
      The purpose of this module is to explore a range of PR management tools and techniques across the exciting and diverse PR industry. Students will learn about the function of PR as part of integrated marketing communications, as well as examining the role of PR within crisis management, event management, the not-for-profit sector, public affairs, and internal and external communications.
    • Professional Practice for the Creative Industries (20 Credits)
      Module code: MKT2020

      Status: Compulsory
      This module will focus on developing students' commercial awareness within the context of the creative industries through the use of academic and practioner sources. Students will be provided with the opportunity to evaluate the interface between academic sources and application in practice, through research and networking activities.
    • Managing the Communications Process (20 Credits)
      Module code: MKT2050

      Status: Compulsory
      The purpose of this module is to focus on the process of campaign planning and execution for an Advertising / Marketing Communications application. This will involve undertaking `problem-based? projects and selecting messages, tools and media appropriate for an effective campaign. Students will experience managing the communications project from concept to content production.
    • Marketing Research and Insight (20 Credits)
      Module code: MKT2059

      Status: Compulsory
      The purpose of this module is to enable students to develop a detailed understanding of the way in which research informs a range of key marketing decisions. Students will explore the concepts and practice of marketing research, developing both a methodological understanding and the practical skills required to locate, gather, interpret and apply relevant data to marketing problems and to gain marketing insight
  • Stage 3
    • Advertising Consultancy Project (40 Credits)
      Module code: MKT3036

      Status: Designate
      Students will learn how to formulate, implement, and manage client based integrated advertising and brand communication projects. Students will create an integrated marketing communications plan that responds appropriately to an external agency client brief and is of an industry standard.
    • Issues in Advertising Practice (20 Credits)
      Module code: MKT3037

      Status: Compulsory
      This module explores current trends and challenges in advertising, with a view to developing a point of view on key issues and a working understanding of the regulations and codes of conduct governing the industry.Topics such as stereotyping, sustainability, consumer power and ethics will be tackled from both a consumer and an industry perspective.
    • Content Creation for Marketing (20 Credits)
      Module code: MKT3046

      Status: Designate
      The purpose of this module is to focus on the development and building of professionally relevant content on a variety of platforms which will enable the student to develop skills in real time, relevant marketing communications and content creation.The creation of content will be linked to relevant academic theory in communication and visual language which will underpin the student?s choices.
    • Digital Entrepreneur (20 Credits)
      Module code: MKT3049

      Status: Designate
      To remain competitive in today's digital world, businesses need to move fast. Digital entrepreneurship module will focus on issues related to creating and doing business in the Digital Era. Main emphasis of the module is on practical aspects of digital entrepreneurship, including digital entrepreneurship skills, tools, practices and processes.
    • Consumerism and Sustainability (20 Credits)
      Module code: MKT3051

      Status: Designate
      This module will cover issues relating to consumer behaviour in the globalised marketplace that defines the world today. Issues that will be covered will include the emergence of a consumer culture, the `cult of consumerism? and its effects on the planet. Topics including the ecological footprint of consumers, sustainable marketing, ethical issues in marketing, social marketing will be viewed in the context of the development of consumer desire and the growth of consumerism and its impact on the environment.
    • Business-to-Business (B2B) Marketing (20 Credits)
      Module code: MKT3056

      Status: Designate
      The purpose of this module is to enable students to understand and evaluate how the Marketing concepts are applied in the Business-to-Business market. The module also introduces the use of analytical models to evaluate the various stages of an effective marketing process. This will allow students to further develop their critical thinking skills by using the models for evaluating the implications ot their variables, benefits and limitations and how to reach advantageous relationships with customers. The module considers key basic marketing analytics concepts and models, and facilitate their application to the B2B context through a mediation between theory and reflections on significant case studies for enabling the learning in practice.
    • Marketing Dissertation (40 Credits)
      Module code: MKT4001

      Status: Designate
      The overall aim of the module is to develop advanced personal scholarship skills and subject knowledge through the design and conduct of an independent piece of academically rigorous research.
    • Research Project (20 Credits)
      Module code: MKT4002

      Status: Designate
      The purpose of this module is to provide students with an opportunity to carry out an investigation of a current industry or market sector topic or issue that is relevant to their degree or professional development. This will typically result in the identification of a problem, trend or research issue that is subsequently examined during the project. Students apply relevant academic or marketing concepts to structure their investigation and to communicate their analysis.

  What you will learn

  In addition to providing great learning experiences, our Digital Marketing and Advertising Degree examines the fundamental areas of thought leadership in advertising and marketing communication. A good grounding in branding, public relations and a degree in digital marketing will underpin your future career.

  You will study all the elements of marketing communications including interactive and e-marketing, sales promotion, marketing research and sponsorship. You will learn about the theory and practice of the tools. You’ll obtain the skills required to work in the industry, on both the client and the agency side. Creativity is of critical importance to communications, and you are taught an appreciation of creativity. This will enable you to recognise good work, and also techniques to develop your own creative skill set.

  Advertising, particularly when executed via digital media channels is more measurable than ever before. The availability of what the industry calls ‘big data’ to analyse what we consume, see, buy, think, like and believe means that research metrics will inform every marketing campaign. You will also develop the skills to work with customer insight information and artificial intelligence tools during this advertising and digital marketing degree.

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• Professional Body

  Our Digital Marketing & Advertising degree has gained accreditation from the Digital Marketing Institute. This means that as well as your degree in digital marketing, you will now be awarded an Associate level Certification from the DMI based on UON assessments (no extra tests).

  You will also become a DMI Power Member for the last two years. This gives you access to over 1200 pieces of unique content including videos, tools, webinars and templates. These are created and curated by some of the world’s leading subject matter experts. If you plan to study for a Digital Marketing degree with us, you have the added benefit of knowing that your course has been approved by an internationally recognised global certification provider. DMI certification is recognised by the world’s leading employers and will help you get the job you want.

  

   

  Adobe Creative Cloud

  If you plan to take your career in a Content Creation route, our research shows that Adobe tools such as Photoshop and Illustrator can be both helpful and a requirement for some roles. We make this software available for students on this course, and you will have plenty of opportunities to use them if you wish.

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• Student Perks

  At the University of Northampton, everything we do, from funded trips to paid internships, is to give you everything you need to make a difference when you leave.

  If you join our full-time BA Advertising & Digital Marketing degree at Northampton, you will receive a laptop when your course begins*. The laptops are built to a bespoke custom specification ideal for use in the seminar room, collaborative group work or studying at home.

  Whatever your ambitions, we’re here to help you to achieve them. We’ll support you to identify the skills you’re learning during your course, find your strengths and secure practical experience so that when it comes to applying for jobs or further study you’ll feel confident in standing out from the crowd. We’ve created the Northampton Employment Promise because we are so confident that if you focus on your studies and complete one of our awards you’ll be highly employable by the time you graduate. Putting you in a great position to secure employment or continue your studies.

  To check out the full list of perks, visit our Student Perks page or dedicated International Perks page.

  *UK fee payers only (see Terms and Conditions for further details).

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• Integrated Foundation Year

  The Integrated Foundation Year (IFY) offers a new and exciting route into studying for a degree in digital marketing, attracting ambitious and driven students who are willing to learn and advance.

  If you have non-standard qualifications or do not quite meet the admissions requirements for the Advertising & Digital Marketing degree, we can offer you a fantastic opportunity to study a four year Marketing programme that includes an Integrated Foundation Year. The Integrated Foundation Year will help you develop the theoretical/practical and academic skills you need, in order to successfully progress to the full award.

  Our four-year courses will enable you to successfully follow the degree pathway of your choice while gaining essential study skills. The foundation year of your chosen degree will be studied on a full-time basis and is aimed at supporting the transition to higher education. Years two, three and four are then studied as a standard degree programme.

  Please see our Integrated Foundation Year page for more details.

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• Optional Work Placement Year

  The optional placement year enables you to put into practice what you have learned on your degree and gain practical industry experience. Your Advertising & Digital Marketing degree is extended to four years and the placement is undertaken at the end of your penultimate year, this is for one year (48 weeks) and paid. If you meet the entry criteria, and choose to take up a placement year, you will find it an invaluable experience that helps you to apply your learning in your final year and prepares you for your career. We offer a lot of support in helping you to find a placement, which can be in the UK or overseas.

  Where have previous Advertising and Digital Marketing students worked during their placement year?

  • Rolls Royce
  • Jaguar Land Rover
  • Stanley Black & Decker
  • Wonderbly
  • Cummins
  • Oracle
  • 123 Internet
  • Disney

  Hear from previous Advertising and Digital Marketing students about their placement experience

  • Tobias Sutton

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• FAQs

  How will I learn?

  Throughout our Digital Marketing and Advertising degree, you can expect taught study to be a combination of lectures, seminars and workshops. This is usually for 12 hours per week. We recommend that you spend 24 hours per week in self-directed study time.

  How will I be assessed?

  A variety of individual and group-based assessments are used. This includes reports, presentations, posters, e-portfolios, projects, client briefs, multiple-choice tests and examinations.

  Are there any special features for the advertising and digital marketing course?

  • Many of our students choose to undertake work placements of around 4-5 months’ duration in the summer break or work on internships a couple of days each week
  • There are numerous opportunities for work experience
  • We are building a student community and encouraging cross-year collaboration using social media. You can see our students talking about their work on Instagram and on our student blog
  • Input from industry professionals including guest speakers, live client projects, making pitches to real clients and agency staff.

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