Skip to content


What makes BA (Hons) Digital Marketing special?

Where do you start if you want to develop a digital marketing strategy? Given the digital revolution facing today’s workforce, digital marketing provides vital skills today for acquiring and retaining customers. This course enables you to step ahead on the route towards digital transformation to support organisational growth. You'll be supported by regular coaching, and our professional network of academic staff, business leaders and the Chartered Management Institute (CMI).

This course has been designed to ensure you have all of the knowledge, skills and expertise to launch yourself as a digital marketing graduate. You'll be well placed to launch yourself as a digital marketing graduate, whether you aspire to work in a marketing role or for a marketing agency.  You will gain subject expertise in marketing with a grounding in contemporary digital issues (such as digital content systems, Ecommerce, social media advertising, digital marketing communications and E-business). You will be able to demonstrate your digital marketing knowledge through active experience, such as applied consultancy projects, paid placements, internships, and study abroad. From this active and authentic learning experience you will have the skills to demonstrate that you are a digital native, with creative, customer-oriented and commercially focused skills that are valued by today’s employers.

This course is subject to approval

It’s not too late to study with us this September. Join us through Clearing and we’ll guarantee you university-managed accommodation.



Key Features

  • Develop enhanced employability skills through internships, consultancy projects, a one-year paid placement and integrated coaching from experienced marketing and digital business leaders.

  • Grow your experience of working on digital marketing campaigns and developing websites for commercial clients through the Business School's commercial opportunities.

  • Experience international cultures and develop a global mind-set through options to work and study abroad.

  • Dual accredited by the Chartered Management Institute (CMI)
Entry requirements

What qualifications will you need?

UCAS tariff points

Entry Requirements

112 UCAS tariff points (for example, BBC at A Level), plus GCSE English and Maths at Grade C / 4 or above

Applicants with no formal qualifications may be considered for Mature Student Entry Routes

Other Information

If you have any questions about entry requirements, please contact the Admissions Office on 01905 855111 or email for advice.

Further information about the UCAS Tariff can be obtained from

Visitors at a University of Worcester open day

Book your place at an Open Day

Want to know why so many students love living and studying in Worcester?

Our Open Days are the perfect way to find out.

Book your place
Course content

What will you study?

Our courses are informed by research and current developments in the discipline and feedback from students, external examiners and employers. Modules do therefore change periodically in the interests of keeping the course relevant and reflecting best practice. The most up-to-date information will be available to you once you have accepted a place and registered for the course. If there are insufficient numbers of students interested in an optional module, this might not be offered, but we will advise you as soon as possible and help you choose an alternative. 

Year 1


  • Unlocking Individual Potential
  • Customer Insight and Marketing
  • Financial Management
  • Generation Digital


Year 2


  • Unlocking Organisational Potential
  • Integrated Marketing Communications
  • Digital Content Systems and Ecommerce
  • Social Commerce


  • Responsible Business
  • Consultancy & Research Methods
  • Market Insight
  • Essential PR
  • Cultivating the Entrepreneurial Mind-set
  • Life-style Marketing
  • PR and Campaigning
  • Managing Successful Projects
  • New Venture Formation

Optional Placement Year

You can choose to take a placement year and convert your degree to a 4-year sandwich degree by taking a year in industry between your second and final years.

Year 3


  • Digital & Social Media Marketing
  • Advertising & Digital Communications
  • Customer Relationship Management


  • Consultancy Project
  • International Business Strategy
  • Research Project
  • Brand Management
  • Digital Business
  • International Marketing
  • The Next Big Thing
Teaching and assessment

How will you be taught?

The University places emphasis on enabling you to develop the independent learning capabilities that will equip you for lifelong learning and future employment, as well as academic achievement. A mixture of independent study, teaching, academic support through integrated coaching and the personal academic tutoring system enables you to reflect on progress and build up a profile of skills, achievements and experiences that will enable you to flourish and be successful.


You are taught through a combination of interactive workshops, lectures, seminars, laboratory practical sessions, fieldwork, practical activities, etc. Interactive workshops take a variety of formats and are intended to enable the application of learning through discussion and small group activities. Seminars enable the discussion and development of understanding of topics covered in lectures, and laboratory practical sessions are focused on developing subject specific digital skills and applied individual and group project work.  As this is a ‘digital-focused’ programme, there will be particular teaching focus on delivery using digital technologies, drawn from the latest web-based platforms and digital apps.

In addition, meetings (both individual and group) with personal academic tutors are scheduled throughout the academic year. There is an opportunity to undertake a year-long placement in the third year of the course, supervised by a work-based mentor and a University tutor.

Contact time

In a typical week there will be at least 12 hours of timetabled teaching in lectures, seminars, and small-group work. The precise contact hours will depend on the optional modules selected. There is the option to complete a Research or Consultancy Project, for which you will have guided supervision time with a Project Supervisor.

Typically class contact time will be structured around:

  • Information giving, facilitated discussions, small group work, presentations
  • Practical skills - the opportunity to practise group facilitation, presentation, communication and listening skills
  • Visiting speakers and opportunities to visit other settings are regular features of the course.

Independent self study

In addition to the contact time, full-time students are expected to undertake around 24 hours of personal self-study per week, plus additional preparation for assessments and examinations. Typically, this will involve meeting with individual tutors to discuss progress and feedback, completing online activities, reading journal articles and books, working on individual and group projects, undertaking research in the library and online. In addition to this, students will spend time sharing ideas with fellow students, taking part in extra-curricular learning activities, and engaging with external employers.

Independent learning is supported by a range of excellent learning facilities, including the Hive and library resources, the virtual learning environment, and extensive electronic learning resources as well as our network of employers and entrepreneurs.


  • 3 years full-time
  • 4-6 years part-time
  • 4 years full-time including one year placement.


The precise assessment requirements in an academic year will vary according to the mandatory and optional modules taken. The assessment strategy has been designed so that:

  • All modules have both formative and summative assessment elements. Formative assessment allows tutors and students to recognise strengths and weaknesses in learning and to address those issues immediately. Summative assessments are graded and count towards the final module grade, and they are assessed against the specific module learning outcomes.
  • Typically 15 credit/ one semester modules will have one assessment item; 30 credit/ two semester modules will have 2-3 assessments
  • Across each individual year and cumulatively across all three years the concept of continuous assessment and/or building up expertise in different assessment types applies. A variety of assessment types (reports, portfolios, presentations, essays and a final year research or consultancy project) are designed to suit different learning styles
  • There may be some specialisation by subject: e.g. exams are more common in Accounting, Finance and Economics modules because the professional bodies prefer this method of assessment for exemption/ accreditation purposes and many of our modules are linked to those bodies in order to obtain such exemption/ accreditation
  • Different types of employability skills are embedded in all modules.

Here is a list of all mandatory assessments linked to this programme:

Year 1

1 x 4000 words Reflective Portfolio (30cr)
1 x 2500 word report and 15min group poster presentation (30cr)
1 x 2hr examination (15cr)
1 x 2000 word report and practical [digital] artefact (30cr)

Year 2

1 x 2000 words Reflective Portfolio and 2000 word written assignment (30cr)
1 x 1000 word (equiv.) Individual Presentation and 3000 word Marketing Communications plan (30cr)
1 x portfolio (artefact) (15cr)
1 x portfolio (artefact) (15cr)

Year 3

1 x 1500 word portfolio/presentation and 3000 word report (30cr)
1 x 1500 word report, 7 min presentation and creative portfolio (30cr)


You will receive feedback on practice assessments and on formal assessments undertaken by coursework. Feedback on examination performance is available upon request from the module leader. Feedback is intended to support learning and you are encouraged to discuss it with personal academic tutors and module tutors as appropriate.

We aim to provide you with feedback on formal course work assessments within 20 working days of hand-in.

Meet the team

You will be taught by a teaching team whose expertise and knowledge are closely matched to the content of the modules on the course. The team includes senior academics, professional practitioners with industry experience and business leaders and employers.

Teaching is informed by the research and consultancy work carried out by staff and you can learn more about the staff by visiting our staff profiles. Here are a few of the current members of the department who teach on this course:

Ria Wiid 300 x 300

Dr Ria Wiid

Before embarking on an academic career Ria worked in both corporate and entrepreneurial roles in the Information Technology, Distribution, Hospitality and Financial Services industries. She has extensive experience in strategic marketing, strategy planning, customer value management, customer engagement, direct marketing, and change management and several business start-ups, including a social enterprise.

Ria teaches undergraduate students on a variety of subjects in the field of digital marketing and integrated marketing communications. She also teaches in research methodology and supervises masters and doctoral students. Ria is an active researcher and member of the Managing Operations Risk and Sustainability (MORS) and Customer Interaction (CI) research groups.

Dr Helen Watts 2

Dr Helen Watts

Helen is a Senior Lecturer in Business, and teaches marketing, consumer psychology, consumer behaviour, and research methods (quantitative, qualitative, mixed), as well as supervising research students at various levels (UG/PG/DBA/PhD). Helen is a Registered Psychologist (HCPC - Occupational Psychology), and holds a PhD in Customer Membership Retention giving her professional and academic expertise in both occupational and consumer psychology.

Helen also enjoys engaging with the public (regularly giving frequent radio interviews- regional and national), and also has a background in health and fitness (qualified fitness instructor, fitness competitor), and competitive rowing.


Joanne Law

Joanne is a lecturer in E-Business and a Fellow of the Higher Education Academy. She has a background in both Computing and Business and has taught subjects relating to both areas, at Worcester, since 2015. Joanne has a keen interest for technology and how to provide innovative solutions for business impact. She also has an interest in how technology can enhance the learning and teaching experience. Joanne is currently researching in the field of open-source intelligence, specifically in relation to screening practices.


Where could it take you?

This degree will prepare you to work on either the client or agency side of the digital marketing industry as well as offering prospects for larger corporate organisations looking for skillsets to support their digital transformation. A wide range of roles exist in this sector, including:

  • Advertising account executive
  • Market researcher
  • Social Media manager
  • Digital Marketing executive
  • Media buyer/ planner
  • Public affairs consultant
  • PR executive
  • Sales promotion officer

How much will it cost?

Full-time tuition fees

UK and EU students

The standard fee for full-time home and EU undergraduate students enrolling on BA/BSc/LLB degrees and FdA/FdSc degrees in the 2022/23 academic year is £9,250 per year.

For more details, please visit our course fees page.

International students

The standard tuition fee for full-time international students enrolling on BA/BSc/LLB degrees and FdA/FdSc degrees in the 2022/23 academic year is £13,400 per year.

For more details, please visit our course fees page.

Part-time tuition fees

UK and EU students

The standard tuition fees for part-time UK and EU students registering on this course in the academic year 2022/23 are £1,156 per 15-credit module, £1,542 per 20-credit module, £2,312 per 30-credit module, £3,083 per 40-credit module, £3,469 per 45-credit module and £4,625 per 60 credit module.

For more details, please visit our course fees page.

Course-related costs not included in the fees

Every course has day-to-day costs for basic books, stationery, printing and photocopying. The amounts vary between courses.

If you decide to take up the optional placement year accommodation and travel costs may be incurred dependent on location of placement. As placements are paid by the employer at minimum wage plus these costs can be covered by the student's wage. During this year you will pay 10% of normal academic fees to the University. You are provided with a placement tutor, and have access to the advice of the full placement team, as well as all University student support and services. You may need to pay for a Disclosure & Barring Service (DBS) check for your placement.

There are also occasional trips which may require you to incur travel costs.

There may be a charge for membership of professional bodies


Finding the right accommodation is paramount to your university experience. Our halls of residence are home to friendly student communities, making them great places to live and study.

We have over 1,000 rooms across our range of student halls. With rooms to suit every budget and need, from our 'Traditional Hall' at £111 per week to 'En-suite Premium' at £189 per week (2022/23 prices).

For full details visit our accommodation page.

How to apply

How do you apply?

Applying through UCAS

Digital Marketing BA (Hons) - NPDM
Digital Marketing (Placement Year) BA (Hons) - 4 Year - NPDN

UCAS is the central organisation through which applications are processed for entry onto full-time undergraduate courses in Higher Education in the UK.

Read our How to apply pages for more information on applying and to find out what happens to your application.

UCAS Codes

Digital Marketing BA (Hons) - NPDM

Apply via UCAS

Digital Marketing (Placement Year) BA (Hons) - 4 Year - NPDN

Apply via UCAS

Get in touch

John Gardener

Admissions Tutor


Admissions Office