Group of young people working together. Creative business people in modern office. Group of young people working together. Creative business people in modern office.

Available with:

  • Foundation Year
  • Placement Year

Accreditations


Course Summary

Succeed in an increasingly digital world, explore the latest digital technologies, innovate, and devise solutions for real digital marketing challenges. From the first day on our course, you will begin to learn the skills that will develop you into a digital marketing expert. In your first year, you will learn marketing fundamentals alongside practical application, begin to build your professional portfolio with real live digital projects, and build and launch your own website.

In the second year, you will use more specialised digital marketing techniques, open and explore the digital marketer’s toolkit (including social media, mobile, virtual and augmented reality) and discover the wealth of possibilities available for creating outstanding, successful campaigns.

In your final year you will look at the future of marketing, including mixed reality, ‘big data’, and smart technologies. You will continue to work on practical digital marketing projects to add to your professional portfolio and may showcase projects centred around the apps, mobile websites and augmented reality tools that you have created. 

As one of our digital marketing graduates you will gain not just valuable experiences, you will develop an outstanding professional portfolio that you can showcase to your future employers. If you’d like to know more about what Chester Business School are up to, you can follow us on Facebook, X/Twitter, Instagram and LinkedIn. 

Why you'll Love it


What You'llStudy

Module content:

  • Reading and writing critically.
  • Constructing and evaluating an argument.
  • Note-taking techniques for reading and listening.
  • Understanding plagiarism and academic integrity.
  • Introduction to reflective practice.
  • Preparing for, and delivering, powerpoint presentations.
  • Referencing and citation.
  • Summarising and paraphrasing written sources.
  • Literature searching.
  • Report writing.
  • The culture and expectations of higher education.
  • The assessment process including the role of assessment criteria and feedback.
  • The nature of research journal publishing.

Whilst much of the content above is generic, students will be encouraged to situate skills within the context of the undergraduate discipline they are entering, which leads to some variation in emphasis for certain skills.


Module aims:

1.To raise awareness of the range of study skills required for successful higher education studies, including the process of academic writing, reading strategies, seminar skills, organisation of time and materials, planning for and meeting deadlines, understanding and responding to feedback.

2. To introduce students to concepts such as plagiarism, academic integrity and appropriate use of artificial intelligence tools.

3. To facilitate an effective transition into higher education by exploring, and providing guidance in, the key elements of successful undergraduate studentship including students' understanding of taking responsibility for their own learning.

4. To teach students how to undertake a literature, visual or data review for their discipline and be able to differentiate between a valid, reliable source and an unsubstantiated or irrelevant source.  

Module content:

  • Research and planning skills.
  • Becoming familiar with topics that comprise their undergraduate degree subject.
  • Developing a knowledge base for a discipline of study.
  • Identifying areas of interest.
  • Application and development of critical analytical skills.
  • Development of self-directed study.
  • Use of learning resources.

Module aims:

1. To develop students' skills in planning and writing an essay.

2. To familiarise students with the process of tutor supervision for a written piece of work.

3. To give students an opportunity to focus on a topic within their undergraduate degree subject.

4. To write a piece of work that allows the student to broaden and deepen knowledge on a topic of their choice.

5. To prepare and deliver an academic poster presentation outlining the student's research topic.

Module content:

  • The 'global student' and the ‘global graduate’
  • Introduction to theories of globalization
  • Perspectives on economic, political and cultural globalization
  • Globalized media, the internet & digital tech.
  • Global economy & transnational corporations
  • International organisations & social movements
  • Migration, multiculturalism and interculturalism
  • Introduction to decolonisation & education
  • International security and security issues
  • Introduction to international relations theory

Module aims:

1. To explore issues of global significance.

2. To develop and apply skills in critical thinking, research and communication and apply these to debates within the module's topics.

3. To deconstruct and reconstruct arguments by researching global issues.

4. To develop an awareness of global justice debates.

Module content:

  • Introduction to Marketing Strategies
  • Understanding the Marketing Mix (product, price, place and promotion)
  • Influences on Target Market & Segmentation
  • Marketing events

Module aims:

  1. To introduce students to a range of Marketing concepts & principles.
  2. To develop students' understanding of the Marketing Mix in the modern world of business.
  3. To provide a foundation-level knowledge base of business marketing

Module content:

  • Introduction to business functions (including human resources management, operations, marketing & finance)
  • Examples of leadership and management
  • Corporate social responsibility
  • Understanding organisational structures and behaviour
  • Introduction to strategy
  • Influences on business (including contract law & the formation of contracts)
  • Introduction to entrepreneurship

Module aims:

  1. To introduce students to a range of business functions.
  2. To develop students' understanding of operational and strategic practices in the modern world of business.
  3. To provide a foundation-level knowledge base of business and entrepreneurship.

Module content:

 

  • Introduction to semiotics and visual language
  • Emerging trends: environment and interiors
  • The birth and evolution of cinema
  • The human commodity: advertising, celebrity and reality television
  • Introduction to postmodernism and popular art
  • Photography as social commentary
  • The internet and digital spaces

 


Module aims:

1. To develop students' understanding of western civilization through an understanding of that civilization's visual texts.

2. To develop students' abilities to communicate orally, visually and through academic writing.

3. To develop students' interpretative abilities through the promotion of skills of visual interpretation.

 

 

Introduces you to digital marketing, covering topics such as search engine optimisation, website design, and advertising. In your first practical project you will launch your own website.

Module content:

  • The role of marketing within organisations and society.
  • The development of marketing and marketing concepts.
  • Introducing the Marketing Environment.
  • An introduction to Marketing research.
  • Introducing consumer behaviour.
  • Understanding segmentation, targeting and positioning.
  • The Marketing Mix
  • Marketing in context - this may focus on various contexts (e.g Public Sector, Non-profit Organisations,  Marketing Events, Destination Marketing & Sports Marketing).
  • Introducing international marketing

Module aims:

  1. To provide students with fundamental knowledge of concepts, principles and theories of marketing.
  2. To introduce students to marketing techniques and applications.
  3. To develop the students' understanding of the linkages between concepts and contexts.
  4. To enable students to relate these principles to a range of organisational contexts.

 

Module content:

The module will cover a range of contemporary and contextual marketing themes. This will be dependent on current issues and key topics which may be prevalent in the industry at the time. It is also possible that a relevant field trip which looks at the marketing function of an organisation will be incorporated within the module to enable practical application of marketing theory in a practical context. Possible use of relevant marketing simulations (i.e MyMarketingExperience) may also be included.

Possible areas of study may include Corporate Social Responsibility, events/destination marketing, SME Marketing, NFP Marketing, campaign creation, client briefs.

TM4024 is designed to run along side TM4001 Marketing Principles, so core concepts and theories can be applied and integrated within live contexts within this module.

 

 


Module aims:

  • To enable students to apply the principles and concepts of marketing studied in the core Marketing Principles module (TM4001) within a practical context
  • To encourage student centred, independent learning
  • To create awareness of contemporary issues in a relevant local context
  • to create the foundations for a work ready marketer

Module content:

This module will use a series of workshops to explore key themes associated with academic and professional development. Students will engage in self-reflection and analysis in order to develop a personal action plan, to be implemented throughout the year. Study and professional skills will dominate the curriculum, offering students rich opportunities to develop.

The topics will include, but are not limited to:

  • Academic integrity including academic writing, referencing and responding to feedback
  • Research skills - locating, evaluating and using good quality research information.
  • Emotional intelligence and self-awareness: your skills, strengths and weaknesses, personality and needs.
  • Learning styles and approaches
  • Idea generation and problem solving
  • Developing effective teams: team dynamics, negotiation and conflict resolution
  • Commercial and subject/discipline awareness; understanding the academic and environmental contexts
  • Personal management; planning and time management, avoiding stress and tackling assignments/exams
  • Managing your professional image; CVs, social media profiles, portfolios
  • Personal and professional development planning
  • Career awareness and action planning

Module aims:

This module aims to support students in their transition into Higher Education by introducing and developing their understanding of;

  • Higher Education expectations including academic research, writing, structure and UoC processes
  • Independent learning including curriculum engagement, time management and understanding and using feedback  

In addition, the module aims to improve the employability of students by providing opportunities for them to;

  • Develop and evidence a range of transferable skills such as teamworking, presentation skills, researching, working to deadlines and problem solving
  • Explore and enhance self-awareness through skills auditing, peer/academic reviews and personal and professional action planning
  • Identify the qualifications, skills and qualities required to enable them to progress into their chosen career path and articulate any current gaps

Module content:

The module will run alongside and complement Marketing Principles and Practical Marketing. The main focus will be on providing an introduction to the current state of digital marketing and how it relates to marketing in general.

  • How fundamental marketing principles are applied using digital tools and techniques
  • The complementary nature of general and digital marketing approaches
  • Digital disruption, disruptive technologies and their impact on overall marketing approaches
  • Current and emerging technologies, such as mobile and augmented reality

 


Module aims:

  • To recognise the impact of web technologies upon the development and interpretation of marketing concepts. 
  • To understand how current digital marketing issues and emerging trends influence overall marketing approaches
  • To appreciate how digital marketing contributes to marketing as an overall discipline 

Module content:

The module will run alongside and complement Marketing Principles and Practical Marketing. The main focus will be on the website as the central marketing channel. An overview of social media and mobile marketing channels will round out this introductory module.

  • Design, legal and technological aspects of building successful websites for marketing purposes Planning a web based marketing campaign
  • Web Analytics Email marketing
  • Introduction to social media and mobile marketing

Module aims:

  • To determine the need and importance of web technologies to support marketing decisions. To create an overview of all steps necessary to develop a successful web-based marketing channel that attracts new site visitors and provides a good user experience to maximize the time a visitor spends on the website.
  • To develop an understanding as well as practical experience in analysing the success of a web-based marketing campaign.
  • To understand how web-based marketing can be embedded within overall marketing.

Module content:

The module will focus on contemporary soft-skills required by the marketing industry and helping students to develop a modern marketing mindset. This will be informed by employers and marketing professionals, professional bodies such as the Chartered Institute of Marketing and other marketing practitioners and publications such as Skills for the Modern Marketer (Econsultancy). Therefore content will vary as the module evolves. 

Indicative content could include (but is not limited to):

Developing a sustainable brand and brand building 

Brand Storytelling

Developing a modern marketing mindset 

Creativity/creative thinking (moodboards, storyboards, colours
etc)

Communication skills in a marketing context - internal and external stakeholders

Visual and verbal communications to convince the customer/client/external stakeholders

Using creative media to reach the customer (video, photography,
etc)

Other soft skills required by marketing professionals

Other skills as required by the marketing industry and professional bodies


Module aims:

The module is focused on building contemporary soft-skills and enabling students to develop a modern marketing mind-set which will make our students an asset to any marketing team. 

The module aims to develop key skills required by marketing professionals including, creativity and creative thinking, as well as encouraging curiosity and confidence when applying marketing specific skills in a marketing context. In addition, they will be encouraged to understand and evaluate creativity in various forms

The fundamental concepts of brand building will be used as a basis to enable students to apply and develop a range of skills to meet the challenges within a professional environment.

The overarching aim is to develop a range of contemporary soft-skills in order to successfully develop their professional portfolio and enhance their employability.

Key skills requirements will be informed by employers and marketing professionals, professional bodies such as the Chartered Institute of Marketing and other marketing practitioners and publications such as Skills for the Modern Marketer (Econsultancy) in order for the module to maintain currency within the discipline.

Module content:

This module provides an introduction for Marketing, Tourism and Events students to the key functions, structures and requirements of organisations, particularly those operating within a service environment. Areas covered include:

  • Organisational purpose
  • Working with stakeholders
  • Key principles and decisions in managing people
  • Developing effective leadership
  • Preparation and interpretation of financial information 
  • Understanding and managing budgets
  • Introduction to the legal aspects affecting service experiences

Module aims:

The module is designed to provide a broad introduction to the business and operating functions of the types of organisations that Marketing, Tourism and Events students will have to analyse, and in many cases, work alongside as they progress through their programmes.

Develops specialist digital marketing skills by putting theory into practice. you will plan and run real social media campaigns, as well as undertaking a five-week work placement.

Module content:

The traditional academic programme structure is not applicable in relation to this experiential learning intern-ship opportunity. The experiential content is freely structured and determined by negotiation between the student, placement supervisor and host organisation. It is generally informed by the aims and learning outcomes and by the objective of optimising added value for both the host organisation and the student experience. 

A placement conference will enable peer to peer sharing of experiential learning permit feedback and allow an analysis of the range of skills and benefits derived from the placement, it will also further develop the construction of learning logs and the portfolio.  For those unable to attend, for whatever reason, online via Teams will permit engagement and feedback.  In addition, the conference will provide an opportunity to acquire an overview of final year options and dissertation and/or project research.

For those students where costs or other geographical/logistical difficulties render visits, conference attendance or participation via teleconferencing prohibitive, there will be an augmented portfolio of activities to substitute the conference activities.

All students will engage in the drawing up of a learning agreement on acceptance of the placement that will cover a contact plan and agreed learning outcomes with their designated academic tutor and placement coordinator.


Module aims:

  1. To provide an opportunity for students to apply and enrich their previous theoretical knowledge and understanding of course content through observation in and insights derived from working in an organisation and professional environment. 
  2. To enable students to develop their practical and transferable skills in a business environment and to experience a broad range of tasks and responsibilities in different functional areas. 
  3. To enable students to pursue professional and personal development in a working business environment
  4. To enable students to recognise the nature of tasks, workloads, management problems and working methods in the working environment.
  5. To enable students to inform the tasks, problems and scenarios presented in the business environment with theoretical concerns emanating from their studies and research and vice versa.

Module content:

  • Introduction to purpose of research
  • The research process 
  • Market research industry, research briefs and proposals
  • Research ethics and code of conduct 
  • Qualitative and quantitative research
  • Primary and secondary research
  • Research in context: design and methodologies
  • Sampling methods
  • Data analysis: Intro to SPSS
  • Interpretation of data 
  • Contemporary issues for research in practice 

Module aims:

The aim of the module is to provide the student with the knowledge, understanding and skills foundation to the level 6 management research project. This module covers the scoping of a research problem, design of appropriate data collection methods, data analysis and data interpretation in order to develop business-relevant recommendations. Whilst this module will provide practical experience of data collection, it will not assess data collection. The aims are as follows:

  1. To understand the reasons that research is undertaken in varying contexts
  2. To provide adequate preparation for scoping a management research project at level 6
  3. To develop knowledge and understanding of the research process, data collection, data analysis and data interpretation
  4. To create practical experience of research design and execution

Module content:

Part A:      

Preparation for Experiential Overseas Learning will take place at the university of Chester during level 5 and will include:  

  • The multiple facets of Global citizenship
  • Ethical engagement and practice
  • Cross-cultural issues and sensitivity
  • Intercultural communication

Theories, models and strategies of learning

  • Theories and models Intercultural competence
  • Theories and models of Integration and Multiculturalism
  • Critical thinking skills and models of Reflection
  • Experiential learning models
  • Self-directed experiential learning

Personal and placement-related skills

  • Enhanced independence
  • Improved command of multicultural behaviour
  • Increased knowledge and confidence in their individual facets of personal identity
  • Effective time management and organisational skills
  • Project management – working away from University and independent study
  • Self-management and personal development
  • Team building and team work

Part B:            Overseas

Students will engage in experiential learning activities overseas for at least 150 hours 


Module aims:

The purpose of this module is to enhance students’ prospects of completing an overseas placement to the best of their ability consequently it aims to:

  • To equip participants with appropriate knowledge and skills to study or work in a different cultural, linguistic and/or social environment; enhancing ethical, cultural and intercultural awareness.
  • To enhance students understanding of the ethical issues related to living and working abroad.
  • To increase students Global Citizenship skills
  • To provide an opportunity for students to reflect critically on their experience of living and learning within an unfamiliar culture, to their 'home' culture or ethnic group.

To challenge students to learn about themselves as global citizens in terms of life skills, career choices and academic development outside the classroom.

Module content:

Preparation for the year abroad will take place in Chester during level 5 and will include:

  • Cross-cultural issues and sensitivity
  • Host-country orientation, study methods– economic, political and social reality of the country
  • Orientation specific to exchange – health, education, gender issues
  • The United Nations Sustainable Development Goals
  • Practical matters relating to living and studying in the wider world

Theories, models and strategies of learning

  • Critical thinking skills, experiential learning       and models of reflection

Personal and placement-related transversal skills

  • Effective self-motivation and independent resourcefulness
  • Effective time management and organisational skills
  • Project management – working away from University and independent study
  • Self-management and personal development

Whilst abroad:

Students will undertake study at one of UoC’s partner universities; it is expected that students will choose a series of modules at the university abroad, which equal a full-time study load. This must be agreed by the host institution and the International Tutor. Students must supply details of their courses/modules on a learning agreement within 4 weeks of arrival at the host university, note students who fail to supply this within 4 weeks may have the opportunity withdrawn.


Module aims:

  1. To experience academic life in country outside of the EU, enhancing cultural and intercultural awareness and increasing transversal skills.
  2. To reflect on the impact of the experience in their destination on one’s own personal, academic and professional development.
  3. To engage with the experience of study at a partner university to gain extensive first-hand knowledge and understanding of the relevant society from the perspective of the resident.
  4. To further develop independent learning techniques.
  5. To foster critical evaluation.

Module content:

  • The multiple facets of global citizenship
  • Ethical engagement and practice
  • The United Nations Sustainable Development Goals
  • Cross-cultural issues and sensitivity
  • Intercultural communication
  • Culture shock
  • Cultural adjustment
  • Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess-with a strong focus on understanding the intercultural competencies (ICC) needed to live and work abroad.
  • Critical analysis/evaluation of individual requirements in relation to culture/cultural adjustment/culture shock/visas/medical.
  • Critical analysis/evaluation of skills already acquired in relation to key skills related to ICC.
  • Devising strategies to improve one’s own prospects of working abroad in the future.
  • Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

Module aims:

This module promotes a reflective and critical approach to interculturality and aims to enhance students’ prospects of gaining overseas graduate employment, which will enable them to:

  1. Examine and evaluate a chosen aspect of the society of a target country
  2. Enhance cultural and intercultural awareness and further develop related skills.
  3. Articulate clearly their career plans and take steps to prepare for their first paid overseas graduate role,
  4. Take responsibility for their own learning and acquisition of identified employability skills,
  5. Articulate, orally and in writing, their findings and their employability skills.

Module content:

  • People as consumers
  • The Decision Making process 
  • Internal influences on buying decisions such as personality, perception, motivation, learning and attitude
  • Group perspectives on consumer behaviour, for example, family, reference groups, tribal consumers and online communities
  • The social perspective on consumer behaviour
  • Environmental influences on consumer behaviour
  • Cultural influences on consumption
  • The global consumer
  • Sensory marketing
  • Responsible consumption and sustainability
  • Business to Business buyer behaviour/Industrial Buying Processes

Module aims:

  • To provide a knowledge of consumer’s psychological processes, which will underpin and develop student's understanding of the Marketing concepts developed at Level 4 and provide a platform for further development of theories at Level 6.
  • To develop students' awareness of the importance of understanding these psychological processes when developing marketing programmes.
  • To develop theoretical concepts to assist in understanding the consumer behaviour processes.
  • To explore a range of contemporary themes within the discipline

Module content:

The module will engage students through the use of lectures and seminar discussions. These will explore key themes and topics so that students may develop and enhance their knowledge, comprehension, analysis and application of marketing concepts, tools and theories within domestic and international contexts. This aims to support the preparation of the student in a marketing manager role.

These themes and topics may include, but are not limited to:

  • Purpose and role of marketing management and planning within the context of domestic and international markets.
  • Secondary data sources for marketing planning.
  • The components of an internal and external situation analysis 
  • Analysis and application of segmentation, targeting and positioning.
  • Planning market entry method in domestic and/or international markets.
  • Approaches to managing innovation.
  • Managing product portfolios.
  • Managing distribution systems for value
  • Setting and managing pricing strategies
  • Integrated marketing communications for competitive advantage and brand value.
  • Application and evaluation of the adaptation standardisation approaches to marketing across markets.

Module aims:

The aims of this module are to: 

  • To analyse and understand the importance of the situation analysis and apply appropriate models to an organisation’s situation.
  • To investigate the different contexts (domestic and international) in which organisations manage their marketing activities.
  • To examine the significance of coordinating and managing marketing for competitive advantage.
  • To provide an insight into the approaches of managing innovation.
  • To integrate and enhance areas of marketing knowledge and comprehension building on knowledge from other modules.

Module content:

Introduction to customer relations and service marketing:

  • Understanding the customer experience and managing quality in organisations.
  • Building value through customer relationships.
  • Database and CRM systems.
  • The scope and range of services marketing.
  • Distinctive service characteristics.
  • Evaluating service satisfaction.
  • Understanding customer requirements.
  • Developing frameworks of customer relations and service marketing.

Strategic issues and challenges in customer relations and service marketing:

  • Consumer behaviour in Service Marketing; managing demand.
  • Positioning services in the marketplace; targeting customers and building relationships.
  • Examining the notion of and evaluating concepts of service quality.
  • Internal marketing and the role of the employee in customer relationships.
  • Blueprints, the service encounter and other frameworks for developing customer relationships.
  • Communicating the service.
  • Services contexts (e.g. retail marketing, the internationalisation of services).
  • Expanding the service horizons.
  • Enhancing value by improving quality and productivity.
  • Globalising customer relations and service marketing.

Module aims:

To provide students with a comprehensive understanding of customer relations and service marketing.

 

  1. To provide an introduction to the conceptual frameworks and tools to help students understand customer relations and service marketing techniques and applications in a variety of business contexts.
  2. To demonstrate how the application of underlying customer relations and service marketing principles can help enhance customer experience and achieve organisational marketing objectives. 
  3. To introduce students to strategic issues such as quality, creating value, positioning, and relationship building.
  4. To describe the various services marketing challenges such as the internal market and globalisation.
  5. To investigate and present a critical evaluation of a range of key issues involved in the creation of customer relationships and delivery of services (eg: service quality, customer satisfaction, customer relationship building and internal marketing).

Module content:

Module Content

The main focus of the module will be on social media marketing.

  • User engagement, user generated content and copywriting for online media
  • Overview of social media channels like Facebook, Twitter or Instagram and how they can be used within a company’s marketing strategy
  • Combining web and social media for marketing purposes Legal issues with social media channel use for marketing Social media metrics and analytics

Module aims:

  • To understand how positive online user engagement can be fostered.
  • To know a wide variety of different social media channels and understand their individual value for marketing related activities.
  • To be able to analyse the effectiveness of social media marketing campaigns.
  • To be able to use social media and web sources for gathering marketing-relevant knowledge about users.

Module content:

The main focus of the module will be on the application of current and emerging technologies within the context of marketing.

This may include

  • Mobile metrics and analytics
  • Features of mobile devices and their uses in a marketing context
  • Mobile websites vs. mobile apps: advantages and disadvantages for marketing
  • Mobile advertising
  • Building mobile applications for marketing

Module aims:

To understand how social media and web marketing works on mobile devices
To identify and evaluate the capabilities of current digital and mobile technologies within a marketing context
To analyse and evaluate mobile-specific marketing approaches.
To be able to analyse the effectiveness of mobile marketing

Module content:

This module will engage students through lecture input and seminar discussions to explore key themes and topics so that students may develop and enhance their critical thinking and analysis of marketing issues within the wider business environment.

These themes and topics will include, but are not limited to:

  • Global marketing context and globalisation
  • The drive for internationalisation/globalisation 
  • International Marketing research
  • International consumer behaviour
  • Cultural issues and frameworks
  • Cultural implication for global markets
  • Reaching the global customer (e.g. adaptation/standardisation issues relating to the marketing mix)
  • Standardisation versus adaptation- the globalisation versus localisation debate
  • International Communications
  • Analysis of foreign market potential - distribution systems and entry strategies
  • International Marketing Mix
  • Contemporary issues in International Marketing (e.g. ethical and societal)
  • Contemporary issues within the global market place
  • B2B/B2C buyer behaviour in an international context

Module aims:

The aims of this module are to develop an appreciation of a range of cultural contexts and understand the differing needs of a variety of consumers across the globe. Alongside this the module will explore the cultural issues that affect an international marketing programme and the adaptations that need to be made in order to effectively reach the target consumer. It will also enable students to understand and develop appropriate strategies available to organisations when considering marketing on an international level

Module content:

Pre-placement:

  • Structured approaches to researching, selecting and securing a suitable work placement relevant to the student’s interests and career aspirations*.
  • Writing an effective CV. Constructing a letter of application.*
  • Interview skills.*

 *Note: Students are required to undertake these pre-placement tasks during term 1 level 5, as part of the placement acquisition process and will be supported by the Work Based Learning team and the Careers and Employability department.

 Induction Programme and Placement:

  • The organisational context: research-informed analysis of the placement organisation’s aims, structure, culture.
  • Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess. (Employability Skills: e.g. verbal and written communication, analytical / problem solving capabilities; self-management; team working behaviours; negotiation skills; influencing people; positive attitude, resilience, building rapport).
  • Devising a strategy for integrating into the workplace and work based teams
  • Completion of online assignment tasks covering sourcing and obtaining placement; health and safety procedures in general; general workplace integrity; placement requirements. 

During and post-placement: Learning effectively in and from the workplace:- 

  • Devising and implementing strategies to improve own approach and performance
  • Critical analysis/evaluation of approach to skill development and performance in the workplace;
  • Influencing the Placement Provider’s appraisal;
  • Devising an action plan to develop gaps in transferable skills based on the placement experiences;

Module aims:

This module aims to enhance students’ prospects of gaining graduate level employment through engagement with a University approved work placement**, which will enable them to:

  • Develop their understanding of workplace practice and lifelong learning;
  • Enhance their work readiness and employability prospects through development of transferable skills;
  • Take responsibility for their own learning and acquisition of workplace employability skills;
  • Articulate, in writing, their employability skills.

Module content:

  • The organisational context: research-informed analysis of the sector’s role, development opportunities or career paths.
  • Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess. (Employability Skills: e.g. verbal and written communication, analytical / problem solving capabilities; self-management; team working behaviours; negotiation skills; influencing people; developing a positive work attitude, resilience, building rapport with co-workers).
  • Devising strategies to improve one’s own career.
  • Critical analysis/evaluation of skills already acquired.
  • Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

Module aims:

This module aims to enhance students’ prospects of gaining graduate level employment, which will enable them to:-

  • Enhance their work readiness and employability prospects through identifying relevant transferable skills for their chosen career path,
  • Clearly articulate their career plans and take steps to prepare for their first graduate role,
  • Take responsibility for their own learning and acquisition of workplace employability skills,
  • Articulate, in writing, their employability skills.

You will complete a research project based on a digital marketing topic of your choice. You will also work on projects covering subjects such as augmented and virtual reality, big data and mobile marketing.

Module content:

  • Introduction to the research process
  • The importance of research justification and scoping
  • Methodological foundations of research
  • Moral and ethical issues in research
  • Effective project management
  • Rigour and feasibility issues in research
  • Quantitative methodology: Research design, data collection and analysis
  • Qualitative methodology: Research design, data collection and analysis
  • Writing and reporting research in context

Module aims:

The Management Research Project aims to draw together specific subject knowledge and skills, with a particular focus on improved self-awareness and preparation for business, by challenging students for personal and academic development to management positions and and to employability on general. 

  • To undertake a research project that is 'scoped and framed' within a required degree programme of study.
  • To enable the student to design and conduct appropriate in-depth research in an elected area of study.
  • To provide the student with the opportunity to acquire, consolidate and apply theoretical knowledge, methodologies, and research approaches in a ‘real world’ environment.
  • To enable the student to develop and utilise skills in critical investigation; analysis and synthesis of evidence; reflection and autonomous learning.

Module content:

This module will engage students through lecture input and seminar discussions to explore key themes and topics so that students may develop and enhance their critical thinking and analysis of marketing issues within the wider business environment.

These themes and topics will include, but are not limited to:

  • Marketing as philosophy and process 
  • Strategic Marketing Management overview
  • Process and implementation of strategic situational analysis
  • Competitive Strategy
  • Sources of competitive advantage
  • Growth strategies and strategic choice
  • The process and implementation of strategic marketing decisions
  • Contemporary issues in marketing 

Module aims:

The aims of this module are to:

  • offer students a comprehensive knowledge of the process of strategic marketing planning and management
  • develop a critical perspective of the various strategic marketing approaches and models available and to implement them within an organisational context, with a view to creating a sustainable competitive advantage
  • increase knowledge of contemporary marketing issues and critically evaluate their impact on the discipline of marketing

Module content:

In a simulation of a marketing department task, a situational analysis and marketing communications plan will be produced. This requires marketing communications models to be applied to real-world case studies and therefore uses a mix of academic theory and practitioner resources. 

The content of this module will consider the shifting marketing communications landscape and the move to more integrated marketing communications. It will consider how marketing communications works and reviews such as interactive, digital and traditional marketing communications. It will also review the behavioural foundations of marketing communications including the profiling of customers.

The marketing communications plan aims to set out objectives, undertake planning, implementation and control of the plan. This requires consideration of material such as: strategic and tactical positioning; branding, brand management and the development of long-term strategic platforms; the analysis and application of communication tools and techniques; analysis of on-line and off-line media channels, platforms and applications; evaluating integrated marketing programmes through such as campaign control, budgeting and metrics.


Module aims:

To provide students with a comprehensive strategic understanding of contemporary marketing communications theory and practice.

  1. To enable students to critically evaluate the underlying principles and practice of marketing communications.
  2. To enable students to thoroughly examine the creation and maintenance of company and customer value through customer engagement, relationship building, brand management and targeted marketing communications techniques and applications.
  3. To enable students to relate the dynamics of marketing ideas and concepts to a range of organisational contexts.
  4. To develop students’ holistic understanding of the linkages between theory and practice across a range of related areas such as branding, service marketing, relationship marketing.
  5. To enable students to produce viable, comprehensive marketing communication strategies across a range of channels and market types.

Module content:

The module has been designed to offer final year students a chance to develop the critical skills needed to undertake a career in marketing. It is a student driven module which will enhance their independent study skills and expose them to issues that they may face within their marketing careers.

There is heavy emphasis on input from industry professionals from a variety of marketing contexts within the local community, as well as using live cases. The students will also have the opportunity to partake in the Chartered Institute of Marketing's national Pitch Competition. 

Students benefit twofold- they gain exposure to realistic accounts of the marketing industry within a local environment and have the opportunity to build up contacts and networks in order to enhance their career prospects and employability skills.

Indicative content -

  • Critical reflection of individual skills gaps
  • Understanding budgeting and resources
  • Project management
  • Working with advertising agencies (developing a client brief, pitching
    etc)
  • Negotiating with stakeholders (customer interface, supply chain)
  • Citizenship
  • Ethical and legal issues in marketing
  • Copy-writing
  • Building customer relationships
  • SME marketing - (challenges of working on a small budget
    etc)
  • Business to business marketing
  • Not for profit marketing (e.g Chester Cathedral, Chester Zoo, local charities)
  • Other sectors as determined within the evolving marketing environment (for example local government)

Module aims:

This modules aims:

  • To enhance employability skills through networking and exposure to local industry professionals
  • To develop a highly employable, work ready marketing graduate
  • To integrate and enhance knowledge developed within other marketing modules
  • To enhance the ability for students to effectively complete professional qualifications (e.g Chartered Institute of Marketing)
  • To develop a strong awareness of the realistic challenges faced within the Marketing industry

 

Module content:

The module will focus on new and emergent themes in digital marketing, including:

  • Mobile technologies and their use in marketing
  • Innovative forms of content generation e.g. 360 degree video, AR, VR
  • Omnichannel marketing
  • Artificial Intelligence
  • Analytics and data analysis
  • Regulatory considerations, e.g data management, advertising standards,
  • (mis)information.

Module aims:

  • To develop an in-depth appreciation of the current digital landscape
  • To identify emerging trends in digital marketing strategy, implementation and practice
  • To critically evaluate the usefulness of new technologies, tools and techniques within the discipline
  • To develop media skills in order to express complex ideas in a variety of creative formats.

Module content:

This module will use a series of lectures and seminars to develop key themes, theories, and concepts concerning managing virtual and hybrid events:

  • These themes will include, but are not limited to:
  • Defining Virtual events 
  • Defining Hybrid events 
  • Events and the Metaverse 
  • Developing strategic content design 
  • How to market virtual and hybrid events 
  • Financial planning for virtual and hybrid events 
  • Developing online event experiences and engagement
  • Examining technology to support virtual and hybrid events 
  • Virtual and hybrid event evaluation 
  • Sustainability for virtual and hybrid events 
  • Risk management for virtual and hybrid events 
  • Esports & gaming 
  • Future predictions for virtual and hybrid events 
  • Exploring the economic and social impacts of virtual and hybrid events 
  • Benefits and disbenefits of virtual and hybrid events 

Module aims:

The module will provide students with insight and understanding into virtual and hybrid events, how they operate, the skills required to develop, deliver and manage these events, and to appreciate how to create sustainable virtual and hybrid events.

Module content:

The module will run alongside and complement other Level 6 modules such as TM6004 and TM6019. The main focus will be on immersing students in the current techniques and methods to analyse data in order to measure and improve marketing performance.  Content will develop and change as new technologies and developments occur. However, indicative content would be:


How online and offline tools can aid the research and data gathering process
Web analytics:- definition, scope and the relative effectiveness of the tools
Social media monitoring: definition, scope, assessment of the various monitoring tools including platform specific, cross-  platform and social listening tools.
How advanced technologies such as machine learning can be used to improve marketing effectiveness                      Measuring return on investment


Module aims:

The module focuses on developing an understanding of KPIs, metrics and data, selecting measurement tools, developing analytical capability in order to improve marketing performance. 

Module content:

This is a self-directed module which enables and empowers students to initiate and develop their own project concept appropriate to their discipline of study.

Students within their final year of studies are very focussed on their ultimate work aspirations, and this module aids them to gain 'graduate trajectory' and enable them to better move into their chosen profession / industry as seamlessly as possible upon graduation.  


After the initial lectures setting out the style and scope of the module and opportunities, students decide on the content of their project and assessment (co-creation), and pitch this to staff by way of an initial project proposal.

Students then receive tutorial support and supervision throughout the year and agree the form that their final assessment will take. Students are encouraged to work with other stakeholders (internally or externally) where appropriate in the developing the project or work.


Module aims:

The aims of the module are to promote the ideas of student independence, project management, professional skills development and professional practice.

Module content:

Branding is a dynamic discipline and as such content will change as the requirements from the profession develop over time. Therefore content may change as the industry dictates. The content will consider the technological developments that help to build, maintain and develop a brand throughout! Furthermore, a range of contexts will also be considered, from traditional product brands, through to place branding, event branding and online brands.

The list below demonstrates core themes that may be covered, but it is not limited to these areas.

Indicative content:

The Power and Challenge of branding

Defining your brand - Brand positioning, purpose and brand identity

Managing your brand - Measuring, evaluating brand health and building a strong brand portfolio

Bringing your brand to life - Design, touchpoints, brand character and brand storytelling

Brand strategy - Growing, maintaining and defending your brand

Brand equity

Innovative branding -using technology to enhance the brand

International and global branding

The branding footprint - sustainability in brand management

Brand authenticity - ethical issues in branding

Internal branding


Module aims:

The aim of the module is to offer a critical understanding of branding and it's creative and managerial role in the marketplace. It will offer a holistic approach to branding, moving away from a simple concept of visual identity to developing a brand experience as part of the customer journey, thus considering internal branding as a key aspect of brand delivery.

It will provide a strategic skillset to enable students to grow and maintain brands in a sustainable and ethical manner, whilst at the same time focusing on way to enhance brand image and identity.

The module will encourage students to think in a more creative way towards brand building and development as well as offering a strategic focus.

BA (Hons) Digital Marketing

BA (Hons) Digital Marketing

Who you'll Learn from

Beth Morris

Programme Leader for Digital Marketing; Senior Lecturer
Beth Morris

Jane Martin

Programme Leader for Marketing Management
Jane Martin

Stuart Paul

Programme Director for MSc Marketing Management
Stuart Paul

How you'll Learn

You will be taught through lectures, small group seminars and workshops, where you will explore concepts in more depth with your tutor and peers. We frequently have guest speakers from industry, run sessions in our PC labs, and coordinate placements with employers. You will be assessed in a variety of ways throughout your studies, via practical and work-based projects, consultancy reports, and presentations.

Beyond the Classroom

On this course, you have the opportunity to spend five weeks working for a host organisation via our innovative Work Based Learning module. You’ll have the chance to test-drive a future career, boost your CV and gain real work experience. 
 
On this course, you’ll have the opportunity to undertake an Experiential Learning module, where you’ll apply what you’ve learnt on the course to real life scenarios and projects. 

Our Experiential Overseas Learning module offers a unique opportunity to participate in a short-term placement around the world. 
 
This course offers the exciting opportunity to study abroad for a full academic year at one of our bilateral exchange partners or through ISEP (International Student Exchange Programs), a network of over 300 additional higher education institutions worldwide. 

If you choose a degree with a Placement Year, you’ll have the opportunity to undertake a year’s paid professional placement at the end of your second year, where you’ll experience the workplace, apply your learning and build connections for your future.  
 
This course offers the opportunity to complete a year in industry, where you’ll experience the workplace, apply your learning and build connections for your future.  

Entry Requirements

112 UCAS Points

UCAS Tariff

112 points

GCE A Level

 

Typical offer – BCC-BBC

BTEC

BTEC Extended Diploma: DMM

International Baccalaureate

26 points

Irish / Scottish Highers

Irish Highers - H3 H3 H3 H3 H4

Scottish Highers - BBBB

Access requirements

Access to HE Diploma, to include 45 credits at level 3, of which 30 must be at Merit or above

T Level

T Level - Merit

OCR Cambridge Technicals

OCR Extended Diploma: DMM

Extra Information

Welsh Baccalaureate Advanced and A level General Studies will be recognised in our offer.  We will also consider a combination of A Levels and BTECs/OCRs. 

Students from countries outside the UK are expected to have entry qualifications roughly equivalent to UK A Level for undergraduate study and British Bachelor's degree (or equivalent) for postgraduate study. To help you to interpret these equivalents, please click on your country of residence to see the corresponding entry qualifications, along with information about your local representatives, events, information and contacts.

We accept a wide range of qualifications and consider all applications individually on merit. We may also consider appropriate work experience.

For more information on our entry requirements, please visit International Entry Requirements

72 UCAS Points

UCAS Tariff

72 points

GCE A Level

72 UCAS points from GCE A Levels to include grade D in at least one subject

BTEC

BTEC Extended Diploma: MMP

International Baccalaureate

24 points

Irish / Scottish Highers

Irish Highers - H4 H4 H4 H4 H4

Scottish Highers - CCDD

Access requirements

Access to HE Diploma – Pass overall

T Level

T Level: Pass (D or E on the core)

OCR Cambridge Technicals

OCR Extended Diploma: MMP

Extra Information

Welsh Baccalaureate Advanced and A level General Studies will be recognised in our offer.  We will also consider a combination of A Levels and BTECs/OCRs.

If you are a mature student (21 or over) and have been out of education for a while or do not have experience or qualifications at Level 3 (equivalent to A Levels), then our Foundation Year courses will help you to develop the skills and knowledge you will need to succeed in your chosen degree.

Where you'll study Queen's Park, Chester

Fees and Funding

£9,250 per year (2024/25)

Our full-time undergraduate tuition fees for Home students entering University in 2024/25 are £9,250 a year, or £1,540 per 20-credit module for part-time study.

The University may increase these fees at the start of each subsequent year of your course in line with inflation at that time, as measured by the Retail Price Index. These fee levels and increases are subject to any necessary government, and other regulatory, approvals.

Students from the UK, Isle of Man, Guernsey, Jersey and the Republic of Ireland are treated as Home students for tuition fee purposes.

Following the UK’s exit from the EU, students from countries in the European Economic Area and the EU starting in or after the 2021/22 academic year will pay International Tuition Fees.

Students who have been granted Settled Status may be eligible for Home Fee Status and if eligible will be able to apply for Tuition Fee Loans and Maintenance Loans.

Students who have been granted Pre-settled Status may be eligible for Home Fee Status and if eligible will be able to apply for Tuition Fee Loans.

£13,950 per year (2024/25)

The tuition fees for international students studying Undergraduate programmes in 2024/25 are £13,950. 

This fee is set for each year of study. All undergraduate students are eligible for international and merit-based scholarships which are applicable to each year of study.  

For more information, go to our International Fees, Scholarship and Finance section.

Irish Nationals living in the UK or ROI are treated as Home students for Tuition Fee Purposes. 

Your course will involve additional costs not covered by your tuition fees. This may include books, printing, photocopying, educational stationery and related materials, specialist clothing, travel to placements, optional field trips and software. Compulsory field trips are covered by your tuition fees. 

If you are living away from home during your time at university, you will need to cover costs such as accommodation, food, travel and bills. 

Your Future Career

Job Prospects

A wide range of jobs in the field of marketing and digital marketing are open to our graduates. Typical job roles could include SEO specialising, planning and running social media campaigns, or using analysis tools and analytics to evaluate marketing activities. 

Progression options

Careers service

The University has an award-winning Careers and Employability service which provides a variety of employability-enhancing experiences; through the curriculum, through employer contact, tailored group sessions, individual information, advice and guidance.

Careers and Employability aims to deliver a service which is inclusive, impartial, welcoming, informed and tailored to your personal goals and aspirations, to enable you to develop as an individual and contribute to the business and community in which you will live and work.

We are here to help you plan your future, make the most of your time at University and to enhance your employability. We provide access to part-time jobs, extra-curricular employability-enhancing workshops and offer practical one-to-one help with career planning, including help with CVs, applications and mock interviews. We also deliver group sessions on career planning within each course and we have a wide range of extensive information covering graduate jobs and postgraduate study.