Digital and Social Media Marketing BA(Hons) 2017-18This course also available for 2018-19 entry
About the course
The growth of the internet and social media has caused a shift in the marketing ideology. Brands now need to interact with customers (existing and potential) through a variety of channels. Our course focuses on providing you with the practical skills needed to manage and implement campaigns through a variety of digital, mobile and social mediums. You'll be taught how to produce, direct and edit videos; design, cost and implement new websites and apps; manage e-mail marketing campaigns; optimise platforms through the ‘search engine optimisation' (SEO) process; monitor and engage with customers on the multitude of social media platforms that exist; and even utilise augmented reality in the marketing process. We combine all of this with a solid marketing foundation making our graduates a real asset to any employer.
You'll also have the opportunity to follow in the footsteps of Huddersfield's marketing students who regularly compete in L'Oreal's 'Brandstorm' and the Chartered Institute of Marketing (CIM) 'The Pitch' competition (these have both been won by students in the past), more specifically for the Digital and Social Media Marketing course, you'll have the opportunity to take part in the Google Online Marketing Challenge in year 2, which is a unique opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+.
At Huddersfield we have a reputation for developing students with a ‘can do' attitude and you'll have the opportunity to hone your skills working on live projects with our network of partner organisations. Together with the optional year-long placement this gives you a great practical insight into working in the digital marketing arena.
Innovation is at the heart of the Digital and Social Media Marketing course. Having developed the country's first undergraduate marketing degree, we understand the importance of continuing to meet the needs of our customers. With its innovative teaching and learning practices we believe that this course can help you achieve your career aspirations.
Here's what current Marketing student Gergana has to say about her course.
On this course you'll develop an in-depth understanding of the strategic role of marketing by examining and applying key principles and concepts. You can pursue study options to reflect your career aspirations in areas such as marketing communications, branding, direct marketing, digital marketing and retail marketing.
Digital Marketing in the Contemporary World
This module is designed to introduce students to digital marketing. It focuses on all aspects of the domain (i.e., B2B, B2C, Service, etc). It keeps the students at the forefront of modern practices: bridging the gap between theory and its practical application. Students will use a variety of digital marketing tools and platforms to design, manage, and optimise campaigns. The module is for students who are interested in developing digital marketing skills.
Markets and Marketing
This module explores the behaviour of markets and the responses of organisations through their marketing activities. It will help you to develop an understanding of marketing theory and practice and help you to develop the skills to produce a well-researched marketing plan.
The focus of this module is to help you to develop a range of skills relevant to the varied demands of the marketing industry through practical application. You'll have the opportunity to develop descriptive, analytical and decision-making skills and practise transferable personal skills. You'll apply generic marketing principles through application to some of the many sectors of the marketing industries within the UK.
The Marketing Environment
The aim of this module is to develop a thorough foundation in a variety of aspects of the marketing environment. It has a strong focus on the ethical and environmental factors as well as the legal and financial aspects of marketing ensuring that you'll appreciate the impact that the legal environment has on marketing activities and the financial framework of business.
Brands and Branding
The aim of the module is to introduce and help develop knowledge of brands and branding to you and the theories and processes that are critical to developing effective brands messages. The module will explore current trends in branding, and the functional and symbolic value of brands. It aims to provide you with a thorough grounding in branding, and to provide a platform for advanced branding modules.
Social Media Marketing and Search Engine Optimisation
This module is designed to introduce you to social media marketing. It will help keep you at the forefront of modern practices: bridging the gap between theory and its practical application, it will also focus on several different aspects including B2B, B2C and Service.You’ll have the opportunity to use a variety of social media tools and platforms to design, manage, and optimise campaigns. This module is for individuals who have not used the social channels in a business context extensively but have a good understanding of traditional marketing techniques. The module will also be linked to the Google Challenge: an annual competition run by Google, where you have the chance to work with industry to create a ‘Pay Per Click’ Adwords campaign.
This module is designed to help you understand how insights into consumer behaviour can be used to formulate effective marketing strategies. Classic and emerging theories of individual and group behaviour will help you to analyse customers, who are they, how, and why do they make decisions and what influences them?
Market Research and Consultancy
The module will consider each stage in the marketing research process from problem definition to presentation of the final report and findings. This will be presented in the context of current theory, techniques, practice, and issues. You will have the opportunity to learn basic research skills, which can then be applied in both marketing research (through a consultancy project) and research methods scenarios.
Managing and Communicating Brands
This module builds on your knowledge of the fundamentals of the branding process. You will explore global brand management issues through coursework including a case-study based written assignment and have the opportunity to express your creativity by working in groups to develop your own unique brand concept and support it with brand documents and marketing communications materials which will be displayed at an open exhibition.
The Customer Experience
This is a highly topical module which focuses on the increasingly important area of the customer experience. It brings together aspects from other second year modules including customer insight, marketing communications and market research and considers how they influence the customer experience. It is an interactive module and gives you the opportunity to research the customer experience across a variety of businesses and sectors.
Year 3 - optional placement year
The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.
Web Management and design
This module is designed to introduce students to the concepts, theories and practices associated with web management and design. It keeps the students at the forefront of modern practices: bridging the gap between theory and its practical application. Students will learn how to manage and control web design projects, they will be introduced to the concepts of project management, resource administration and cost control. The application can be directed to ‘client’ or ‘agency’ management.
Strategic Marketing Planning
This module will consolidate and build on previous studies in Marketing within a strategic marketing planning framework. The module gives you the opportunity to develop your analytical and practical skills in relation to creating, presenting and defending strategic marketing plans, which you will then implement in a computer-based simulation of a dynamic, and highly competitive, marketing environment.
This dissertation is worth 40 credits and you are encouraged to work in areas of particular interest and relevance to your studies. As such the dissertation is often used by students to help them sell themselves to prospective employers. As part of the research process you will develop a research proposal on the basis of which you then carry out your research and write this up for the full dissertation.
Option modules: Choose two from a list which may include:
Marketing and Management of Innovation
This module explores the management of innovation and in particular, the new product development process. It considers the role of marketing in this process and also looks at the use of new technologies and new approaches to marketing. You'll have the opportunity to develop your own innovative idea, present the concept to the class and put together a convincing and innovative marketing strategy, which is written up in a report.
Marketing for Small Business
Marketing is important, entrepreneurship is vital, and 95% of businesses anywhere in the world are small. When large organisations seek to improve performance – they often turn to the young dynamic small businesses as their role model. We weave these themes together into what can be called entrepreneurial marketing.
Retailers are powerful brands within their own right. How is the customer changing and how do retailers anticipate this change? You'll investigate the various elements employed to formulate retail strategy including sales channels, the supply chain, distribution, costing structures, product development, category management, promotional techniques and internationalisation.
Advertising Strategy and Planning
The module builds upon the knowledge developed in the first two years of your study. It provides an understanding of contemporary advertising theory, strategies and practices, and gives you the opportunity to use your practical and creative skills in the development of advertising plans.
The aim of this module is to help develop your understanding of the marketing theory and principles within the international or global business arena. This module aims to consolidate information from other modules that you have studied previously and modules on the Global Marketing course in order to develop an advanced understanding of marketing at international or global level. It involves the consideration of the international marketing environment and the application of marketing principles for companies operating in foreign and world markets.
Sport and Leisure Consumers
This module will identify and explore the implications of sport and leisure consumer behaviour and its influence on marketing decisions. You'll be encouraged to develop skills in analysing complex market situations within the sports context which will help develop your ability to propose and defend marketing plans.
Public Relations and Sponsorship
This module explores in more depth the public relations and sponsorship elements of the marketing communications mix which will have been touched upon in previous modules. The PR element of the module is taught from a managerial perspective rather than a ‘how to’ approach. The sponsorship element is more practical.
Creative Brand Management
You'll have the opportunity to work in teams with leading brands on live projects, translating current trends, developing contemporary brand strategies, exploring your creativity by working with clients to revitalise, extend or create new products/services for their target market. In recent years we have successfully competed in L’Oreal’s ‘Brandstorm’ competition, winning the national final and going on to the international final in Paris.
We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.
We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.
We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.
Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.
When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.
The Higher Education Funding Council for England is the principal regulator for the University.
The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad. This paid position provides the opportunity for you to experience advertising and business communications in action, during which you will apply the knowledge and skills obtained on the course.
Huddersfield Business School's Placement Unit won the National Undergradute Employability (NUE) award in 2017 for ‘Best University Placement Service' for their hard work and innovative ideas.
Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to you on placement courses as well as giving advice in areas such as interview skills and preparing CVs and covering letters.
Previous placement providers have included companies such as Hewlett Packard, Freeman Grattan, Redcats, TJX Europe, Telefonica, 02, Splitpixel, Marks and Spencers, The Sharp Agency, Principles and Swift Blinds.
75% of graduates from this course go on to work and/or further study within six months of graduating.*
Previous graduates from this subject area have gone on to roles such as Account Executive, , Account Manager, Chanel Marketing Specialist, Assistant Brand Manager, , Business Development Manager, Creative Marketer, PR Executive, Marketing Administrator, Press & Marketing Officer, organisations including RIcoh, Canon, Gratterpalm, Wigan Warriors RFC, Shark Design & Marketing Agency, UK Greetings, Halfords, Lawrence Batley Theatre and JDA Group.*
*Source: DLHE survey and LinkedIn
Professional links and accreditations
Chartered Institute of Marketing (CIM): Our links with the CIM, the key professional organisation for the marketing industry, give students access to a range of marketing industry events and guest speakers.
Students will also have the opportunity to participate in The Pitch, a national competition run by the CIM involving the development of a marketing communications campaign for a well know brand.
Institute of Direct and Digital Marketing (IDM) We have strong links with the IDM which is the leading, internationally recognised professional organisation for the development of direct, data and digital marketing.
Our students have the opportunity to take part in the annual IDM competition which forms part of the assessment for the final year Direct and Digital Marketing module. This involves a live project to develop a direct marketing campaign for a well-known brand.
Teaching and assessment
You will be taught through a series of lectures, seminars, tutorials, workshops, directed study and project work with a strong focus on practical work. Assessment will include exams, oral presentations, individual or group essays or reports, case studies, in-class tests, peer assessment, individual reflective learning portfolios, time constrained assignments, group projects and management and marketing projects or dissertations for final year students.
20.7% of the study time on this course is spent in lectures, seminars, tutorials etc.
Working on live projects with national and local organisations is an important feature of our teaching and learning strategy and helps you to apply theory in a practical context. Guest speakers from the marketing industry allow you to hear about current and topical issues from marketing practitioners from a variety of businesses.
If you are concerned about adapting to study at university level, then our Learning Development Group, (LDG) based in the Business School building offers a dedicated service helping our students to improve their academic skills in areas such as presentations skills, time-management, academic reading, referencing or academic writing, research for essay preparation and how to prepare effectively for examinations.
Your module specification/course handbook will provide full details of the assessment criteria applying to your course.
Feedback (usually written) is normally provided on all coursework submissions within three term time weeks unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results.Feedback on exam performance/final coursework is available on request after the publication of results.
Huddersfield is the UK's only university where 100% of the permanent teaching staff are Fellows of the Higher Education Academy.*
The Business School was opened in 2010 at a cost of £17m and is the most eco-friendly building on campus. It's a state-of-the art facility and provides you with a modern, professional environment in which to learn and develop. Located right next to the Huddersfield Narrow Canal it's in a leafy and picturesque location at the heart of the campus.
The Learning Development Group (LDG) offer a dedicated service helping our students to improve their academic skills in areas such as referencing, presentations skills, time-management, academic reading, referencing or academic writing.
Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to our students on sandwich courses as well as giving advice in areas such as interview skills and preparing CV's and covering letters.
Excellent teaching rooms combine with fully-equipped computer labs to provide access to technology and learning resources alongside 'The Street' cafe which offers space for socialising, networking and relaxation over a wide selection of fresh food and hot and cold drinks.
How much will it cost me?
The full-time undergraduate tuition fee for 17/18 entry is £9250.
Tuition fees will cover the cost of your study at the University as well as charges for registration, tuition, supervision and examinations. For more information about funding, fees and finance for UK/EU students, including what your tuition fee covers, please see Fees and Finance. Please note that tuition fees for subsequent years of study may rise in line with inflation (RPI-X).
If you are an international student coming to study at the University of Huddersfield, please visit the International Fees and Finance pages for full details of tuition fees and support available.
Please email the Student Finance or call 01484 472210 for more information about fees and finance.
There are a wide range of opportunities to study abroad at a European partner institution through the Erasmus programme. We have partnerships with universities in Denmark, Finland, Holland, France and Germany.
Studying abroad enables you to meet new friends from different countries. You can improve your language skills, understand different cultures, travel and have fun. You'll also be exposed to different teaching methods and approaches to your subject. And above all, you'll have something interesting on your CV that tells a potential employer something about your personality and have an international network of friends useful for your future career!
The Marketing Society (MSoc) is run by students and brings together students from all years who have an interest in marketing. We run a range of events both academic and social including guest lectures and socials. It's a great way to network, gain some extra experience and have fun.
Progression to a postgraduate course is dependent on successful completion of your undergraduate studies, there may also be minimum qualification requirements such as a first class or higher second (2.1) degree. Please check the course details to confirm this.
If you are an international student (including EU) you can check if you meet our entry requirements (both academic and English language) by visiting our country pages. If you do not meet the entry requirements you can consider completing a degree preparation programme (if you are from a country outside of the EU) at the University's International Study Centre (ISC). You can call the ISC on +44 (0) 1273 339333 to discuss your options. You can also complete the online application form or to ask a question please fill in the enquiry form and talk to one of our multi-lingual Student Enrolment Advisers. If your English language is not at the required level (IELTS 6.0 overall), we have a range of Pre-Sessional English programmes that you can enrol on before starting your degree programme. You will not need to take an IELTS test after completing one of our Pre-Sessional English programmes.
How to apply
We hope you are interested in what you have seen and want to apply to join us.
Research plays an important role in informing all our teaching and learning activities. Through research our staff remain up-to-date with the latest developments in their field, which means you develop knowledge and skills that are current and highly relevant to industry. For more information, see the Research section of our website