Digital Marketing BA/BSc

Digital Marketing is one of the fastest-growing areas of business, focusing on how brands use online platforms and technologies to reach and engage consumers. A Digital Marketing degree equips you with creative, analytical and technical skills to design and deliver campaigns across social media, search engines, mobile apps and websites. It is an excellent choice for students who are digitally savvy, creative and commercially minded.

BA or BSC?

A BA (Bachelor of Arts) in digital marketing typically emphasizes creative and communication aspects like content, advertising, and social media, while a BSc (Bachelor of Science) is often more analytical, focusing on data, analytics, and technology. The choice between a BA and a BSc depends on your career interests, whether you want a career path that is more creative or more data-driven. Both can lead to a successful career in digital marketing, with many programs blending elements of both creative and analytical skills.

Course Structure

Most Digital Marketing degrees last three years full time, with many universities offering a four-year option that includes a placement year or study abroad. Some courses are accredited by the Chartered Institute of Marketing (CIM) or the Institute of Data and Marketing (IDM), providing a professional edge after graduation.

Teaching combines lectures, seminars, workshops and hands-on projects using digital tools. Assessment is often through coursework, creative projects, digital campaign planning, case studies, presentations and sometimes online portfolio work.

Typical Modules Might Include

Year 1 – Foundations

• Principles of Marketing

  
  

• Digital Media and Communication

  
  

• Consumer Behaviour

  
  

• Introduction to E-Commerce

  
  

• Web and Social Media Analytics

  
  

• Content Creation for Digital Platforms

  
  

Year 2 – Core Development

• Digital Marketing Strategy

  
  

• Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)

  
  

• Social Media Marketing and Influencer Strategy

  
  

• Mobile Marketing and Apps

  
  

• Data Analytics and Market Research

  
  

• Branding in the Digital Age

  
  

Year 3 – Specialisation and Application

• Digital Advertising and Campaign Planning

  
  

• Global Digital Marketing

  
  

• Customer Experience and Relationship Management

  
  

• Ethical and Sustainable Marketing

  
  

• Advanced Web Analytics and Big Data in Marketing

  
  

• Dissertation, consultancy project or live digital campaign with an external client

  
  

• Placements or internships are strongly encouraged, especially with marketing agencies, media companies, or in-house brand teams.

Useful A-Level or BTEC Subjects

Entry requirements vary, but useful subjects include:

• A levels: Business Studies, Media Studies, ICT, Sociology, Psychology or English.

  
  

• BTECs: Business, Creative Media, IT or Digital Media are highly relevant and widely accepted.

  
  

• International Baccalaureate: Business Management, Economics, IT or Social Sciences at Higher Level are often preferred.

  
  

• Strong communication, creative and digital skills are an advantage.

What Makes a Strong Application

Universities look for students who are creative, analytical and enthusiastic about digital technology. A strong application should include:

• Solid academic results in relevant subjects.

  
  

• Work experience or extracurricular activities, such as running a blog, managing social media for a club, or creating online content.

  
  

• A personal statement showing passion for digital trends, consumer behaviour and online marketing.

  
  

• Examples of initiative, such as running a small e-commerce store or producing digital media projects.

Transferable Skills You Will Develop

Studying Digital Marketing helps you build a mix of creative, technical and analytical skills, including:

• Campaign planning: Designing effective digital strategies.

  
  

• Analytics: Interpreting website, social media and consumer data.

  
  

• Creativity and communication: Producing engaging content across digital platforms.

  
  

• Problem-solving: Responding to fast-changing market trends and technologies.

  
  

• Teamwork and leadership: Collaborating on live projects and group campaigns.

  
  

• Technical expertise: Using tools such as Google Analytics, SEO platforms and advertising software.

Wider Reading: Recommended Books for Aspiring Digital Marketing Students

To gain insight into the field, here are four engaging books:

“Digital Marketing for Dummies” by Ryan Deiss and Russ Henneberry – A practical beginner-friendly guide to core concepts.

“Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk – Explains how to tell brand stories effectively across social media platforms.

“Made to Stick” by Chip Heath and Dan Heath – Shows how to create messages that resonate and stay memorable.

“Digital Marketing Strategy” by Simon Kingsnorth – A comprehensive and practical look at planning and executing digital campaigns.

Typical Pay After Graduation

Entry-level roles such as digital marketing assistant or social media executive typically pay £22,000–£28,000. With experience, digital marketing managers or SEO/analytics specialists can earn £35,000–£50,000. Senior professionals, such as digital strategists or heads of digital, can earn £60,000 to £100,000+ depending on organisation and industry.