Advertising and Digital Marketing BA (Hons)
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
Course Overview
The course has a particular focus on online communication and customer engagement across a variety of digital platforms and organizational settings including global multinational organizations, national public and private sectors, small and mid-size enterprises (SMEs), non-profit, non-governmental organizations (NGOs) and charities.
You can expect to gain expertise and confidence in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management as well as knowledge and application of key concepts and practice within the broader marketing discipline.
Why you should study this course
- The course assessment strategy is designed to incorporate a range of innovative and authentic assessment methods, including group projects, presentations and pitches, all designed to ensure you are equipped with the necessary skills to boost your career potential.
- The use of the DigiComm Lab supports the development of your digital literacy skills through using digital marketing platforms and software.
- Networking with alumni and employers through guest speaker events and projects.
- The development of specialist subjects and modules in the second and final year which include advertising and digital marketing, creative marketing, advertising and digital marketing strategy and digital customer experience.
What you will study
FOUNDATION YEAR IN BUSINESS
Start date: 15 September 2025
Fall semester:
- Development of Academic Language & Skills
- Business Communications
Spring semester:
- Success in Academic Language & Skills
- Management Skills
- Marketing for Business
In addition to the Foundation Year modules, students at Coventry University Kazakhstan will also need to complete the following modules as mandated by Kazakhstan regulations:
- Kazakh language
- History of Kazakhstan (in English)
FOUNDATION YEAR IN BUSINESS - January Intake
Start date: 12 January 2026
This is ideal if you missed the September start or want to transfer from a different university.
Spring semester:
- Success in Academic Language & Skills
- Business Communications
- Management Skills
- Marketing for Business
In addition to the Foundation Year modules, students at Coventry University Kazakhstan will also need to complete the following modules as mandated by Kazakhstan regulations:
- Kazakh language
- History of Kazakhstan (in English)
During your Foundation Year, you will study alongside students who are pursuing related degrees. This offers you the chance to establish connections and form friendships with a diverse group of people who share similar interests and aspirations.
This course has a common first year.
The common first year enables you to work alongside students doing similar courses to you, to widen your knowledge and exposure to other subject areas and professions. You will have the opportunity to collaborate with other students, so you can share your insights and experience which will help you to develop and learn.
If you discover an interest in a specific subject you have studied, upon successful completion of your first year, you could swap degrees with another course in your common first year (subject to meeting progression requirements).
Common first year courses
- Advertising and Digital Marketing BA (Hons)
- Business Administration BBA (Hons)
- Business and Human Resource Management BA (Hons)
- Business Management BA (Hons)
- International Business Management BSc (Hons)
In the first year, the curriculum is shared across related courses allowing you to gain a broad grounding in the discipline before going on, in the second and third years, to specialist modules in your chosen field.
This module introduces you to the essential building blocks of business and organisational management through a range of theories, concepts and approaches.
You can expect to explore the organisational structure, organisational design and business operations before learning about contexts which impact organisations, such as national culture, capitalism, demography and climate change.
This module explores how people interact with each other in the workplace and the impact that leaders and managers have upon that interaction. It examines the role of people management practices and how these affect individual behavior in the workplace.
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This module develops your knowledge and understanding of the fundamental concepts in marketing, including digital and social media.
You should develop an understanding of the role of marketing within an organisation, and the influence of factors in the external environment on marketing decisions.
This module introduces the fundamental concepts and principles of data analytics, and how they can be applied to assess and enhance organisational and functional performance and support decision-making.
This module is designed to help you develop an analytical mindset, deepen your understanding, and prepare you to use innovative data analytic tools, techniques, and methods.
The aim of this module is to introduce you to the process of entrepreneurial ideation. Entrepreneurial ideation is the creative process of generating, developing, and communicating new ideas.
Through authentic and applied assessment, you will be invited to present your ideas to business and organizational leaders.
The aim of this module is to enable you to engage critically and creatively with entrepreneurship in the context of responsible management practice. Following an introduction to the key concepts and debates of general entrepreneurial principles, you will actively explore social, economic, and environmental challenges.
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
In year two, you will continue to develop the skills and knowledge you’ve learned. We do this by embedding the following four principles into the curriculum and developing your:
- Technical skills – digital fluency, backed with the right academic knowledge
- Study skills – to be an adaptive, independent and proactive learner
- Professional skills – to have the behavior and abilities to succeed in your career
- Global awareness – the beliefs and abilities to be a resilient, confident
and motivated global citizen
This module will allow you to develop the skills and knowledge to successfully complete a research proposal, setting you up for your final year project.
In this module, you will learn how marketers can take complex data and develop valuable marketing insight to enhance marketing activity.
Consumers are central to marketing, however they sit outside the organizational boundary and sometimes exhibit unpredictable and counterintuitive behaviors. In this module, you will study key theories of consumer behavior to improve your own marketing practices.
This module will provide an insight into how marketers develop and implement marketing campaigns. With more noise than ever in the external environment, you’ll explore how to make messages stand out and integrate with the plethora of channels companies advertise through.
In this module you will study the principles behind advertising and digital marketing. Developing a deeper critical insight into how organizations and consumers interact in the digital domain.
Central to all marketing endeavors is creativity. In this module, you will study how organisation develop new and innovative ideas and concepts to ensure they remain at the cutting edge of creative thinking.
The final year aims to bring you to the level to enter the world of work by consolidating your knowledge and skills from years one and two. You could also work on a large final project in an area of your interest, with the support of a mentor.
This module will provide you with the opportunity to apply and develop your research skills and extend your knowledge, understanding and ability to critically analyze a topic in a specialist area of interest. You will choose a research topic related to your programme of study and apply critical analysis skills acquired through this and other modules to research the topic in depth.
Despite the creativity within marketing, all organisations require a strategy in order to achieve their objectives. In this module you will study how organisations can develop advertising and digital marketing strategies.
Customer experience is key in a multi-channel environment. In this module, you will study how organisations ensure the consumer experience is optimized within the digital domain.
Social media and influencers are reshaping how organisations interact with their consumers. In this module, you will study this phenomenon and analyze how organisations can successfully utilize social media and influencers.
Within marketing there has been a shift from the consumption of products to the consumption of experiences. Events are consumed through experience and therefore require specific marketing strategies and tactics to be developed. In addition, PR is an important marketing tool, but with the proliferation of digital we ask if PR is still relevant, in this module you will investigate this issue further.
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
How You'll Learn
- explore consumer behaviour and analysis and have the opportunity to learn how this insight and more can be used to inform the planning and implementation of marketing programmes.
- take part in group projects designed to develop advertising campaigns and hone your analytical skills using simulation games, such as marketing management games designed to develop your understanding and command of the marketing planning process.
- expand your skills and knowledge of the development and operation of business markets, entrepreneurship and the management of key resources, including human capital, financial management, strategic management, corporate social responsibility and organisational change.
Teaching contact hours
- on-campus lectures, seminars and workshops
- online workshops
- group work
- self-directed learning
- work placement opportunities.
Teaching hours:
Guided and independent study:
Assessment
- phase tests
- essays
- group work
- presentations
- reports
- projects
- coursework
- exams
- individual assignments
Careers and opportunities
Upon successful completion of the course, you will be able to:
- apply appropriate business concepts, models or techniques to analyse marketing problems.
- source, analyse and apply appropriate marketing information to support decision making.
- present ideas and findings and communicate effectively to an audience in written, verbal or electronic format, using appropriate business media and IT applications.
- identify and analyse relevant sources of marketing information and research techniques across different contexts and cultures.
- appreciate current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
- effectively use specialist tools in digital and social media marketing using appropriate software.
- apply appropriate techniques to solve a range of different business management problems, including those of a financial nature.
Our Advertising and Digital Marketing BA (Hons) aims to provide a degree which can easily facilitate entrance into general business management roles or act as a springboard for a variety of marketing roles within areas such as advertising, branding, product development, category sales, market research and wider marketing.
You can expect to develop a critical and reflective understanding of marketing and its relationship with the wider international business environment. It could lead to potential future specialist career options in such areas as advertising, digital marketing and project coordination, as well as more general roles in business analysis, project management or sales management.
Through completing this degree, you will gain expertise and confidence in key principles of advertising, story-telling, communications and campaigns within a digital context. This could lead to roles working in search engine optimisation, content management, creative integrated communications, social media marketing, big data analysis, campaign planning and channel management.
Where our graduates work
Some of our past graduates have gone on to a range of careers in marketing, advertising, PR, brand management, marketing research, digital marketing, sales and general management, with a wide range of large and small organisations such as Disney, IBM, Warner Brothers, Virgin Media, Dell, PepsiCo and Network Rail.
Exploring your options or have questions? We are here to help you make the right choice!