Digital Marketing Degree Apprenticeship BSc (Hons)

Work-based, part-time undergraduate (3 years)

Blended learning

September 2019

Intermediate award: BSc (Hons)

Course starting September 2019 subject to institution approval

This course is delivered through blended learning: online through Canvas, our Learning Management System; work-based study; and attendance at workshops

Overview

Develop practical skills and knowledge in digital marketing, underpinned by business and marketing principles. Ideal for apprentices working in SMEs and larger organisations, our course will equip you to respond to ever-changing digital challenges and innovations, and seize opportunities in globally competitive markets.

Full description
Anglia Ruskin exceeded all my expectations. I have enjoyed every module and it relates so well to the world of work. The lecturers have been supportive and passionate about their teaching
Kirsty Joyce
BA (Hons) Marketing graduate

Careers

When you graduate, you'll be ready to take on the role of digital marketer, or any one of the typical job titles outlined in the Degree Apprenticeship Standard.

You may also wish to consider progressing to postgraduate study with our MSc Marketing.

Modules & assessment

  • Understanding Work-Based Learning
    Provides skills essential for success on this course, being both preparatory and supportive, to build a strong foundation for the development of academic and professional skills.
  • Principles of Marketing
    A foundation in the core theories and models of marketing, from a bottom-up perspective, including how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management, as well as how to analyse and evaluate alternative approaches in the use of the marketing mix.
  • Marketing Communications
    This module is designed to provide an overall understanding of marketing communications and the tools and techniques used, including internet Marketing and E-commerce, advertising, sales promotions, public relations, publicity, personal selling, sponsorship, packaging, merchandising and exhibitions. How and why is each tool used? What are the advantages and disadvantages of each? How do the tools interact with the other elements of the marketing mix and how they must all integrate to achieve eventual synergy?
  • Introduction to Digital Marketing
    This module has been designed to build essential skills in the identification, integration and monitoring of effective digital tactics to deliver enhanced marketing activities, and is aligned with the 15-credit elective Digital Marketing module which sits within the suite of Level 4 modules for The Chartered Institute of Marketing (CIM) Certificate in Professional Marketing.
  • Introduction to Campaign Planning
    Builds on the essential knowledge and skills covered in the modules 'An Introduction to Digital Marketing' and 'Marketing Communications', by taking an introductory look at integrated campaign planning providing the building blocks towards subsequent learning in this area.
  • Introduction to Organisations and Management
    Management in practice comes down to supporting people to work effectively in different organisational contexts. This module aims to develop your ability to analyse the human side of management, and diagnose problems affecting performance and organisational effectiveness.
  • Understanding Consumers and the Customer Journey
    Understanding what people need and want and ensuring it is available at the right price, the right time and through the right channel is the core principle of marketing. This module examines consumer behaviour theory within a contemporary perspective, looking at the psychological and sociological drivers that influence behaviour and how this affects integrated marketing communications (both online and offline). Managing customer relationships, improving customer service, and understanding the barriers to purchase through the customer journey will also be explored.
  • Data and Analytics for the Digital Marketer
    Digital marketing offers the opportunity for more precise setting of goals and objectives and a greater ability to track, measure, improve and control campaign activity, as part of an iterative cycle of reflection and learning. This module examines the importance of managing digital marketing data for effective decision-making. It provides an understanding of how a range of measurement techniques, data sources and analytical tools can provide insight and value to the marketing team.
  • B2B Marketing
    In recognition that a greater percentage of businesses sell to other businesses than sell to consumers, this module is designed to give the student an insight into the specific issues involved in strategic business-to-business (B2B) marketing, whilst also complimenting any studies into small business issues.
  • International Marketing
    The increased access to new markets across the world means that both opportunities and threats face marketers in the global context. Overcoming cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. The module examines a range of case examples and international market entry strategies, beginning with an assessment of the impact of culture on international marketing.
  • Developing Content for Campaigns
    The success or failure of a digital campaign is not solely reliant on understanding the principles of campaign planning, the tools with which to measure associated metrics, or the attitudes and likely behaviours of the targeted customer: content is king. Here, the principles of content curation, creation, atomisation and planning will be covered providing both a theoretical and a practical, applied understanding of this critical element of digital marketing.
  • IDM Award in Digital Marketing
    The module will cover the roles and benefits of direct and digital marketing channels and how they combine to deliver successful integrated campaigns; how to research, plan, implement, test and measure direct and digital campaigns; to plan an integrated marketing strategy for B2C and B2B marketing; to brief and evaluate the work of external suppliers; and to identify and analyse critical success factors for both online and offline marketing. The Institute of Direct Marketing Award will enable students to gain a recognised qualification and use the honorifics Award DDM on successfully passing the IDM’s online examination.
  • Strategic Brand Management
    Brands are very important to consumers and firms. In this module students will learn about how to manage these valuable assets, as well as the naming of new products and brand extensions. The concept of brand equity will be developed and explored using the work of leading marketing theorists and practitioners. Keller’s consumer based brand equity model will be used as a foundation for understanding how brands are built, what their role is and how their equity can be measured.
  • Creating Impact through Compelling and Visual Content
    By understanding consumer behaviour, the art and science of creating memorable and impactful visual advertising becomes clearer. This module looks at the history and development of effective creative in advertising and how this relates to digital marketing. The principles of how advertisers can engage with increasingly empowered and vocal customers on multiple channels, globally and locally, are explored to establish how digital marketers can create or commission successful campaigns, or visual content for their content management plans.
  • Retailer and Shopper Marketing
    The module develops specialist knowledge of the retail industry from a marketing perspective and explores the emerging use of 'shopper marketing' which applies a range of research techniques to understand the behaviour of shoppers at point-of-purchase.
  • Undertaking the Campaign
    From the key principles of campaign planning in Year 1, to the design of a content marketing strategy and the associated content in Year 2, now you’ll have the opportunity to put the theory and application firmly into practice through the running of a digital campaign. All campaigns must be signed off by the tutor and the employer before going live.
  • Evaluating Campaign Impact (Part 1 of the Endpoint Assessment)
    By now, you will have developed a knowledge of principles and skills for planning a campaign throughout the three-year course, from campaign planning principles, to content development and the implementation of the campaign, and now, finally, assessing its impact. Now you will use analytical skills and associated tools in order to evaluate the effectiveness of the campaign against the set goals and objectives. This will form the basis of the Degree Apprenticeship Endpoint Assessment.
  • Financial and Professional Services Marketing
    The global financial crisis highlighted the importance of the financial services sector. It demonstrated that the way in which financial products are designed and marketed can have implications for the stability of the global financial system and for social well-being. This module explores the principles and practice of marketing in a financial and professional services context.
  • IDM Certificate in Digital Marketing
    This module revises digital theories and prepares you to take an examination set by The Institute of Direct and Digital Marketing, in order to gain the Certificate in Digital Marketing professional qualification. The examination is three hours long and will consist of five questions, from which you will choose three.

Assessment

Throughout the course, we'll assess your progress to make sure you're meeting the intended learning outcomes and engaging fully with each module. These formative assessments help you to monitor monitor and improve your initial-level performance as you advance through the module. They might include self-completion questionnaires, group exercises (discussion forums), and practical digital marketing-related tasks and activities.

The summative assessment, at the end of each module, lets you demonstrate that you've fulfilled the learning outcomes at each level and to the standard expected. These will include written reports, portfolios, presentations, and practical work-based projects.

Near-completion of this course triggers the integrated endpoint assessment (EPA), which completes the Degree Apprenticeship. This is made up of three assessment areas.

  • Part 1: a work-based project or campaign (which will have been achieved through the Year 3 module, Undertaking the Campaign).
  • Part 2: presentation of the project (preparation for which will have been achieved through the Year 3 module, Evaluating the Campaign).
  • Part 3: Q&A interview. This will immediately follow the presentation in Part 2 and will provide the panel with the opportunity to ask questions and clarify certain aspects of your presentation. It's a chance to demonstrate your knowledge, skills and behaviours – as well as your confidence in these abilities – by discussing and defending their project findings.

Where you'll study

Your faculty

You have a highly active mind and see opportunity everywhere. Now you need theory and life-changing skills to sharpen your approach to management. At the Faculty of Business & Law, you will immerse yourself in a multicultural environment where technology blends with teaching to create a dynamic and innovative learning environment. An environment to help you gain those skills.

Where can I study?

Blended learning
Person using laptop

Study at a time that suits you, using our learning management system.

More about blended learning

Fees & funding

Course fees

Degree apprenticeships are funded by your employer and the Government

£0

Entry requirements

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  • 96-112 UCAS Tariff points from a minimum of 2 A Levels or equivalent, such as other UK Level 3 awards recognised by the QCF, the BTEC Level 3 Diploma or the successful completion of the Level 3 Digital Marketer Apprenticeship
  • a minimum of 5 GCSEs at grade C or above, including English and Maths.

We will also consider applicants with non-standard qualification, provided you have a significant amount of relevant experience, or are well-supported by your employer, and demonstrate the ability to succeed in university-level study.

Degree Apprenticeships are financed between the Government and employers, so you will need to be employed under a permanent contract by an organisation to apply for this course.

If English is not your first language you will be expected to demonstrate a certificated level of proficiency of at least IELTS 6.5 (Academic level) or equivalent English Language qualification, as recognised by Anglia Ruskin University.