Course content
Delivered over three years and taught primarily online, the programme combines research-led teaching, live workplace learning, and in-person workshops with industry experts, as well as the opportunity to gain professional accreditation with the Chartered Institute of Marketing (CIM).
The curriculum spans:
- data analytics
- user experience (UX) design
- content creation
- community building
- campaign planning
- ethics
- and the strategic implications of emerging technologies, including AI use.
The course content is iterative, starting with the foundations and principles of marketing, through to strategic theory and knowledge of every element of a digital campaign lifecycle, and finally with the opportunity to apply the skills, knowledge and behaviours learned on the course in a final campaign showcase.
Emphasis is placed on reflective practice, ethical decision making and self-directed learning - essential skills for long-term success in the digital marketing profession.
At the end of this course you will have the professional skills, tools and critical thinking required to not only respond to change, but help shape it from within an organisation – essential for the agile and fast-changing nature of digital industries.
Please note that the module information displayed here is subject to change.
120 credits of compulsory modules.
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory 1 | ||
| Data Analytics and Platforms | 15 | |
| Principles of Digital Marketing and PR | 15 | |
| Finance and Budgeting Essentials | 15 | |
| Consumer Journeys and User Experiences | 15 | |
| Brand Reputation and Management | 30 | |
| Research for Digital Marketing Campaign Planning | 30 | |
CMM1007DAZ: Data Analytics and Platforms
This module examines the role of data within digital marketing. It focuses on the analysis of data from a range of digital sources and platforms to inform digital marketing strategies, address business problems, and evaluate the effectiveness of marketing campaigns. You will explore different terminology, analytics tools and interfaces for each digital platform, in order to understand and critically evaluate industry metrics.
Through a range of teaching and learning opportunities with industry experts, analysis of case studies, and practical sessions and written work, you will:
? Develop your understanding of a range of statistical terminology essential for understanding performance metrics from the most widely used digital platforms such as Meta and G4A.
? Explore interfaces for different platforms and scheduling tools.
? Critically analyse the efficacy of different metrics in reference to a campaign objective.
? Understand Big data analytics methods
? Review the disruptive AI technologies that are transforming digital metrics such as Generative Engine Optimisation (GEO)
? Understand audiences and sentiment via analytics
On successful completion of this module, you will have an in depth and analytical understanding of performance metrics crucial for managing paid and organic digital campaigns.
CMM1008DAZ: Principles of Digital Marketing and PR
This module explores the core principles, functions and strategies that underpin modern digital marketing and public relations. You will understand and apply the four marketing principles (product, price, place, promotion) to a business marketing campaign. You will learn about the strategic value of building business-to-business (B2B) relationships and partnerships. Through lectures and workshops with industry professionals you will gain insights into the marketing mix, segmentation, targeting, and positioning, alongside the role of PR in building brand reputation. Students will develop foundational skills in the psychology of persuasion, identifying market opportunities, understanding consumer needs and crafting integrated marketing communications, all within the context of a digital-first environment.
CMM1009DAZ: Finance and Budgeting Essentials
This module introduces essential financial literacy for marketing professionals, which may include: budget management, cost analysis, pricing strategies, and return on investment (ROI) calculations. Students will learn to interpret financial reports, set realistic budgets, and evaluate campaign profitability. The focus is on enabling marketers to make financially sound decisions that support sustainable business growth and resource optimisation.
CMM1010DAZ: Consumer Journeys and User Experiences
This module investigates how consumers interact with brands across multiple platforms and formats.
You will take an analytical approach to different audiences, develop your understanding of how audience behaviours translate across platforms, and develop a knowledge of how these factors can be integrated into a digital customer journey.
In order to better understand strategy and planning, you will explore:
? Online communities and digital consumers.
? Customer journey mapping.
? Digital touchpoint optimisation.
? Ethical considerations in shaping user pathways.
This module blends theory and contemporary research with practical techniques for enhancing engagement, retention, and conversion rates through user-centred design and personalised marketing strategies.
The module content will be taught through online delivery, practical group work overseen by industry experts and independent case study reviews.
CMM1011DAZ: Brand Reputation and Management
This module examines that evolution of brand positioning in a digital environment.
In this module, you will develop the skills required to manage organisational reputation and to build a compelling brand in a digital environment.
The goal of this module is for you to develop your understanding of strategic marketing, in order to apply those insights and skills to developing distinctive, competitive brands for digital platforms.
This module covers:
? The evolution of brand positioning in a saturated digital environment, including key challenges and consumer attention
? The building blocks for developing brand equity and brand experiences via digital touchpoints
? The skills to enhance brand identity in relation to digital content creation; designing and maintaining a consistent brand identity across multiple platforms and products.
Using contemporary case studies, underpinned by research insights, the module demonstrates how to make brands flexible and robust, in response to changes in consumer behaviour, platform competition, and technological disruption. You will learn the fundamentals of branding and its significance in a digital environment, in preparation for Years 2 and 3, where these skills will be put into practice.
CMM1012DAZ: Research for Digital Marketing Campaign Planning
This module enables you to develop the skills to become a credible and trusted digital marketing professional within a wider organisational context. The module focuses on market research in the context of digital campaign planning, covering the research process from methodological design through to campaign application. You will develop the skills required to collect, analyse and interpret market research data, and to apply insights effectively in support of evidence based decision making.
On successful completion of this module, you will be able to articulate how customers behave and how audiences perceive brands across digital contexts. Moving beyond anecdotal insight, you will be able to substantiate recommendations and strategic decisions using research data. The module covers:
? Qualitative and quantitative research methods
? Audience segmentation and profiling
? Competitor, sector and trend analysis tools and techniques
Through blended learning, practical exercises and guided independent study, you will develop the ability to translate research findings into actionable insights. These insights will inform sustainable, creative and effective digital marketing campaigns that respond to, anticipate and track evolving market trends.
Please note that the module information displayed here is subject to change.
120 credits of compulsory modules.
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory 1 | ||
| Digital Marketing Planning and Strategy | 30 | |
| Building Engagement and Communities with User Experience (UX) Design | 30 | |
| Digital Content Creation | 15 | |
| Intercultural Marketing Communications | 15 | |
| Marketing in Action (Chartered Institute of Marketing Accredited) | 30 | |
CMM2031DAZ: Digital Marketing Planning and Strategy
This module teaches you how to create structured, research-informed digital marketing strategies with clear objectives, timelines, and performance metrics. You will apply the data analysis, audience insights, user experience knowledge and brand skills learned in Year 1 to create a cohesive and sustainable plan that delivers measurable impact. You’ll critically evaluate live case studies and develop your own strategies to gain an understanding of successful digital marketing plans, on which to develop further in your own project in Year 3. Within this module you will critically evaluate different types of organisational management and behaviours, to better understand different stakeholder and customer requirements, and how they play a part in digital campaign management. You will learn strategies for managing people and processes to support effective marketing operations, and apply these considerations to your own digital marketing plan.
CMM2032DAZ: Building Engagement and Communities with User Experience (UX) Design
Building on the foundational knowledge introduced in CMM1007DAZ Data Analytics and Platforms in Year 1, this module enables apprentices to further develop competencies in strategic digital marketing including:
? Developing content strategy
? Producing assets for digital storytelling
? Identifying suitable distribution channels
? Managing performance measurement
Through interactive online workshops with industry experts, you will learn practical skills such as wireframing, prototyping, usability testing, e-commerce and inclusive design practices. During this module, you will learn the principles of design theory and UX design in order to optimise digital usability and accessibility in multi-media marketing narratives. You will also explore engagement in more detail, evaluating its impact in the digital marketing mix and how this metric compares to reach, conversion and direct customer interactions. As a result, you will be equipped to enhance user interfaces to ensure positive and seamless customer experiences that support businesses in building engagement and online communities.
On successful completion of this module, you will have developed a demonstrable understanding of how to build engagement and communities in order to create engaging and positive consumer experiences online.
CMM2033DAZ: Digital Content Creation
In this practical module, you will explore how to create content that builds trust, drives engagement, and aligns with brand objectives across multiple platforms.
This hands-on, design-focused module is taught by expert digital content creators for brands such as Marie Claire, Francis Bacon and D&AD Award winners, who will teach you how to create more compelling multimedia assets for digital platforms through media skills-based online workshops, supported by guided independent practice.
Building on brand skills introduced to you in earlier modules, you will learn how to:
? Use creative software tools
? Write compelling copy (and harness AI tools to support this skill)
? Hone brand aesthetics
? Optimise content for varying platform and accessibility requirements to deliver high-quality, audience-ready content that maintains a consistent brand identity.
On successful completion of this module, you will have developed your content-creation abilities and be able to create, refine and optimise content for digital channels, from e-commerce to social media to custom web designs. You will also have developed an understanding of digital media production workflows and content ecosystems to prepare you for next year.
Underpinning this module will be the fundamentals of AI literacy—how to distinguish synthetic and genuine content online and create brand assets that will stand out in a saturated digital media landscape.
CMM2034DAZ: Intercultural Marketing Communications
This module enables the development of skills to enhance communication with diverse and global audiences. You’ll work on case studies that encourage you to navigate cultural differences and will explore cultural frameworks, localisation strategies, and inclusive marketing approaches. The module emphasises ethical and culturally sensitive practices to ensure messages resonate across diverse markets. You will leave this module with a clear understanding of digital marketing regulatory requirements, data protection, compliance and ethics, both national and international. You will develop a critical understanding of generative AI, the ability to discern between the biases inherent in digital content, accessibility issues and how this affects brand perception among different audiences.
CMM2035DAZ: Marketing in Action (Chartered Institute of Marketing Accredited)
This module enables you to gain a Chartered Institute of Marketing (CIM)-accredited professional qualification, aligning your Digital Marketing Apprenticeship with globally recognised industry standards.
The module provides you with the opportunity to demonstrate your knowledge and understanding of marketing theory through practical campaign development.
You will develop professional marketing skills including briefing analysis, campaign planning and implementation, and the structured critical evaluation of campaign effectiveness against strategic objectives.
Upon successful completion of this module, you will have mastered the key developmental stages of a marketing project by addressing the need to identify the target customer/audience, the value of information gathering and analysis, how to deliver customer expectations and the need for alternative approaches. You will develop your ability to critically evaluate learning activities and reflect on campaign success.
Please note that the module information displayed here is subject to change.
120 credits of compulsory modules.
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory 1 | ||
| Strategic Brand and Crisis Management | 30 | |
| Strategic Digital Marketing Project | 30 | |
| Measurement, Insights and Media Performance Planning (with Ethics) | 30 | |
| Campaign Showcase (End Point Assessment) | 30 | |
CMM3020DAZ: Strategic Brand and Crisis Management
This module explores how to create, grow, and protect brand value in competitive global markets.
The module begins by critically examining how brand identities are formed, as well as looking at factors such as positioning and architecture, alongside strategies for innovation and adaptation. By exploring case studies from brand leaders such as Patagonia, Apple, and Nike, you will learn how to sustain brand relevance, differentiation, and loyalty over time.
The module moves on to managing a brand—specifically in times of crisis, via case studies and discursive workshops with brand experts. You will critically evaluate how brands respond to different crisis scenarios, environmental, internal and cultural. You will examine frameworks such as Coombs’ Situational Crisis Communication Theory (SCCT) and agile response models and strategies to manage digital marketing crises. Through simulations and brand case studies, you will develop skills in making rapid assessments, communicating with stakeholders, and brand resilience.
This module will have a practical focus, building on the theoretical and strategic brand reputation skills learned in Years 1 and 2. This module aims to strengthen your problem-solving, decision-making, and leadership skills in high-pressure scenarios so that you can become an effective digital brand leader, able to solve problems rapidly and perform under pressure.
CMM3021DAZ: Strategic Digital Marketing Project
This module is your capstone experience, where you will design, implement, and evaluate a strategic digital marketing campaign.
Integrating Kotler’s principles of immersive experience marketing (2021) with contemporary sustainability and inclusivity considerations, you will produce a professional-standard assessment output that blends research, creativity, and ethical practice.
This project is designed to provide you with the opportunity to consolidate your learning from across the programme, enabling you to practice the strategic, creative and analytical skills you have developed. The end point assessments provide an opportunity to test out ideas and project plans of the campaign showcase.
CMM3022DAZ: Measurement, Insights and Media Performance Planning (with Ethics)
This module builds on previous learning regarding digital analytical skills developed but with an additional focus on how data can be used to understand audiences, evaluate performance, and inform ethical decision making in digital environments. You will explore how paid, owned, and earned media work together within integrated campaigns, and how effectiveness is measured and optimised.
The module introduces critical perspectives on sustainability, power, and data driven culture, and examines how analytics, data visualisation, and algorithmic systems shape user experience, trust, and brand reputation. Building on earlier UX learning, you will apply analytical insight to the design and evaluation of digital audience journeys.
CMM3023DAZ: Campaign Showcase (End Point Assessment)
This module enables you to develop and present a substantial final year marketing campaign to a professional audience, providing the primary work based project that will inform your End Point Assessment (EPA). Through the design, delivery and evaluation of a real world campaign, you will demonstrate strategic thinking, creative execution and professional judgement in a workplace context.
The module supports you to critically evaluate decision making, outcomes and impact, and to communicate your practice clearly and confidently to non academic audiences. Emphasis is placed on professional communication, presentation and portfolio development, ensuring you are well prepared to articulate and evidence your practice independently during the EPA period.
The curated showcase consists of the three End Point Assessment (EPA) elements: a project report, a presentation and an interview, demonstrating all the knowledge, skills and behaviours required for this course.
This process is designed to build your confidence in industry engagement, networking and collaborative working.
Accreditations
This programme is accredited by the Chartered Institute of Marketing (CIM), and completing all the modules will enable you to achieve a professional marketing qualification.
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Entry requirements
To undertake this programme, you must be employed in a suitable digital marketing role or other relevant marketing role such as Digital Marketing Executive, Social Media Specialist or Online and E-commerce Marketing. A full list of typical job roles can be found on the .
The Digital Marketing programme has two entry routes:
- Application through A-Levels: Grades BBB or equivalent Level 3 qualification (see below), or:
- Application through experience: Before acceptance to the programme, applicants will be required to demonstrate relevant work experience in digital marketing, communications or cognate industries.
Applicants will also require a Maths GCSE qualification (Grade 4/C).
Contextual applications are welcome.
| Qualification | Typical offer |
|---|---|
| A levels | BBB |
| IB | 30/555 |
| BTEC | DDM |
| T-level | Merit |
| Contextual offers |
BCC |
| Equivalences | View other grade equivalences |
Additional entry requirements
As an apprenticeship funding requirement, all apprentices aged 16-18 studying for a level 3 apprenticeship or higher are required to evidence achievement at level 2 in Mathematics and English before their gateway to endpoint assessment.
If the apprentice is aged 19+ when they begin their apprenticeship training, and they do not already hold a suitable equivalent qualification, English and / or maths is an optional part of the programme under the funding rules. However, L2 English remains a standard entry requirement for 91天堂色情片 programmes.
Find out more about how we support Functional Skills.
Applicants must also have a valid and eligible residency status to gain entry onto the apprenticeship – please see the for further information.
How to apply
Selection to this programme is made by employers; candidates should already hold a post with the employer and continue working for them throughout the duration of the apprenticeship. The candidate should initially speak to their HR department and/or manager to gain sign-off to undertake this apprenticeship.
Once the employer agrees for the candidate to go on the apprenticeship, the candidate should then submit their application to the University.
If successful, applicants will be offered a place by the 91天堂色情片, and we will send further information about how to enrol as an apprentice.
Fees and Funding
Full programme cost: £21,000
This apprenticeship is entirely funded through an Employers’ Apprenticeship Levy. Your employer fully covers the cost of the apprenticeship; apprentices do not pay for any of the eligible training costs.
Employers must pay their apprentices a salary at least consistent with national legislation and cover the costs of the apprentice’s travel and subsistence to attend on-campus sessions.
Funding eligibility criteria
To be eligible for funding the apprentice must meet the criteria listed in the .
If you / your company are not eligible for levy funding, it can be commercially funded in full by your organisation.
The apprentice?must have a valid and eligible residency status to gain entry onto the apprenticeship.
Learning and teaching
How you'll learn
This programme is delivered through an in-person induction, with the rest of the learning taking place online.
Delivered over four years, the programme is taught through:
- 4 x 15 credit modules and 2 x 30 credit modules in Year 1
- 2 x 15 credit and 3 x 30 credit modules in Year 2
- 3 x 30 credit modules in Year 3
- With one final 30-credit End Point Assessment (EPA) module in Year 4.
Approximately 20 per cent of an apprentice's contractual working time will be given over to study. Our model is designed to be flexible around the needs of apprentices and workloads.
The blended learning format incorporates:
- Online learning activities.
- Two work-based practice modules - applying learning to real challenges.
- Apprentices are allocated a workplace mentor within their organisation and an academic mentor to help ensure their successful completion of the programme.
Apprenticeship Standard
The 91天堂色情片's BSc (Hons) Digital Marketing has been designed to deliver the L6 digital Marketer standard. The apprenticeship standard is made up of knowledge, skills and behaviours that are demonstrated via a portfolio of evidence. The University will support you in completing your portfolio in partnership with your workplace. The modules will provide you with the skills and opportunities to apply systemic approaches and plan interventions at your home organisation.
Your future
Employer-valued skills
Digital marketing is a constantly evolving industry; as platforms, algorithms and technologies change and innovate. A key skill for any digital marketer is to be able to adapt, stay one step ahead of the trends, and think critically about the markers of success.
Throughout this course, apprentices will be encouraged to ask questions and critically evaluate the data they are presented with. Which metrics really matter when building an engaged online audience? How can we create ethical digital experiences? How can we grow and protect brand online identities?
On successful completion of this degree programme, apprentices will be creative, discerning digital marketers, able to lead others, make informed decisions and be an asset to their organisation.
Career paths
This digital marketing apprenticeship at the 91天堂色情片 enables apprentices to gain a blend of real-world practical experience in digital marketing, delivered by Russell Group academics, helping them develop the skills, knowledge, and behaviours required of a seasoned digital marketer.
The apprenticeship prepares apprentices to lead campaigns and strategy, rather than simply executing them, opening up more roles in strategy and leadership.
With a Level 6 qualification, apprentices typically move into roles such as:
- Digital Marketing Executive
- Digital Marketing Manager
- Marketing Specialist (SEO, PPC, content, etc.)
- Campaign Manager
- PPC (Pay Per Click) Manager
- Performance Marketing Manager
- Growth Marketing Manager
- Marketing Analyst
- Digital Analyst
- CRO (Conversion Rate Optimisation) Specialist
- Content Marketing Manager
- Social Media Manager
- Brand Manager
- Digital Marketing Manager
- Marketing Director
- E-commerce Manager
- Marketplace Manager
Employer information
Delivery
This is a blended programme delivered over three years. The majority of teaching takes place online through lectures, seminars and practical workshops. This is complemented by:
- In?person workshops with industry experts at the start of each academic year
- Structured workplace learning, ensuring academic study is directly applied to live business contexts
A full calendar of study commitments will be provided to employers ahead of the programme commencing, to help with planning the release of the apprentice to complete their learning.
Learning
This programme has been designed to meet the requirements of Skills England’s Digital Marketer (integrated degree) apprenticeship standard.
Apprentices will develop key skills and knowledge in data analytics, user experience (UX) design, content creation, community building, campaign planning, ethics and the strategic implications of emerging technologies, including AI use. They will also be assessed on the behaviours essential for a digital marketer, such as commitment to quality of work, responding effectively under pressure and communicating effectively with stakeholders.
This toolbox of skills, knowledge and behaviours will be essential to apprentices and employers in digital marketing roles.
Benefit to employers
Through this apprenticeship, employers can build in?house digital marketing capability with the added advantage that apprentices remain productive employees throughout the programme. Learning is immediately applied to real projects, supporting measurable impact, workforce development and long?term staff retention.
Apprentices will graduate with a Level 6 qualification, providing them with the skills to lead, strategise, and oversee campaigns within an organisation.
This course is designed to develop apprentices’ critical thinking, reflective practice and adaptability, so that upon graduation they’ll have both the professional and academic experience sought after by employers to drive impact within and beyond their organisation.
Funding
Training and assessment costs are funded through UK government apprenticeship funding, subject to the approved funding band: Levy?paying employers use funds from their existing Apprenticeship Levy account. Non?levy?paying employers typically contribute 5% of training and assessment costs, with the government funding the remaining 95%, up to the maximum funding band. Salary, employment costs and any additional employer?specific costs are paid by the employer.
If an employer wishes to pay commercially for this programme for an employee, please contact the Partnership Manager for more information. This programme cannot be self-funded by the learner.
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