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Digital Marketing

BA (Hons)
BA (Hons) Digital Marketing

This course is the only BA (Hons) Digital Marketing degree course available in Scotland. It will provide you with the relevant knowledge and skills to design, deliver and evaluate digital marketing strategies and campaigns, in preparation for a successful career in the industry.

You will be introduced to a wide range of technologies and techniques, providing you with an overview of the digital technology landscape and strategic marketing principles of today. You will have the opportunity to use these skills in real-world projects, building a portfolio of practical digital outputs for your CV, through placement and live agency projects.

The technical skills you build are globally applicable and in high demand, the modules you study address strategic and theoretical issues that draw on international case studies.

With a strong industry influence, and a curriculum that embraces a global outlook, you will develop a unique skillset that prepares you for an increasingly dynamic and creative range of careers, with demand both locally and internationally.

This course has one study option

Mode of Attendance

  • On Campus

Mode of Study

  • Full Time

Start Date


Course Length

4 years
Year 1

You will develop the knowledge and understanding of digital marketing, communications and business environments and the ways in which the core sectors of the industry interact. Specific technical and professional skills will be gained such as creating digital media and marketing content across a range of platforms appropriate to industry.

Year 2

You will further develop knowledge and understanding of core academic, and professional elements of business, digital marketing, communications and media environments, whilst enhancing your creative, technical and analytic skills. You will be able to apply digital marketing techniques in a range of different contexts including consumer, third sector, internal communications and external affairs.


You will take increasing responsibility for learning and decision-making, which will be demonstrated by a greater level of independent study through opportunities such as the Digital Marketing Project or six-week or twelve-week placement.

Year 4

You will develop an understanding of specialist digital marketing practices and strategies. The Research 
Project allows you to apply critical thinking and analysis in a focused manner through research and a self-selected topic, whilst further developing practical and leadership skills through live-project work.


Modules and delivery order may change for operational purposes. The University regularly reviews its courses. Course content and structure may change over time. See our course and module disclaimer for more information.

Detailed module information

You will engage with the course through online and on-campus learning materials, lectures, tutorials, industry-led workshops and live client projects. These comprise of a mix of group study, discussion, simulation and presentations of findings by teams and individuals.

The course operates a ‘Digital Marketing Agency’ across Semester 1 of your final two years of study. In Year 3, you will work on live-client projects for fourth year students within the construct of a ‘Digital Marketing Agency’. In Year 4 you will deliver the more complex and strategic aspects of the task, whilst demonstrating the ability to lead and manage your degree-level counterparts.

Access to our virtual learning environment, CampusMoodle, is also provided giving you access from home to learning materials (including videos, e-books and journals).

Activity Summary

Year 4

  • Lectures - 6 hours per week
  • Seminars - 20-30 students per group, 1 hour per week
  • Tutorial - 20-30 students per group, 1 hour per week
  • Project Supervision - 4-6 students per group, half an hour per week
  • Practical class or workshop - 20-30 students per group, 2 hours per week
  • Independent Study - 10-15 hours per week
  • External Visits - 30 students per group, 6 hours per semester
Independent Study

In addition to lectures and tutorials, you will spend approximately 20 - 25 hours per week outside of the class working on your own. This involves activities, such as prescribed reading, preparing for tutorial assignments, team meetings and researching and writing course assignments.

Staff Delivering on This Course

All staff teaching on the course have significant teaching experience in their specialist areas, with their expertise underpinned by research.

Additionally, staff have relevant practitioner experience in areas including digital marketing, public relations, advertising, marketing, digital media, editing and journalism, which helps to underpin the delivery of the courses in terms of practical examples and case studies. Such contacts in the industry also provide useful links with regards to guest speakers, student company visits and the organisation of live client projects – all of which play an important role in the course.

Many have featured in the annual Support and Teaching staff with Appreciation and Recognition (STAR) awards voted by the students and organised by RGU:Union.


Typically students are assessed each year:

Year 1

  • 3 reports
  • 2 project outputs
  • 1 oral assessment

Year 2

  • 2 reports
  • 3 project outputs
  • 1 oral assessment

Year 3

  • 3 report
  • 1 portfolio
  • 2 project outputs
  • 1 practical skills assessment
  • 1 group critique

Year 4

  • 3 report
  • 1 dissertation
  • 1 portfolio
  • 2 project outputs

We aim to provide you with feedback within 20 working days of hand-in for all written exams, coursework and practical exams.



The Inclusion Centre advises and supports students who disclose a sensory or mobility impairment, chronic medical condition, mental health issue, dyslexia and other specific learning differences. Applicants are encouraged to arrange a pre-entry visit to discuss any concerns and to view the facilities.

The Inclusion CENTRE


All undergraduate and postgraduate students, whether you are learning on-campus or by online distance learning, benefit from using our collaborative virtual learning environment, CampusMoodle. You will be provided with 24/7 online access to your learning material and resources, along with the ability to interact with your class members and tutors for discussion and support.



The Study Support Team provides training and support to all students in:

  • Academic writing
  • Study skills (note taking, exam techniques, time management, presentation)
  • Maths and statistics
  • English language
  • Information technology support


Library Support

The Library offers support for your course, including the books, eBooks, and journals you will need. We also offer online reading lists for many modules, workshops and drop-ins on searching skills and referencing, and much more.

University Library


In Year 3, you will have the invaluable opportunity of undertaking a six or twelve-week placement where you will gain practical experience in an area of individual choice within the communication and media industries. You can choose to source your own placement or access our Placement Office, who will support you in sourcing and validating a suitable position.

Previous placement companies in the field of marketing communications include Saatchi & Saatchi in London, BBC Scotland, Weber Shandwick, Evening Express, Wood Group, Aberdeen & Grampian Tourist Board, The Scottish Rugby Union press office, The National Trust for Scotland press office and The Big Partnership. 


Study Abroad

In Semester 2 of Year 3 there is a unique opportunity to study abroad with our partner universities in Europe and across the globe. 


Job Prospects

The digital economy has been recognised as a key area of growth and strategic importance to the Scottish, wider UK and international economy and as such it is not surprising that the job prospects leading from BA (Hons) Digital Marketing are significant.

The course will prepare you for a range of digital marketing careers and roles in a variety of industries including Marketing and Communications, PR, Technology, Tourism, Oil and Gas, Professional Services, Public Sector, Private Sector, Finance and Hospitality.

Is Digital Marketing a good career choice?

BA Digital Marketing graduates of Robert Gordon University can to on to pursue the following careers:

  • Digital Marketing Executive 
  • Digital Marketing Manager 
  • Digital Marketing Analyst 
  • Digital Marketing Coordinator 
  • Marketing Communications Manager
  • Communications Officer

Find Your CAREER Path

Standard Entry Requirements
  • SQA Higher: BBBC
  • GCE A Level: BCC 
  • Irish Leaving Certificate Higher: H2H3H3H3 
  • IB Diploma: 27
Minimum entry requirements

The minimum entry requirements for widening access applicants are:

  • SQA Higher: BBC/BCCC
Alternative Qualifications

We welcome applications from those with equivalent qualifications to those stated, including SVQs/NVQs, access programmes and overseas qualifications. Applications from students with non-standard qualifications or work experience will be considered on an individual basis.

Applicants from Partner Colleges

A relevant HNC or HND from one of our partner colleges will be considered for entry into Year 2 or 3.

Advanced Entry

All other applicants who are interested in applying for advanced entry will be considered on an individual basis.


International students who do not meet our direct entry requirements for this course can gain additional entry points through our International College at Robert Gordon University.

English Language Requirements

Applicants whose first language is not English should have an IELTS of 6.0 overall, with no component lower than 5.5, or an equivalent.

We accept a variety of in-country and secure English language tests, find out more:

English Language requirements

Our Pre-Sessional English Programme (PSP) is available for students who have not yet reached the required English level and those who would like to improve their language competency. 


Please note, some courses may require a higher standard of English than stated in this page. Contact further information.


Scottish Students

  • £1,820 per academic year

EU Students

  • Fee to be confirmed

Rest of UK Students

  • £5,000 per academic year

International Students

  • £14,000 per academic year

Scottish/EU Students

  • £1,820 per academic year

Rest of UK Students

  • £5,000 per academic year

International Students

  • £14,000 per academic year
Additional Costs

The following course-related costs are not included in the course fees:



For new intakes course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter.  For further information see:


Student Funding

If you are a Scottish resident or EU national you are not liable to pay fees and should apply to SAAS for funding.


Students from other parts of the UK should visit the appropriate website:




Scholarships and Financial Awards

You may also qualify for a scholarship or financial award:



Have a question about the course? Get in touch with our Student Admissions Team and we'll do our best to help.

Get in touch

Taking this course, you will have access to some of the world's best facilities.

We've invested more than £100 million in the development of our campus, new facilities and new resources.

University Wide Facilities

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