Digital Marketing for Business

Year 2

(Referred to as stage 1 of the degree)

You will develop the foundational knowledge and understanding of how organisations operate within the modern business context and the importance of effective people management. This initial stage provides the core creative, commercial and analytical skills, allowing you to reflect on previous professional experience and prepare for the strategic and technical digital modules in Stage 2 and 3.

Year 3

(Referred to as stage 2 of the degree)

This stage enables you to formalise your experience by diving into applied digital expertise. You will focus on core digital marketing specialisms, including: digital strategy and analytics; AI for Marketing; Influencer Marketing; and SEO and Paid Search. 

You will apply these skills to real-world business challenges or scenarios, cultivating a portfolio of applied knowledge ready for the Honours year.

Gain a degree in 1 year

We offer direct entry at Year 3 if you have a minimum of 3 years’ business experience and at least one year’s management experience or if you possess a relevant HND. This means you will gain a Bachelor’s degree in just 1 year.

Year 4

(Referred to as stage 3 of the degree)

You will integrate high-level digital marketing and business concepts by undertaking your final specialist modules and a substantial work-integrated Capstone Project (60 credits). This project is based on a real-life challenge, live client brief, or independent research topic. Modules also cover Digital Content Production and Innovation and Enterprise. This stage develops advanced personal and professional skills like research, critical analysis, and professional presentation, enhancing your employment portfolio.

Student stories

Hear from our students and graduates about their experiences studying the Digital Marketing course:

Learning Methods

The BA (Hons) Digital Marketing for Business is delivered entirely via online learning, specifically catering to working professionals, career changers, and those progressing from college or vocational qualifications.

The primary teaching and learning strategy for the BA (Hons) Digital Marketing for Business is practice-based, vocationally focused, and student-centred. The course is delivered fully online with RGU’s Virtual Learning Environment (VLE) Moodle, incorporating a blend of engaging, interactive, and industry-informed activities. Methods typically include recorded lectures and blended learning materials for flexible access; live online tutorials and discussion forums; workshops, case studies, asynchronous group exercises, and live client projects. Practitioner-led sessions and guest lectures ensure content reflects current trends, tools, and strategies. Students take increasing responsibility for their own learning, supported by continuous dialogue and formative feedback. The flexible design allows you to fit study around work commitments.

How long is a BA (Hons) Digital Marketing for Business course?

The full-time course duration is up to 3 years for a September intake. The program is structured around a four-block modular approach (one module at a time), offering maximum flexibility to fit around existing work commitments.

The entire learning experience is work-integrated, meaning practical assignments and assessments draw directly on the student’s own workplace or an applicable industry case-study. The Honours stage (formally Stage 3 modules, typically in the fourth year) culminates in the 60-credit Capstone Project, a substantial work-integrated research study focused on a real business challenge.

February Intake and Accelerated Options

The option to start the course in February is available only to students eligible to enter the course at Stage 2 (Year 3). For these students, it takes one year to complete the Bachelor's degree (BA Digital Marketing for Business). Students who choose to continue to the Honours year will have a few months break prior to re-commencing studies in September, making the full course duration approximately 2 years 6 months. Advanced entry through Recognition of Prior Learning (RPL) is strongly encouraged for professionals and HNC/HND holders, providing a rapid route to achieving a full Honours degree alongside work.

Activity Summary

Indicative and Stage Dependant

• Live Online Sessions – 2 hours per week fitting around your schedule
• Small Group Tutorials - 3-10 students per group, 1 hour per week module dependent
• Project Supervision / Academic Support - individual or small group, 30 minutes per week
• Online Workshops & Practical Activities – 2-4 hours per week
• Independent Work-Integrated Study – 20–25 hours per week

Independent Study

In addition to live sessions and tutorials, you will spend approximately 20–25 hours per week working independently. This includes activities such as watching recorded learning materials, completing work-integrated assignments, engaging with discussion forums, reflective journaling, prescribed reading, and researching and writing course assessments. Many of these activities can be applied directly to your own workplace or a relevant industry context, allowing you to integrate your studies with your professional practice.

Assessment

Typically students are assessed:

Stage 1

• 4 reports

Stage 2

• 1 report
• 3 portfolios

Stage 3

• 1 report
• 1 portfolio
• 1 oral Assessment and/or presentation
• 1 Capstone project

Staff Delivering on This Course

The course is delivered by the expert team at Aberdeen Business School, comprising staff with deep expertise in Business, Management, Marketing, and Digital Media. Multiple staff members are RGU:Union STAR Award holders with teaching excellence awards voted by the students.

The team blends academic scholarship with extensive practitioner experience in areas like content creation, digital marketing strategy and tools, AI, and project management. Many staff are active researchers and hold professional body memberships, ensuring the curriculum remains cutting-edge and industry relevant.

Feedback

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

Job Prospects

The knowledge and skills developed throughout this course will enhance your employability and enable you to progress your existing career, change your career path or apply for new job opportunities in an exciting, growing sector.

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

What is needed for a BA (Hons) Digital Marketing for Business degree?

Standard Entry Requirements

Entry to Stage 1 (Year 2)

2 years’ work experience or a relevant HNC in Marketing, Communications, Business, Design, Admin and IT may be considered.

Entry to Stage 2 (Year 3)

A relevant HND in Marketing, Communications, Business, Design, Admin may be considered. For someone with a minimum of 3 years’ work experience and at least one year digital marketing experience you could be eligible for accelerated entry to this year and stage to a Bachelor's degree in a year.

Entry to Stage 3 (Year 4)

You can progress post-completion of year 3 and gain your Honours award in this final year of study. This is an optional year after completion of year 3.

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:

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