Digital Marketing

Year 1

The common first year will develop your fundamental knowledge and understanding of digital marketing, business analytics, communications and business environments. Specific technical and professional skills will be gained such as creating digital media, marketing content across a range of platforms appropriate to industry and gain hands on experience of data management and visualisation.

You will choose to follow BA (Hons) Digital Marketing or BA (Hons) Digital Marketing and Business Analytics before entering Stage 2.  

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.

Year 3

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, a six-week or twelve-week placement or a Study Abroad placement opportunity.

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.

Student stories

Hear from our students and graduates about their experiences studying this course:

Learning Methods

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 Term 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).

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

A Digital Marketing degree can be successfully completed in 4 years, in which the opportunity to receive the necessary skills are obtained.

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 - 20-25 hours per week
• External Visits - 30-40 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.

Assessment

Typically students are assessed each year:

Year 1

• 1 report
• 5 portfolios
• 1 oral assessment

Year 2

• 1 report
• 5 portfolios
• 1 group critique

Year 3

• 3 reports
• 2 portfolios
• 1 project output
• 2 oral assessments

Year 4

• 2 reports
• 1 dissertation
• 2 portfolios
• 2 project outputs

Feedback

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

Placements

In Year 3, you will have the invaluable opportunity of undertaking a six-week, twelve-week or year-long 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 Term 1 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

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

Standard Entry Requirements

Year 1 entry

• SQA Higher: BBBC
• GCE A Level: BCC 
• Irish Leaving Certificate Higher: H2H3H3H3 
• IB Diploma: 27

Year 2 entry

• SQA Advanced Higher: BC at Advanced Higher plus CC at Higher (4 subjects)
• GCE A Level: BBB

Minimum Entry Requirements

Year 1 entry

The minimum entry requirements for widening access applicants are:

• SQA Higher: BBC/BCCC

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.

Applicants from Foundation Pathway Providers

Entry to year 1 or year 2 may be possible for students who have completed a Foundation Certificate or Foundation Undergraduate Pathway programme, from an approved UK provider, at 60% or above. For courses which require a specific subjects match, such as English or Maths, these would need to provided in addition to the Pathway Programme Certificate or result.

Advanced Entry

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

International Students

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:

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