THE UNIVERSITY OF NORTHAMPTON

Advertising & Digital Marketing

BA (Hons)  |  Placement Year:   No

Stage One

You will be introduced to the foundations of marketing and communication theory, consumer behaviour and the tools used within marketing communication. You will gain an understanding of the advertising industry, how it operates and how advertisers gather information on their audiences. You will develop creative thinking skills and begin to apply them in developing creative approaches to advertising problems. You will also have the opportunity to work on your first live project and deliver your first campaign.

Stage Two

Communication theories will be considered in greater depth and you will explore techniques for recognising and creating appropriate communication campaigns for a range of organisations. You will acquire knowledge and understanding of the structure and functions of the advertising industry and develop personal and professional skills needed to operate effectively within it. You will also research job roles, learn to deliver an elevator pitch, put on an exhibition and create an online portfolio. You will deliver your second live project and take part in the Nielsen competition.

Optional Work Placement Year

You are encouraged to undertake a year-long placement in between Stages Two and Three of study. If you meet the entry criteria, and choose to take up a placement year you will find it an invaluable experience that helps you to apply your learning in your final year and prepares you for your career. Whilst on your Optional Work Placement Year you will study a 40 credit module ‘The Placement Year Experience – Organisations in Context’. We offer a lot of support in helping you to find a placement, which can be in the UK or overseas.

Stage Three

Stage Three builds upon the knowledge and skills gained from Stages One and Two. You will work with a major advertising agency on a live-client brief; this will involve producing campaign proposals and pitching them to the agency and client (usually at the agency offices in London). You will engage with all activities involved in developing a full campaign including: analysis, objective and strategy development, media choice, implementation and evaluation.

Programme description

Stage One

You will be introduced to the foundations of marketing and communication theory, consumer behaviour and the tools used within marketing communication. You will gain an understanding of the advertising industry, how it operates and how advertisers gather information on their audiences. You will develop creative thinking skills and begin to apply them in developing creative approaches to advertising problems. You will also have the opportunity to work on your first live project and deliver your first campaign.

Stage Two

Communication theories will be considered in greater depth and you will explore techniques for recognising and creating appropriate communication campaigns for a range of organisations. You will acquire knowledge and understanding of the structure and functions of the advertising industry and develop personal and professional skills needed to operate effectively within it. You will also research job roles, learn to deliver an elevator pitch, put on an exhibition and create an online portfolio. You will deliver your second live project and take part in the Nielsen competition.

Optional Work Placement Year

You are encouraged to undertake a year-long placement in between Stages Two and Three of study. If you meet the entry criteria, and choose to take up a placement year you will find it an invaluable experience that helps you to apply your learning in your final year and prepares you for your career. Whilst on your Optional Work Placement Year you will study a 40 credit module ‘The Placement Year Experience – Organisations in Context’. We offer a lot of support in helping you to find a placement, which can be in the UK or overseas.

Stage Three

Stage Three builds upon the knowledge and skills gained from Stages One and Two. You will work with a major advertising agency on a live-client brief; this will involve producing campaign proposals and pitching them to the agency and client (usually at the agency offices in London). You will engage with all activities involved in developing a full campaign including: analysis, objective and strategy development, media choice, implementation and evaluation.

Key Modules

Career Opportunities

The advertising and digital marketing industries provide a wide range of exciting employment opportunities for graduates, including:

  • digital media executive
  • social/online communities manager
  • account manager in a marketing communications agency
  • media planner or buyer
  • advertising planner
  • public relations consultant
  • brand or communications manager within a client organisation
 
Module & Subject
  • Foundations of Marketing (20 Credits)

    • Module code: MKT1001
    •  
    • Core module Y
  • Introduction to Marketing Communications (20 Credits)

    • Module code: MKT1002
    •  
    • Core module Y
  • Foundations of Advertising Media (20 Credits)

    • Module code: MKT1018
    •  
    • Core module Y
  • Digital Marketing Essentials (20 Credits)

    • Module code: MKT1029
    •  
    • Core module Y
  • Understanding Consumers (20 Credits)

    • Module code: MKT1030
    •  
    • Core module Y
  • Business Modelling for Marketers (20 Credits)

    • Module code: MKT1022
    •  
    • Core module N
  • Reflections on Work (WBL) (20 Credits)

    • Module code: HRM1017
    •  
    • Core module N
  • English for Business Studies (ESL) (20 Credits)

    • Module code: LEI1007
    •  
    • Core module N
  • Spanish Language 1 (Ab Initio) (20 Credits)

    • Module code: SPA1001
    •  
    • Core module N
  • Contemporary Chinese Studies (20 Credits)

    • Module code: CHN1001
    •  
    • Core module N

stage2

  • Managing the Communications Process (40 Credits)

    • Module code: MKT2036
    •  
    • Core module Y
  • e-Marketing (20 Credits)

    • Module code: MKT2009
    •  
    • Core module Y
  • Professional Practice for the Creative Industries (20 Credits)

    • Module code: MKT2020
    •  
    • Core module Y
  • Information for Marketing Decisions (20 Credits)

    • Module code: MKT2003
    •  
    • Core module Y
  • Public Relations Management and Practice (20 Credits)

    • Module code: MKT2012
    •  
    • Core module N
  • Career Development and Employability (20 Credits)

    • Module code: HRM2049
    •  
    • Core module N
  • The Placement Year Experience (40 credits)

    • Module code: HRM2053
    •  
    • Core module Y

stage3

  • Research Project (20 Credits)

    • Module code: MKT4002
    •  
    • Core module Y
  • Advertising Consultancy Project (40 Credits)

    • Module code: MKT3036
    •  
    • Core module N
  • Issues in Advertising Practice (20 Credits)

    • Module code: MKT3037
    •  
    • Core module Y
  • Consumer Behaviour (20 Credits)

    • Module code: MKT3007
    •  
    • Core module Y
  • Customer Relationship Management (20 Credits)

    • Module code: MKT3016
    •  
    • Core module Y
Entry Requirements
  • Standard entry requirements apply to this course. A typical offer is around BCC at A Level or DMM at BTEC.

  • For study at undergraduate level – minimum standard – IELTS6.0 (or equivalent
Foundation Campus
No Foundation
Course Option
Course Duration: 41-45 Months
Course Fee:  12000.00
Course Level:  UNDERGRADUATE
Location
Country:  UNITED KINGDOM
Campus Location:  Park Campus, Boughton Green Rd, Northampton NN2 7AL, UK. Phone:+44 1604 735500
Intake Deadline
SEPTEMBER