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BSc Digital Marketing

Award BSc (Hons)

N45P - 3 Year Course

N5P4 - 4 Year Course

Location London Bloomsbury, Birmingham, Leeds, Manchester, Nottingham
3 Years (full-time) / 4 Years (full-time with foundation year)
Next Start

September 2020

Course Fees
£9,250 (UK/EU) / £13,750 (International) per annum

Further information on course fees

*Subject to approval

Come and Meet Us

The best way to find out whether ULaw Business School is right for you is to come and see for yourself. Click here for details of how to book a visit.

This course is aimed at those interested in the field of digital marketing and also looking to develop an understanding of the key aspects of business and management. Students will develop an appreciation of technological advancements and digitisation in the business world. You’ll learn about digital marketing techniques and concepts that will enable you to develop effective digital marketing strategies using digital and social media platforms.

In addition to the knowledge you’ll gain, you’ll also develop the skills employers are looking for including research, presentation, critical analysis, problem solving, team building and entrepreneurship.

After graduating you’ll be well equipped to launch your digital marketing career. If you would like to further your studies after graduating, you could consider the following postgraduate options: MSc Digital Marketing, MSc International Marketing, MSc Digital Sales and Management, MBA or Chartered Management Institute’s postgraduate qualifications.



This four year course incorporates a Foundation Year to prepare you for undergraduate study, by developing your business knowledge and study skills. You will also develop skills in: research, presentation, critical analysis, problem solving, team building and entrepreneurship.

Course Dates:

Business School Open Days

Come and meet us at one of our open days or at a number of our business experience events where you can take advantage of our excellent connections with the business world.

Free Masters Offer

We are delighted to offer our existing and future Business School students the opportunity to undertake a business Masters course on successful completion of their undergradute degree at no additional cost. This is truly unique, we are the first and only university in the UK to offer a free masters course based on your progression. It is our commitment to ensuring that we equip our students to take on the challenges of an increasingly competitive business world. For more information, please visit our Free Masters Offer page.

Course Content

All modules carry 20 credits, apart from the Sector Internship / Sector Project / Sector Dissertation which carries 40 credits.  

The programmes have a mix of common and specialist modules, with all first year modules being common across all programmes.

 - Introduction to Finance
 - Introduction to Marketing
 - Introduction to Human Resource Management 
 - Introduction to Management 
 - Numeracy Skills for Business
 - Academic and Report Writing



Foundation Year Modules

Introduction to Finance
The module gives you a basic understanding of a wide range of important financial accounting, financial management, and management accounting techniques that are relevant to businesses in today's competitive financial environment.

You will examine fundamental finance concepts and learn how to analyse and use published financial statements, giving you a basis for the Year 1 accounting and finance module.

Introduction to Marketing

You will explore the importance of marketing and its key concepts with this module, learning about how the practice of marketing influences competitiveness through the use of marketing principles and techniques. You will also learn how to analyse situations to meet organisational and marketing objectives.

The module explores the influence of the customer, the importance of market research, and the need for an integrated marketing mix to achieve marketing objectives.

More technical topics such as segmentation, targeting and positioning, strategic planning, and the application of marketing tools will also be explored along with the importance of a strong brand and a unique product offering. 

Introduction to Human Resource Management

The module gives you a good grounding in human resource management and its role in organisations. It introduces key practices and policies used in the management of people, including staff selection, performance management, and rewards and compensation.

The module will explore the main theories and concepts of human resource management, as well as examining how it can affect issues such as performance, leadership, and motivation. You will also learn about organisational structures and organisational change.

Introduction to Management

With this module, you will gain a foundation in management and will understand the issues faced by contemporary business organisations. It addresses important theories of management, the management process, and how it is affected by different contexts, cultures, and settings.

The module sets the scene for later modules in the management subject area; providing a strong foundation while covering the complexities and risks involved in management practice.

Numeracy Skills for Business

This module focuses on basic numeracy skills to develop your business mathematical knowledge, encouraging your confidence and appreciation of the subject. It will help you acquire a range of mathematical skills, particularly those that can be applied in the context of business environments.

It also enables you to analyse problems logically, recognise when and how a situation may be represented mathematically, and select an appropriate method to solve the problem. This module provides you with the mathematical knowledge necessary for business studies at undergraduate level.

Academic and Report Writing

This is a basic literacy skills module, designed to prepare you for academic study as well as enabling you to develop the skills that employers value in graduates.


- Essentials of Management
- Principles of Accounting
- Principles of Marketing
- Introduction to Digital Marketing
- Digital Ethics 
- The Digital Enterprise


Year One Modules

Essentials of Management

This module provides students with a foundation in the nature of management and key management issues in contemporary business organisations. It brings together important aspects of management and organisation theory, as well as giving students an understanding of process and how it is affected by the dynamic nature of the modern world.

Topics include planning, decision-making, organising, control, and innovation. Different contexts, cultures, and settings of management are also explored.

Financial Accounting 

This module will teach students how to prepare and interpret different financial documents and what the purpose of each is in today’s business environment. There will be a focus on the use of various accounting systems and ways of recording transactions and events. 

Students will also get familiar with the relevant legal and regulatory framework within which they will operate as professionals.

Topics include how to prepare a trial balance, interpreting financial statements, the formation and constitution of a company, the study of different business forms etc.

Principles of Marketing

Principles of Marketing gives an introduction to key marketing concepts, including segmentation, targeting and positioning, marketing research, and the application of marketing to the service and non-profit sectors.

At the heart of this module is the view that the customer is central to all marketing activities and the key to retaining customer loyalty is to add value to the product, brand or service offering.

After taking this module, students will understand why relationship marketing is crucial to the success of the organisation and see the relevance of the internal market in ensuring service quality. They will also learn how other stakeholders in the business environment can contribute to the success of the organisation.



- Digital Marketing Analytics 
- Project Management
- Working in a Virtual Team
- Personal and Professional Development


- Corporate Responsibility 
- Financial Reporting
- Management Accounting for Business
- Introduction to Taxation
- Finance
- Leading Change
- Economics, Economy and Trade


Personal and Professional Development

This module helps students review and update their personal development plans, giving them the opportunity to further develop key management skills and helping to prepare them for their third year.

Students will have an improved awareness of their career opportunities and a better understanding of the skills required for successful graduate employment. They will also gain tools to help them audit their skills, plan their development, and develop individual career plans.

The module will help students apply for internships by highlighting the importance of effective CVs and covering letters, job interviews, and influential presentations.

In addition to the second year common modules, you will also be required to undertake two additional modules. Choose two from:

Information and Resource Management

This module concerns the nature and management of information and other resources which are central to the efficient delivery of goods and services. It provides essential knowledge and skills for students, covering how effective resource management can be achieved and sustained in the longer term.

Students will gain a range of skills that are relevant to the management of information, operations, and quality, as well as logistics and supply-chain management. The module explores the close tie between good information systems and successful resource management, as well as the central idea that managers must manage resources in order to ensure the business is performing in an effective manner.

Corporate Responsibility

The concept of corporate responsibility is central to all issues relating to businesses and their role in society. However, this means that terms such as corporate social responsibility, corporate citizenship, and sustainable business have become overused, losing their meaning and creating confusion.

However, students need to understand how global businesses impact on local communities and the environment. With this module, they will learn how to evaluate the responsibilities of citizens and corporations, and consider what should be valued in a post ‘credit-crunch’ world.

Marketing Communications in the Digital World

This module shows students how to evaluate how traditional marketing tools can be applied in this new social environment and how these tools can be augmented with social media.

The module introduces students to theories about how communications work and what tools are available, as well as how the advertising industry has responded to the digital environment, how media are bought, and the creative nature of the industry.

Economics, Economy and Trade

This module provides an introduction to the key concepts of economics including supply and demand, market structures, policies, banking and interest rates. Students will learn about trade theories and will be able to apply these to relevant examples. 

After completing this module students will be able to explain the key economic concepts, apply these theories in context, describe the impact of a range of government decisions on the economy, and discuss the phenomena of global interdependence and international trade, along with their impact on organisations. You will be able to identify trends in the economy and how they affect business planning and decision making. In addition, you will be able to describe the impacts of a range of government decisions on the economy.

Financial Management

This module promotes a critical understanding of how capital markets operate, how companies are valued, and how markets shape the financial manager’s operating context.

It familiarises students with the practical problems involved in contemporary financial management, explores the investment decisions of companies, and evaluates the advantages and disadvantages of various investment appraisal methods.

A distinctive feature of this module is the critical emphasis on contextualising theoretical issues/models within practical real world scenarios.

Personal Finance

In today’s complex economic environment, understanding and analysing financial information is vital for institutions and individuals. This module provides an introduction to the basic concepts and techniques related to the management of personal finances.

This module gives students an understanding of a wide range of financial issues relevant to personal finance, including financial products and markets such as bonds and equities, loans and credit, life assurance, pensions, and estate planning. The module also aims to analyse the nature of risk and return, and create an awareness of how risk may be diversified.

Customer Behaviour

The concept of corporate responsibility is central to all issues relating to businesses and their role in society. However, this means that terms such as corporate social responsibility, corporate citizenship, and sustainable business have become overused, losing their meaning and creating confusion.

However, students need to understand how global businesses impact on local communities and the environment. With this module, they will learn how to evaluate the responsibilities of citizens and corporations, and consider what should be valued in a post ‘credit-crunch’ world.



- Sector Specific Project or Sector Internship or Dissertation 
- Digital Sales Management
- Digital Marketing Strategies
- Global Leadership


- Advanced Financial Reporting  
- Corporate Finance
- Strategic Management
- Effective Managerial Decision Making
- Creativity, Innovation and Entrepreneurship
- Economics, Economy and Trade
- Digital Innovation

- Collaborative Tools (AR/VR/MR)


Sector Specific Project or Sector Internship or Dissertation

This module combines both a sector project and an internship, enabling students to demonstrate the wide range of knowledge and skills they have acquired throughout the course. To deliver the sector project, students will work independently and effectively to manage their time.

They will need to show an understanding of the commercial imperatives of successful report writing and demonstrate original thinking founded on research data. The internship gives students the opportunity to work in a business environment, supported by a nominated member of staff from the internship organisation and by a tutor from the University. Students will be further supported by the University’s extensive online resources that are specifically devoted to work experience.  Students will also produce a business report and a reflective journal as part of this module.

In addition to the third year common modules, you will also be required to undertake two additional modules. Choose one from: 

Creativity, Innovation and Entrepreneurship

This module covers the purpose, nature and importance of creativity, innovation and entrepreneurship in the contemporary organisation. It also explores roles within these areas across the business lifecycle and the approaches that can be taken such as design thinking, open innovation and serious play. It examines how to create, manage and integrate new ideas into organisations. 

Students will be able to argue the importance of creativity, innovation and entrepreneurship in organisations and formulate plans to encourage it in set business contexts. They will be able to explain the need for different approaches throughout the business lifecycle, and propose ways to integrate new ideas in organisations within different contexts. Students will develop data analysis skills, an appreciation of cultural issues, an ability to identify influencing factors and trends while understanding the roles and functions of creativity.

Effective Managerial Decision Making

This module encourages students to consider the importance of making organisational decisions in an ordered and systematic manner, while maintaining the flexibility to employ alternative methodologies.

The module also addresses how organisations can become ‘anti-fragile’ in the face of unpredictable events, as well as how to make decisions that are ethically sound, legal, and fair. It offers a range of models for making decisions in a variety of contexts and how challenges can be addressed systemically.

Financial Risk Management

To operate in volatile economic environments, organisations have to use sophisticated risk management techniques. This module provides students with a broad knowledge of the tools available to do this.

Students will learn about the fundamentals of uncertainty and risk, frameworks to identify types of risk, and how to develop and use adequate analytical tools to measure and manage risk.

How Will You Learn?

All of our undergraduate degree programmes are full time and available at our London Bloomsbury campus. In addition, many of our courses are now also offered at Birmingham, Leeds and Manchester.  Alternatively, if a more flexible approach is required, many of our courses are also available for online study.


This course is delivered in an interactive way, with learning taking place both in and outside the classroom environment.

In the Years 1 and 2, four contact hours per module per week are split between two 2 hour small workshops, so as to promote group interaction and facilitate personal support.

In the final year, three contact hours per module per week are split between an hour lecture and a 2 hour small workshop.

This means students should expect 12 hours of overall contact time per week in the Year 1 and Year 2, and 9 hours of overall contact time per week in Year 3.

Face-to-face learning is supported by online resources, including the Financial Times, case studies, simulations, learning videos, reading materials, online testing, and feedback. Students will receive their core textbooks free of charge.

In addition, all the University of Law Business School's programmes are supported by our Virtual Learning Environment: Elite. This is the first point of call for academic information, such as details of assessments, lecture sequences and online copies of all study materials.

Students also have access to our online library facilities and learning resources from the Chartered Management Institute, the Chartered Institute of Marketing and the Financial Times. These resources provide a range of professional and business based materials that represent the latest market trends, with sector-based articles and analysis reports.

The programme involves a considerable amount of group work and group assessment, and up to 25% of the assessment takes this form. The assessments are designed to meet the learning outcomes both academically and professionally. This involves seminars, workshops, tests, presentations, assignments, and exams.


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