BSc Digital Marketing

Overview & facilities

According to a review of the best global brands in 2010, three of the top four -Google, Microsoft and IBM - were digital specialists, proving how essential these technologies are in business today. The BSc Digital Marketing is a newly developed specialist course to provide you with the skills and knowledge to become a marketer in this digital world.

Uniquely delivered by both the Business School and the School of Engineering and Information Science, it introduces you to the key principles of marketing, as well as the essentials of online consumer behaviour and transactional e-commerce systems. Graduates will be able to sit the qualifying examinations for the Communications, Advertising and Marketing Education Foundation of the Chartered Institute of Marketing, and the Institute of Direct Marketing (IDM) Certificate in Direct and Digital Marketing, the only academically based qualification that is accepted by the direct marketing profession and employers in the UK.

Content & modules

Modules

• Year 1

  Discovering Interaction Design (30 Credits) - Compulsory

  Interactive devices and systems are becoming an ever-increasing part of our working and everyday lives. This module is an introduction to the area of interaction design. It aims to provide students with an appreciation of a variety of user experiences and users needs; and introduces them to some of the knowledge and practical techniques that can be used to ensure well-designed interactive systems through a series of design challenges.

  Marketing Intelligence (30 Credits) - Compulsory

  This module introduces students to the information building blocks of marketing messages, in terms of the kinds of information used, and the way in which persuasive messages are constructed. Students will learn how to interpret and evaluate the information and arguments presented by marketers in several media contexts e.g. print, TV, film, video and online , and they will learn how to construct their own marketing arguments using multiple languages including: words, numbers, images and maps . The module will provided students with a grounding in several knowledgeable skills, including: information interpretation and evaluation; creative construction of persuasive messages; and the ability to think critically. These will be applied and developed elsewhere in the marketing programme, and later on in the students career as marketers.

  New Media Marketing Technology (30 Credits) - Compulsory

  This module provides a thorough introduction to Web technology. It introduces students to the key characteristics of the Web, its key client-server architecture, and its strengths and weaknesses for user applications. The module provides a thorough grounding in the skills necessary to construct and edit static web pages, to embed external services on such pages, and to ensure that the pages are accessible to a diversity of readers. The module also examines some of the future directions of Web technology development, both in terms of rectifying current limitations as well as adding entirely new features.

  Principles of Marketing (30 Credits) - Compulsory

  This module is designed to provide students with an overview of key marketing concepts and techniques, as they apply in a variety of organisations and in both conventional and online environments. More specifically, the module aims to develop students knowledge and understanding of the core role of marketing in determining the growth potential of an enterprise; the value of the marketing mix in ensuring successful marketing implementation; the significance of external and internal operating environments for marketing practice; and methods of identifying consumer targets and competitors.

• Year 2

  Branding and Integrated Marketing Communications (30 Credits) - Compulsory

  This module aims to develop student s understanding of branding, brand management and integrated marketing communications. Students will explore the emerging body of theory on brands and their management both as a basis for developing strategies to create and sustain successful brands and for developing communications programmes. They will also gain an understanding of the processes by which communications programmes are developed from wider business/marketing objectives, strategies and sound market analysis; and the synergistic and return-on-investment benefits of an integrated approach to marketing communications.

  Digital Marketing (30 Credits) - Compulsory

  The main goals of this module are to enable students to understand the behaviour of consumers in online environments, and to help them to develop appropriate marketing responses. Students will explore online consumer behaviour both from published studies, and by undertaking their own forms of online marketing research. They will also explore the marketing strategies and practices used by marketers in a variety of online environments, and will examine the evolving nature of digital marketing in various niches of the virtual supply chain.

  New Media Marketing Technology (30 Credits) - Compulsory

  This module examines selected online technologies that provide complementary facilities to the Web for digital marketing. Specifically, the module considers three significant examples, currently: cellphones and satellite phones; online gaming platforms; and virtual social worlds. The module explores the distinctive opportunities that each provides for hosting consumer purchasing and marketing activity, and examines the underlying technologies that make these such compelling marketing platforms. Students will learn how to evaluate, specify and design applications using available tools for each platform.

  Web Development and Scripting Technologies (30 Credits) - Compulsory

  To explore and practice the artistry and technical complexities of designing and creating multimedia websites, and to familiarise with current and emerging web technology environments. Design and implementation work benefits from the study and use of a structured website design methodology - having a focus on optimising the purpose, usability and aesthetic characteristics of target websites. Attention is also given to the application of scripting techniques in website implementations. In-depth consideration is given to a wide range and variety of website designs, media formats and interface approaches. The comprehensive scope of the module includes the study/use of aspects such as live streaming, social networking, content management systems, web media capture/presentation, and new research/trends.

• Year 3

  Direct and Customer Relationship Marketing (30 Credits) - Compulsory

  This module examines strategies, tools and techniques that are used to help organisations acquire, meet the needs of and retain their customers. Students will explore the theory and processes of relationship marketing - a body of research and practice that seeks to enhance organisational profitability and success through better understanding of customers and an improved customer experience. Students will acquire knowledge of and skill in using relationship marketing techniques including direct and database marketing, service quality measurement and technologies that source, classify, interact with, and learn from/about customers.

  Internship and Project (60 Credits) - Compulsory

  The primary aim of this module is to build on students academic learning by providing them with the opportunity to undertake a period of unpaid work experience during which they will apply and further develop work-related knowledge, skills and capabilities, together with the aptitude to learn from experience. For students taking the BSc Digital Marketing Programme, the internship will be related to digital marketing activities within an organisation, and will involve working on one or more projects.

  Transactional e-Commerce Systems (30 Credits) - Compulsory

  This module introduces students to the key components and architectures of modern digital marketing systems designed to host e-Commerce. The component technologies to be studied include: database-driven content management systems, ecommerce transaction systems, third party payment systems, and CRM systems. Integration approaches include tightly bound ecommerce systems including proprietary and open-source solutions , and loosely connected mashups including AJAX and API calls to social networking services .

Entry & applying

We normally make offers between 200-280 UCAS tariff points, plus GCSE Maths and English Language at grade C. BTEC National Diploma/International Baccalaureate/Advanced Progression Diplomas at equivalent tariff. Access to HE - Pass. Applications from candidates without formal qualifications are welcomed. Additionally overseas students whose first language is not English will need a qualification that demonstrates competence in English, eg IELTS 6.0 or TOEFL 550 paper-based or 213 computer based.

International entry requirements

We accept the equivalent of the above from a recognised overseas qualification, to find out more about the requirements from your country, see further information under support in your country. For details of other equivalent requirements that Middlesex accepts see entry requirements.

English language requirements

You must have competence in English language and we normally require Grade C GCSE or an equivalent qualification. The most common English Language requirements for international students are IELTS 6.0 (with minimum 5.5 in all four components) or TOEFL internet based 72 (with at least 17 in listening & writing, 20 in speaking and 18 in reading).

Middlesex also offers an Intensive Academic English course (Pre-Sessional) that ranges from 5-17 weeks depending on your level of English. Successful completion of this course would meet English language entry requirements. For more information on applying for the pre-sessional please email english@mdx.ac.uk.

UK/EU applicants with existing higher education qualifications

If you have already been awarded a qualification at the same level as the course you are applying for, you may not be eligible for a tuition fee loan, see fees and funding for more information.

How to Apply

UK/EU students

Apply now

Applications for UK and EU students should be made to UCAS – the Universities and Colleges Admissions Service. The institution code for Middlesex is M80, and the code name is MIDDX. You also need the code for the course you wish to apply for – this is found in the 'at a glance' box above.

International students

International students from outside the EU can make a direct application.  We have a network of regional offices across the world to assist you with your application.  They have experience with helping students from your country and supporting them with their applications to study at Middlesex. Read more on international applications. 

Fees & funding

The tuition fee for the 2012/2013 academic year for UK/EU students is £9,000.
The tuition fee for the 2012/2013 academic year for International students is £10,400.

Click here to find out more about fees, funding and our scholarships in 2012.

Careers & placements

Students who graduate pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing. This unique course will also offer opportunities in e-commerce and online marketing organisations. Our careers service offers you a range of support both while you're studying with us and after you've graduated.
Placements

Work placements are proven to increase your success in the job market - as well as being a fantastic experience. Marketing is a highly competitive field so we encourage as many students as possible to grasp this opportunity. We have a dedicated Placement Service which helps you find and plan for a placement, whether for a few weeks or a full academic year.

Graduate Roles
Below are just a few examples of the types of careers that you could pursue after graduating in a marketing related degree.

Marketing Executive: Most marketing executives work for in-house marketing departments. In this role you will be involved in aspects of marketing, including planning, advertising, branding, promotion, public-media relations, product development, distribution; sponsorship, and research.

Market researcher: As a market researcher your role is to gather, record and analyse data about customers, competitors and the market. You collect data from a variety of sources and use it to enable informed decision-making. You will help to create business plans, launch a new product or service, fine tune existing products and services, and expand into new markets.

Account Executive: As an account executive you will ensure the smooth running of a campaign and co-ordinate the diverse activities that contribute to it. You will be involved in devising, developing and implementing ideas for promotional marketing campaigns, acting as the link between an advertising agency and the client.

Advertising Copywriter: Advertising copywriters work in partnership with an art director to conceive, develop and produce written words or 'copy' for advertisements, such as original slogans and text for printed ads and leaflets, and scripts and jingles for TV and radio commercials. This involves coming up with original catchphrases, slogans, messages and strap lines as well as writing all the wording in any type of advertising.