Digital Marketing and Advertising BSc (Hons)

30 credits

Marketing is all around us and in every part of our daily lives, be it as consumers, professionals, or businesses. This module explores the principles and practices of marketing and communications, from a hands-on ‘bottom-up' perspective as well as a more conceptual ‘top-down' viewpoint.

Questions such as 'what is marketing?' are investigated. You will develop an understanding of how marketing connects businesses, people and society.

The module is delivered via a 'practical-first' approach, with learning through experience as a key principle. This includes in-class activities such as lectures, co-creative workshops and case studies coupled with outside-the-classroom connections to marketers in action.

30 credits

As digital technologies continue to transform marketing practice, this module introduces you to the principles and techniques for managing marketing data effectively. You will learn how to gather, organise, and interpret data generated by marketing activities in a post-digital environment. The emphasis is on developing practical skills for handling marketing data using widely adopted tools and techniques.

The module covers the use of spreadsheets, database management, and introductory AI tools to support data manipulation and analysis. You will explore how marketing and information technology intersect, gaining work-ready skills that meet employer expectations for data literacy. Competency in common software and professional techniques will be a key outcome, enabling you to model, analyse, and present data in multiple formats.

By the end of the module, you will be able to produce a suite of data-driven outputs that form part of your personal portfolio and provide the foundation for data-driven storytelling in marketing. This module prepares you for advanced analytics and decision-making in later stages of the programme.

30 credits

Creativity is a critical driver of marketing effectiveness, especially in a digital-first landscape where brands compete for attention across multiple platforms.

This module introduces you to the principles and practices of creative thinking in marketing, focusing on how creativity shapes digital campaigns and customer engagement.

You will explore the role of creative strategy in marketing communications, learn the fundamentals of ideation and concept development, and learn about digital tools for content creation and design. The module combines theoretical understanding with practical application, enabling you to develop creative confidence and produce portfolio-ready outputs.

30 credits

The core objective of this module is to establish what makes a successful professional marketer and how organisations build the skills and knowledge of employees. This includes developing a critical understanding of concepts relating to the self, teams and leadership across different settings.

Working closely with a range of different business and marketing functions, you will gain first-hand knowledge of the types of jobs and roles available, as well as the associated characteristics required to succeed.

An element of self-assessment and analysis are part of this module, to aid self-reflection and personal development throughout the whole course.

30 credits

Data analysis through data-driven marketing is becoming increasingly important. The demand for analytics-skilled marketers is growing faster than ever before.

This module introduces you to the core concepts and analytical techniques used to evaluate specific challenges and opportunities in marketing.

You will apply concepts of analytics, including the fundamentals of statistical analysis, visual analytics, and AI-based predictive/descriptive analytics to tackle actual marketing issues.

30 credits

This module investigates the practice of advertising and promotion in the business context, connecting you to current operational activities and technologies deployed in the advertising agency world today.

You will explore academic models to determine how advertising works, both from a creative development perspective and measurements of effectiveness (metrics), with application to planned campaigns.

You will have the chance to make key industry connections via insightful practitioner sessions and workshops. Topics include 'how to take a client brief and interrogate it', 'how to turn a brief into a clear project plan' and 'how to ensure advertising is on brand and aligned to client requirements'.

30 credits

The role of the contemporary marketer in all organisations, from start-ups to global corporations, depends on a successful research and insight engine.  

Businesses focus on delivering what customers want, with market research at the core of understanding their needs. This module enables you to understand how research and insight support marketing and business decision-making for impact.

You’ll gain critical knowledge in conducting research into buyer behaviour and its relationship to marketing problems. You’ll collect and analyse qualitative and quantitative data, using results to draw conclusions and make recommendations to marketing managers.  

The module combines lectures, workshops, group exercises, and computer-laboratory sessions, with opportunities to work on current research cases to build practical experience.

30 credits

In today’s interconnected global environment, organisations face increasingly complex challenges and opportunities that demand innovative and strategic marketing approaches. This module provides you with an understanding of strategic marketing principles and practices, focusing on decision-making in dynamic and competitive markets.

You will explore how strategic marketing frameworks are applied to develop competitive advantages and align organisational goals with market opportunities. Emphasis will be placed on the interplay between marketing strategies and the demands of a connected world, such as digital transformation, data-driven decision-making, and customer-centric innovation.

A significant component of this module includes a computerised marketing simulation game, offering you a hands-on opportunity to navigate strategic marketing challenges. This simulation allows you to experiment with and evaluate the implications of your marketing decisions, enhancing your ability to think critically and develop and apply marketing strategies in a risk-free environment.

30 credits

While the main objective of marketing remains the creation and delivery of value to customers and organisations, marketing options constantly change in response to the changing digital landscape. Developments in technology, media and digital communications present challenges and opportunities for practitioners.

Consumers are no longer passive recipients of marketing messages. They are active and engaged, often co-creating their experience and their interactions with brands and other consumers.

This module examines the concept of customer experience through which customer value is created. It assesses the role that digital technologies play in brand management and customer experience management.

The module introduces contemporary digital marketing communications tactics such as search engine marketing, social media, mobile marketing, content marketing and analytics, all of which are tactics available for contemporary marketing communications.

This module evaluates the range of options available to generate brand awareness, customer satisfaction, loyalty and, ultimately, profit for organisations.

30 credits

Marketing raises questions about how consumers buy and use products, and how they react to marketing interventions in the increased competitive global marketplace.

This module explores evidence, theory and technology about the issues of buyers, behaviours and brands. You will evaluate the latest developments in areas of buyer behaviour and brand development. This includes not only ‘how to' build a brand, but also the strategic decision-making processes brand managers develop.

You will carry out an in-depth exploration of buyer behaviour as it is experienced through new technological advances, using Kingston Business School's BRAINS (Behavioural Research Analytics In Neurotechnological Systems) lab equipment. You will also learn about the latest methods of investigation and analysis in consumer research and brand management, including what the future holds for brands in a virtual marketplace.

30 credits

This module enables you to examine the theoretical underpinnings of integrated marketing communications (IMC), addressing key marketing communication elements including advertising, sales promotion, direct and interactive communications, public relations, sponsorship and internal communications.

You will discuss and develop IMC plans for brands underpinned by latest research and industry insights. The module links closely with Digital Marketing and PR, providing a sound theoretical framework for the practical planning of marketing communications.

You will enhance your employability by developing critical thinking skills, research and information literacy skills.

15 credits

This module gives you a dedicated opportunity to develop your Future Skills Graduate Attributes. 

At the start of the module, you will be supported to self-assess your current skills profile. You will determine which attributes and skills you need to develop to support your career ambitions. In this process, you will be supported by a dedicated career coach, helping you explore a range of options that includes self-employment/freelancing, starting your own business, higher level study, and other professional graduate-level opportunities. Throughout the module, you will be given opportunities to engage with external mentors, to support reflection and to develop a professional network.

You will undertake a tailored series of activities and projects, aligned to your goals, from a menu of development options. This could include short courses, enrichment activities and experiential learning options such as micro-placements. You will also be able to reflect on activities outside the University that develop your graduate attributes, such as work or volunteering.

15 credits

This capstone module provides you with an opportunity to integrate and apply your accumulated knowledge and skills through an independent project in your final year. The project enables you to personalise your learning by selecting a focus area that reflects your interests and career aspirations. You may choose one of three broad orientations:

1. Research-based project – an in-depth investigation of a contemporary marketing issue using appropriate research methods.
2. Practice-oriented project – a consultancy-style challenge that involves developing tangible outputs such as a digital campaign concept, creative executions, or strategic recommendations for a real or simulated client.
3. Data-driven project – an applied project that uses marketing data and analytics to address a defined problem, such as improving campaign performance or customer engagement.

The emphasis is on independent work supported by structured guidance. You will demonstrate your ability to integrate theory and practice, apply research and analytical skills, and produce evidence-based recommendations or creative solutions. The module also develops key professional competencies including adaptability, critical thinking, problem-solving, and project management.