This course uses a mix of teaching methods, including software and practical workshops, lectures, tutorials, individual coursework and groupwork. You’ll learn through experiential learning and through live business projects and field trips. Knowledge is enhanced through engagement with the wider Hertfordshire Business School (HBS) research community. Study includes blended learning materials, such as online modules and recorded lectures to enable flexibility for students’ learning needs.
You’ll be assessed through a wide variety of assessment types designed with employability and academic skills in mind. There will be a wide mix of assessments including the production of digital artefacts, projects, portfolios, pitches and opinion pieces, as well as the more traditional essays, reports and exams.
Your first year focuses on the basics including understanding the Principles of Marketing, the Business Environment, an Introduction to Marketing Communications and Understanding Data. Digital marketing modules include Content Creation and an overview of the Digital Landscape. Study will be underpinned with Essential Skills in Marketing and you’ll start to plan your career through Preparing for Professional Success.
The first year is the same as BA (Hons) Advertising and Digital Marketing, offering you the opportunity to swap between these two degrees at the end of the first year.
In the second year you’ll deepen your critical and analytical skills through studying Marketing, Insight, Analysis and Planning and Consumer Behaviour. You’ll delve deeper into the digital world through Digital Marketing in Practice as well as the increasingly important Social Media and Social Influence. You’ll be introduced to entrepreneurship through Innovation and Business Model Design. Employability skills will be further enhanced through proactively Working in Industry and learning about Managing Marketing Professionals. The study of Marketing Research is especially useful if you wish to undertake a Dissertation in the final year.
Work placement/study abroad option: Between your second and final year, you’ll have the option to study abroad or do a work placement for up to a year. Not only will this give you an amazing experience to talk about but will also give your CV a boost. The University actively encourages and supports students through the Careers and Placements Office and the Hertfordshire Business School Employability team. Students who gain experience through an Internship, may also have the opportunity to have this recognised in their degree title. If you’d rather go straight to your final year, that’s absolutely fine too.
In the final year you’ll personalise your experience by choosing either a 30 credit Dissertation or Industry Project, honing-in on what interests you most. As an alternative to Dissertation or Industry Project you can study two single semester modules: Digital Economy and Integrated Marketing Communications. At this level you will develop your strategic thinking through Strategic Product Management, Branding and Communications Strategy, and Global Marketing. You’ll continue to explore data through Data Driven Marketing Decisions and entrepreneurship through Digital Venture Creation. Whether you want to work in industry, not-for-profit organisations or set up your own business, you will benefit from the latest contemporary thinking in The Future of Marketing.