Course Overview
Course summary
Whether you consider yourself an ideas person, innovator or problem-solver, our exciting degree brings together the creative and analytical aspects of marketing to offer a hands-on experience of creating, managing and measuring the impact of an online brand.
Digital marketing is fast becoming one of the most important skills demanded by employers, as business is increasingly conducted online by digital brands and traditional players alike.
From day one, you’ll act as a co-producer, working with staff and industry professionals to shape both your learning experience and digital marketing content – whether fine-tuning existing video-editing skills during induction, managing our social media channels or tackling a live brief to improve traffic to a company website.
Our broad curriculum pulls together the many different strands of digital marketing – understanding user channels, stages of the customer journey, how to engage customers, drive traffic to websites, search engine optimisation, paid advertising, how to build a social media following and increase conversion through email sign-up or sales.
You'll have the opportunity to tailor your course by choosing specialist option modules, covering topics like B2B marketing, Search Marketing and New Product Development.
You’ll learn to build, focus and measure digital marketing messages and content to achieve the greatest effect on behalf of a brand, organisation or cause, using these same skills to manage your own professional presence online. In doing so, you’ll have the opportunity to develop and present your content ideas for campaigns, websites and apps in Switch 23, a collaborative digital marketing lab, which features the same Adobe Creative Cloud applications used in top agencies.
You could go on to work as a digital specialist in a marketing communications department in-house for an organisation, a creative agency or as a freelancer.
Top reasons to study with us
- Access to our dedicated digital marketing lab, Switch 23, using the same Adobe Creative Cloud applications and AI tools used in top marketing agencies
- Emphasis on real-world learning – you’ll engage with industry, working on real problems set in partnership with businesses and marketing agencies
- Focus on practice-based assessment with flexible final project of a dissertation or consultancy report that plays to your strengths and interests
- Optional placement or international year to gain valuable work experience. For example, one previous marketing student spent six months working as a podcast assistant for MailOnline, while another worked at IBM
- Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain experience working for the student-run Westminster Business Consultants (WBC)
Course structure
The course is designed to meet industry needs in combining user-centred, creative, media and marketing communications with strategic marketing, analysis and management. It covers understanding digital consumer behaviour; developing digital and channel marketing strategies; employing digital tactics, tools and channels; and applying data-led approaches to planning, measurement and analysis.
The following subjects are indicative of what you will study on this course.
In your first year you begin by studying the fundamentals of marketing and Understanding Consumers to provide you with the key concepts alongside Digital Marketing Essentials to introduce you to the Digital Marketing world.
The second semester introduces you to web design and content creation, where you will learn key digital skills and digital marketing enterprise and innovation, which considers the disruptive potential of digital. You can tailor your course by choosing an elective.
Subjects of study include:
- Digital Marketing Enterprise and Innovation
- Digital Marketing Essentials
- Fundamentals of Marketing
- Understanding Consumers
- Web Design and Content Creation
Credit Level 4
The second year starts with Data Analytics, where you learn how to measure performance, social media marketing and consumer insights. The focus here is on using analytics and media to measure and engage with your audience. The Consumer Insights module helps you further understand customer needs and your interests can guide your choice of three optional/elective modules.
Subjects of study include:
- Consumer Insights
- Data Analytics
- Social Media Marketing
- Convergent Media
- Digital Marketing Communications and Channel Optimisation
- Ethics and Social Responsibility in Marketing
- Global Consumer Engagement
- Marketing B2B
- Search Marketing
- WBS Study Abroad Experience
- WBS Work Experience
Credit Level 5
Between Years 2 and 3 (levels 5 and 6), you may choose to undertake either a professional placement year in the UK or an international experience year.
Professional Placement Year
You’ll have the option to take a placement year in industry in the UK. During the year, you’ll identify skills’ goals to work towards achieving whilst on placement; carry out research to develop awareness of the business sector you are working in, using a range of data sources; familiarise yourself with a range of employer branding techniques in recruitment and analyse contemporary selection techniques.
International Experience Year
Alternatively, you may choose to undertake an international experience year at one of our partner overseas institutions. During the year, you’ll study and reside in the country of a host institution. The content of your study is agreed through a Learning Agreement between you, the home institution and Westminster Business School.
Find out more about the costs involved in taking a study abroad or placement year.
In your final year you build on your knowledge of consumer insights. You’ll learn how to build a relationship, identify your most profitable customers and see how to engage with them. Digital marketing strategy and planning considers the integration of digital technologies and tools within marketing planning and the impact of disruptive business modes. In addition to that, you will get introduced to the new concept of sustainability marketing to keep up with the changes in marketing practices. The Final Project allows you to play to your strengths and what interests you most, choosing either a dissertation or consultancy report. This could be anything from creating a video or digital campaign to focusing on the analytics of a specific website, for example, to understand what content works best, examine the way users browse the site and what incentivizes them to stay longer. Again, you can shape your learning with two option/elective modules.
Subjects of study include:
- Customer Relationship Management
- Digital Marketing Strategy and Planning
- Final Major Project
- Sustainability Marketing
- Destination Cultural and Heritage Marketing
- Global Marketing Management
- Managing Brands
- New Product Development
Credit Level 6
Professional accreditation
The Digital Marketing BA Honours is accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status. After graduating, you’ll be exempt from the Level 4 “Applied Marketing and Planning Campaign” module towards the CIM Level 4 Certificate in Professional Marketing / Professional Digital Marketing qualification, and from the Level 6 “Marketing & Digital Strategy” module towards the CIM Level 6 Diploma in Professional Marketing qualification.
This course is also accredited by the Institute of Data and Marketing (IDM). Students in IDM-accredited courses can take the IDM Certificate in Digital and Data-Driven Marketing exam and will receive DMA student membership for 12 months.
This course is also accredited by the Digital Marketing Institute. Our marketing degrees have been mapped for DMI certification. The partnership offers DMI professional certification opportunities when students enrol as DMI members.
For more details on course structure, modules, teaching and assessment Download the programme specification (PDF).
To request an accessible version please email [email protected]
Get your copy of the University of Westminster prospectus and browse the range of courses on offer.
Contact us for general course enquiries:
+44 (0)20 7911 5000 EXT 65511
(Mon–Fri, 10am–4pm GMT)
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Open days
Join us at an open day online or on campus. Get a feel for student life at the University of Westminster and talk to course leaders and our support teams.
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Careers
Digital marketing skills are in big demand: the growth of the digital economy is prompting more companies to seek new competitive advantages in the digital space in search of new ways to use technology to create new value in business models, customer experiences and core operations.
Driven by the industry need for creative digital technologists, this course aims to develop ‘work ready’ graduates with a combination of skills, practical experience and knowledge in content creation, marketing communications, strategy, data and analytics.
During your study, just as you would in the workplace, you will take the lead on the creation and execution of a digital marketing strategy, identifying business opportunities and customer needs using digital channels including social media, websites, email and content. This will help you stand out when applying for competitive jobs in-house or with marketing agencies.
The course prepares you for a wide range of digital marketing jobs in video/audio production, interactive technology, mobile marketing, search engine optimisation (SEO), search engine marketing (SEM), social media, marketing automation, content management and curation, web design and development and web analytics.
Alternatively, you may choose to study for a higher degree, including the Marketing Communications MA/MSc, the Marketing Management MA/MSc or the Digital Business MSc, as well as pursuing your continued professional development.
The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.
Build connections
Build connections with peers and future business leaders.
Learn the art of self-development
Learn the art of self-improvement and how to treat inevitable failure as an opportunity for reflection and betterment.
Develop your CQ
Develop your cultural intelligence studying alongside over 100 nationalities.
Industry links
Many of the staff who currently teach on this course have extensive professional experience in a range of business sectors and many maintain links with industry through consultancy and training work.
The teaching team has a wide experience of digital marketing, including website design and management, search engine optimisation, content creation, digital media production, database systems, customer relationship management, experiential marketing and marketing communications. Their research interests include social networks, social influence, entrepreneurship and innovation.
Through our Alumni Voices series, you’ll also hear from former postgraduate marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.
Job roles
This course will prepare you for a wide variety of roles such as:
- Content marketing executive
- Digital marketing account manager
- Digital marketing analyst
- Digital marketing campaign manager
- Digital marketing manager
- Digital producer
- Display advertising executive
- E-commerce marketing specialist
- Pay per click analyst
- Programmatic executive
- Search engine optimisation executive
- Social media specialist
Westminster Employability Award
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, allowing you to choose from a set of extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
Read more about our Westminster Employability Award.
International Opportunities
Many of our courses offer international study and work experiences, and the University provides other global opportunities that all students can apply for - so whatever you're studying, you'll have the chance to go abroad.
Opportunities could include:
- Taking part in semester or year-long exchanges at institutions around the world
- Attending an international summer school or field trip
- Developing your CV through volunteering or work placements abroad
International experience broadens horizons, boosts self-confidence, and improves global understanding, alongside being fantastic for your career.
Find out more about our international opportunities, including funding options and where you can go.
Course Leader
Dr Dunni Omebere-Iyari
Lecturer
Dunni Omebere-Iyari is a Senior Lecturer in Marketing and a Fellow of the Higher Education Academy (FHEA). She holds a PhD in Business and Management from the University of Manchester, an MSc in International Business from the University of Edinburgh, and a BSc in Economics from Covenant University.
Before academia, Dunni gained professional experience in sales and marketing in the FMCG industry at Unilever and PZ Cussons.
Dunni is also a Certified Digital Marketing Associate in AI techniques at the Digital Marketing Institute. She teaches undergraduate and postgraduate modules- leading several core modules in Digital Marketing. She has experience with module development and assessment methods and incorporates many up-to-date methods and technology to enthuse and engage students.
My research interests lie in consumer behaviour and decision-making, particularly in the presence of goal conflicts. I am also interested in how digital platforms influence consumer choice.
Course Team
Our Digital Marketing BA Honours course is led by experts with extensive knowledge in consumer insights, marketing analytics, SEO, web design, digital strategy, and social media marketing. With advanced degrees and significant industry experience, they ensure a cutting-edge, practical curriculum. The course integrates up-to-date digital marketing and AI tools, featuring practical assessments that allow students to apply their knowledge in real-world scenarios. Industry professionals regularly engage with students through guest lectures and workshops, enhancing learning and networking opportunities. Personalised support and mentorship ensure our students are well-prepared for success in the dynamic field of digital marketing.
Marketing
Learn more about Westminster's Marketing courses from our students and staff. Find out about their experience studying at Westminster, including what it's like to study at the University's Marylebone campus in the heart of central London.
Why study this course?
Industry-standard software
Develop practical skills using the same industry-standard software as top agencies.
Build a global network
Build a global network and develop your own professional online ‘brand’.
Develop practical skills
Improve your communication and presentation skills.
Entry Requirements
- A Levels – BBC (112 UCAS Tariff points)
- T levels – 112 UCAS Tariff points
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis
- BTEC Extended Diploma –DMM
- BTEC Diploma –D*D*
- Access – 112 UCAS Tariff points from the Access course
In addition to one of the above, you should have:
- GCSE English Language grade 4/C – IB grade 4 Higher Level, GCSE Maths grade 4/C – IB grade 4
If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.
We also welcome applications from students who are taking a combination of qualifications listed above. For further information, please contact Course Enquiries.
View more information about our entry requirements and the application process.
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis. You can refer to the UCAS calculator to determine your point score
- We accept a wide range of international high school level qualifications. Please see information on Country-specific entry requirements
- We work in partnership with Kaplan International College London who provide International Foundation Certificate courses for students who don’t meet our entry requirements. Upon successful completion, you can progress to your chosen degree at the University of Westminster. Find out about a range of university preparation courses that are accepted for entry.
English language requirements
- If your first language is not English, you should have an IELTS score of 6.0 overall, with a score of 5.5 in each component. Please note we accept a wide range of English language qualifications and assessments. Find out more at English language requirements.
- If you don't meet the English language requirements yet, then we offer online and on campus pre-sessional English programmes to help develop your English language skills to the required level before you start your course. Find out more about our pre-sessional English programmes.
More information
What our students say
Sofia Njaa Aasen Bull Sorlie
Digital Marketing BA Honours - graduating in 2025
To anyone considering studying at the University of Westminster, I would say go for it. Studying here gives me the opportunity to be challenged by world-class academics and build a long-lasting social and professional network.
Rebekka Justus
Digital Marketing BA
I have enjoyed the variety of modules we can choose each year, everything from global marketing studies and the power of brands to creating websites and content to advertise your self-made business concept. This year in particular, has been super captivating as we worked with real-life clients to develop either marketing strategies or conduct research regarding their business problems, providing recommendations based on our findings.
Somaia Halawa
Digital Marketing BA
I particularly enjoyed the practical side of my course. During these three years, I had the chance to explore platforms used in real marketing agencies, such as Adobe Creative Cloud, Google Ads and Analytics, SEO measuring platforms and HTML coding. All of this contributed to the development of my personal portfolio, making me more attractive in the eyes of employers.
Learn new skills
Become a responsible leader
Understand the importance of ethics, shared value, sustainability and collaboration as a responsible business leader.
Learn to communicate and work effectively
Learn to communicate and work effectively to a high professional standard.
Improve your problem-solving skills
Improve your problem-solving and business diagnostic skills to better understand and tackle business issues.
Westminster Business School blog
Read our blog and get an insight into life and studies at Westminster Business School.
Fees and Funding
UK tuition fee: £9,250 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
Funding
As well as tuition fee loans, there is a range of funding available to help you fund your studies.
Find out about undergraduate student funding options.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
International tuition fee: £17,000 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
EU Qualifications Welcome Award Scheme
If you are an international student accepted on an undergraduate programme starting in September 2024 or September 2025 at level 3 (Foundation) or level 4 (first year) on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.
International student funding
Find out about funding for international students.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
Student work
In September 2019, during the first week of term, first-year marketing students spent the day visiting the Tower of London, exploring over a thousand years of history at this famous attraction. The main objective was to bring together new students across all of the University’s marketing programmes, including Marketing Management BA, Marketing Communications BA, International Marketing BA and Business Management (Marketing) BA.
Students were also given a series of marketing challenges to undertake, all relevant to their areas of study. These involved developing marketing plans and promotional campaigns to build awareness of the Tower of London across the world and attract more visitors. As well as making friends and developing their teamwork skills, students had a taste of what it’s like to work as a marketing manager or for an advertising agency.
Find out more about this field trip on our WBS blog.
Teaching and Assessment
Below you will find how learning time and assessment types are distributed on this course. The graphs below give an indication of what you can expect through approximate percentages, taken either from the experience of previous cohorts, or based on the standard module diet where historic course data is unavailable. Changes to the division of learning time and assessment may be made in response to feedback and in accordance with our terms and conditions.
How you'll be taught
Teaching methods across all our undergraduate courses focus on active student learning through lectures, seminars, workshops, problem-based and blended learning, and where appropriate practical application. Learning typically falls into three broad categories:
- Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
- Placement: placement hours normally include placement opportunities, but may also include live projects or virtual activity involving employers
- Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment tasks, or revision
How you'll be assessed
Our undergraduate courses include a wide variety of assessments.
Assessments typically fall into three broad categories:
- Practical: examples include presentations, videos, podcasts, lab work, creating artefacts
- Written exams: end of semester exams
- Coursework: examples include essays, reports, in-class tests, portfolios, dissertation
Data from the academic year 2023/24
Supporting you
Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.
- Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
- Personal tutors — support you in fulfilling your academic and personal potential
- Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
- Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more
Facilities
The Learning Platform
Lecture theatres
Library
Bloomberg Financial Market Suite
Digital Marketing Lab
Meeting spaces
Cafe
Course Location
Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.
Westminster Business School
Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.
Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).
Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.
Contact us
Call our dedicated team on:
+44 (0)20 7911 5000 ext 65511
Opening hours (GMT): 10am–4pm Monday to Friday
Opening hours (GMT): 10am–4pm Monday to Friday
More information
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