Start date
21 September 2026
Duration
3 years full-time
4 years inc. placement year
Places available (subject to change)
50
About the course
Reasons to study
- Industry-Recognised Accreditations: Graduate with a degree accredited by the Chartered Institute of Marketing (CIM) and the Data and Marketing Association (DMA), giving you a competitive edge in both the marketing and business industries.
- Strong Marketing Community: Connect with alumni, industry professionals, and our Marketing Society. Take part in networking events, guest lectures, and external business communities to build valuable connections and boost your career prospects.
- Future-Proof Skills: Gain practical knowledge in AI-driven marketing, digital transformation, and data analytics, mastering industry tools like Google Analytics 4, ChatGPT, and Microsoft Co-Pilot to drive business success.
Why Business and Digital Marketing Management?
Ever wondered how businesses stay ahead in today’s digital world? The way businesses connect with customers is constantly evolving, driven by digital, mobile, and social media. Accredited by the Chartered Institute of Marketing CIM and the Data and Marketing Association DMA, our Business and Digital Marketing Management BA(Hons) course equips you with the skills needed to excel in both digital marketing and business management. You'll gain industry-recognised expertise that sets you apart in the competitive job market.
You’ll explore how businesses use social media to connect with audiences, design effective digital campaigns, and gain hands-on experience with tools like Google Analytics and SEO strategies. Additionally, you'll develop essential skills in organisational management, responsible business practices, and business transformation, preparing you for an exciting career in the digital business world.
How will you learn?
We take a hands-on approach to learning, blending academic knowledge with real-world experience. You’ll be taught by highly qualified academics and industry practitioners, meaning you’ll benefit from:
- Learning from experts - Be inspired by leading professionals who bring real-world insights, case studies, and cutting-edge industry knowledge into the classroom.
- Industry-relevant skills - Gain practical expertise shaped by those who understand the latest trends, tools, and employer expectations.
- Career-ready knowledge -Develop the confidence and capabilities to succeed, learning from those who have worked at the forefront of business and marketing.
What subjects will you cover?
Through a carefully designed curriculum, you'll engage with modules that enhance both your knowledge and practical expertise. These include key topics such as:
Year 1
- Principles of Marketing
- Global Business Management
- Introduction to Digital Marketing Communications
Year 2
- Business and Societal Impact
- Consumers and Consumption
- Social Media Marketing
Final Year
- Digital Campaigns and Communications
- Responsible Business
- Strategic Marketing Planning
Our Business and Digital Marketing Management BA(Hons) course has been developed with input from industry leaders to ensure it aligns with the latest job market demands. Our modules focus on equipping you with the skills employer's value—preparing you for a successful career in the digital business world. .
The top five job titles advertised in the UK for graduate roles associated with Business and Digital Marketing Management BA(Hons)are Account Managers, Marketing Executives, Merchandisers, Marketing Assistants and Key Account Managers*.
*Lightcast data extracted from Graduate Career Explorer – job postings from Dec 2023 to Nov 2024 showing jobs advertised associated with a selection of relevant graduate.
Course detail
Core modules:
Marketing in Practice
The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 1, Marketing in Practice, is on developing the academic skills you need to engage in your course, but also develop a range of skills relevant to the varied demands of the marketing industry through practical application. In addition, the module will address a broader curriculum of personal and professional development within a marketing context through the identification of the core skills of a professional marketer. It will introduce you to theories, models and strategies relevant to skill development and success at university and in the workplace. Throughout the module, you will be encouraged to recognise your capabilities, take responsibility for your learning and work effectively with your peers.
Global Business Management
In this module, you will explore the pressing global issues, such as globalisation, climate change, digital age, and sustainability, that businesses are confronted in their operations. Adopting a cross-disciplinary approach, you will gain knowledge and develop a critical understanding of how these issues represent challenges as well as opportunities to business and related organisations. As you progress through the module, you will develop a habit to follow the developments of global events, give them a meaning and consider the causes and consequences of ongoing developments. This module is designed to raise you awareness of an increasingly dynamic business environment.
Introduction to Digital Marketing Communications
This module critically discusses key theories relevant to digital marketing communications. Strengths and weakness of different marketing communications channels and platforms (offline, online, integrated) will be analysed as well as their effectiveness. The role of digital marketing communication content, format, and source are discussed as well as psychological processes involved in consumers' processing of and response to such communication materials. The module explains how different digital marketing communications platforms can be combined to achieve specific marketing objectives. This module discusses the ethical and legal issues relevant to digital marketing communications.
Organisational Behaviour
This module provides you with an introduction to key concepts, theories and research in the field of organisational behaviour. Starting with the important question what is an organisation, this module presents and evaluates up to date research on current knowledge about human and organisation behaviour from the perspective of three levels: individual level (personality, motivation, knowledge and learning), group level (organisational culture, team-working) and the organisational level (leadership, changing world of work, technology). An examination of these three levels will provide an insight into the world of work both for employees and future managers. Emphasis on the module is placed on introducing and applying management theory with a critical perspective adopted throughout. Overall, focus on the module is directed towards equipping you with sufficient knowledge to be able to understand the role of the manager in a contemporary organisation and to critically explore the role of influence a range of behaviours have on organisational outcomes.
Marketing and Society
This module is designed to introduce and analyse marketing and consumption in their social context. Marketing emerges differently depending on the type of society in which it develops. Consumption is a complex phenomenon immersed in human social attitudes and behaviours. Thus, marketing and consumption are explored in this module in relation to broader contemporary sociocultural trends and issues. By adopting an interdisciplinary approach to the analysis of marketing and consumption, this module aims to develop your critical awareness of the interrelationships, consequences and tensions that exist between the marketer and the consumer at the individual and collective level, as well as between the marketer, consumer, business, and government.
Principles of Marketing
This module will develop your understanding of the principles and practice of contemporary marketing management. You'll be introduced to the key concepts and tools of marketing including analysis, planning, implementation and control.
Core modules:
The Marketing Researcher
The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 2, The Marketing Researcher, is on developing your knowledge, skills and experience to develop your professional profile. In this module you will investigate and develop a range of skills relevant to the varied demands of the marketing industry through practical application. To support this you will explore the value of analytical data and how this supports the creation of Business Intelligence for decision making. You will investigate different analytical methods and apply them within the business context, looking at strategy, business goals and organisational competitive advantage. It will also seek to develop generic marketing principles and transferable personal skills using the demands of the many sectors of the marketing industries. We will continue to provide an inclusive environment that emphasises the importance of individual resilience and wellbeing at this mid-point of your studies and prepares you for your placement year or final year.
Business and Societal Impact
Businesses are increasingly recognising the necessity of adopting an flexible/agile mindset to establish and maintain a competitive advantage. Throughout this module, you will delve into the theories and practices associated with various business models, with a specific focus on exploring their integration into society. The module, through the examples and case studies used on the module, spans a diverse array of business structures, encompassing Social Enterprises, Hybrids, Non-Governmental Organisations, Micro and Family Businesses. The module will explore the concept of social impact and how businesses may aspire to have an impact beyond their initial communities, examining impact-driven organisations and in turn expanding your comprehension of social value creation whilst retaining an appreciation of the challenges/barriers faced in this area across the different business models examined.
Applied Project Management
This module aims to provide a firm foundation in project management. The module focuses on the tools and techniques of project planning and control and provides a firm grounding in the relationship between human resource issues and project management. You’ll learn the foundations of project planning, executing the plan and completion, and an understanding of the relationships and management of people, teams and outsourced services, developing the role of the project manager as both a client and service provider.
Consumers and Consumption
The overall aim of this module is to understand how insights into consumers and their consumption practices can be used to formulate effective marketing strategy. Traditional and contemporary theories of both the psychology and sociology of consumer behaviour provide the necessary analytical tools to guide the development and application of consumer insights.
Social Media Marketing
This module is designed to introduce you to social media marketing. It will help keep you at the forefront of modern practices: bridging the gap between theory and its practical application, it will also focus on several different aspects including B2B, B2C and Service. You’ll have the opportunity to use a variety of social media tools and platforms to design, manage, and optimise campaigns. This module is for individuals who have not used the social channels in a business context extensively but have a good understanding of traditional marketing techniques
People Management
In undertaking this module you will explore the theory and practices that inform and enable management of people within organisations. ‘People are our greatest asset’ is often said in organisations, but how do you get the best out of your best asset? In undertaking this module, you will explore that creating an environment where people want to work and feel rewarded by their work is one of the biggest differences a manager can make to their organisation. Moreover, in a time when new tech-based advances can be accessed (and downloaded) almost instantaneously across the world, people are increasingly the one differentiator that companies can have that makes them unique and puts them ahead of their competition. But they are also often a business’s largest cost. So, effective people management is important in any type of organisation. Therefore this module will help you look at the importance and benefits of good people management. It will also help you consider the challenges of delivering value creating HR practices both in a conventional business, and now in the increasingly diverse organisation with many forms of contract relationship, locations, and remote working.
The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.
Core modules:
The Marketing Professional
The Professional Marketing modules provide a coherent and progressive framework to support your academic, personal and professional potential. The emphasis in Year 3 'The Marketing Professional' will be on your transition from higher education to the workplace. You will have an opportunity to build on your knowledge, skills and experience that you have developed during your time at university and clearly express your career aspirations. Using recruitment and selection simulations, you will prepare tailored CVs and learn how to perform well within different selection situations. In preparation for your move into the changing world of work, we will explore what it means to be globally and socially aware and you will learn about intercultural effectiveness through case studies and group tasks. There will also be an emphasis on strengthening your leadership capabilities and decision-making within complex and unpredictable contexts. We will continue to reinforce the value of an inclusive environment that sustains you during your final year of study and prepares you for your post-degree choices.
Strategic Marketing Planning
This module will consolidate and build on previous studies in marketing within a strategic marketing planning framework. The module gives you the opportunity to develop your analytical and practical skills in relation to creating, presenting and defending strategic marketing plans, which you will then implement in a case-study based individual and group assignment computer-based simulation of a dynamic, and highly competitive, marketing environment.
Responsible Business
The module examines the inter-relationship between business ethics, corporate social responsibility, business sustainability and sustainable development. You'll engage in constructive debates related to theories of business ethics and ethical decision-making by business managers and examine how companies could fulfil their social responsibilities. By focusing on global sustainability issues, you'll appreciate how businesses can develop sustainable solutions to resolve grand challenges.
Digital Campaigns and Communications
This module is designed to develop and integrate your knowledge of the concepts, theories and practices associated with digital marketing. It keeps you at the forefront of modern practices bridging the gap between theory and its practical application into developing a strategic campaign and communications plan. You’ll learn how to manage and control a digital marketing campaign, to critically evaluate your own or others’ professional practice as campaign managers, and you’ll be introduced to the concepts project management, resource administration and cost control.
Option modules:
Choose either:
Undergraduate Dissertation
This module is an opportunity for you to conduct a research project in an area of business and management that relates to your personal and professional interests. You'll work one-to-one with an experienced supervisor who will help you develop and implement your research ideas. This module will not only deepen your knowledge of a particular business and management topic, but also help you build your practical research and report-writing skills.
Or,
Choose two from a list which may include:
Human Resource Development
Ever wondered how training and developing employees can add value to an organisation? This module will explore this, looking at how investing in staff in this way builds increased commitment and enhances skills. After a review of HRD, how we identify, plan, develop, deliver, and evaluate training, we will consider interventions to support learning organisations as well as exploring the theories surrounding HRD.
Business and Climate Change
This module aims to explore the complex relationship between business and climate change. Students will gain an understating of the political and policy context surrounding the climate crisis, and insight into debates about the changing responsibilities of business through a wide range of examples. The module will enable understanding of how the need to reduce emissions is shaping the activities of businesses, social enterprises, policy makers, NGOs and communities worldwide.
Ethical Leadership
The module sees organisations and businesses as citizens and stewards who are equally bound by ethical responsibility as individuals are. Desired learning outcomes include appreciating the scope of ethical responsibility for leaders and followers and critically reflecting on ethical issues that arise in organisations.
Business and the Entrepreneur
In this module, you'll explore entrepreneurship for large and small businesses in both national and international settings. This module considers the theory and practice of entrepreneurship from different academic perspectives (economic, organisational, behavioural, etc.) and in the current world business climate. The teaching and learning approach on this module makes extensive use of practical case studies.
his course has modules making up 360 credits over the 3 years, with each credit being 10 hours of study (3600 hours in total). An average approximately* 15% (480 hours) of the study time on this course is spent with your tutors face to face or onlinein lectures, seminars, tutorials, practicals and workshops. TThe remainder of the time will be spent on independent study. Assessments takes place through a variety of exams and coursework.
Subject to mode of study. *Based on current core modules.
Calculated using data from the academic year 2024/25, as of November 2024.
Teaching
The teaching year for most courses normally starts in September with breaks at Christmas and Easter, finishing with a main examination/assessment period around May/June. Teaching on other courses including professional courses, postgraduate taught, research, distance learning and apprenticeship may have other start dates including January and May. All start dates can be found on each course page and term dates are also available. Students on a full-time course may have to attend every day of the week. Students who choose to study a full-time course on a part-time basis will generally attend modules at the same time as our full-time students. Timetables are normally available one month before registration.
Our courses are taught at our University campus and you can expect that your lectures and seminars will be held face to face, except in cases of emergency or if specifically stated otherwise in the module description.
Feedback
Feedback (usually written) is normally provided on all coursework submissions within three term time weeks – unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results. Feedback on exam performance/final coursework is available on request after the publication of results.
Progression
You may progress to the next stage of your course or research degree, subject to meeting University assessment criteria and professional, statutory or regulatory body guidelines.
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The University of Huddersfield has been rated Gold in all three aspects of the Teaching Excellence Framework (TEF) 2023. We were the only university in Yorkshire and the Humber and the North West to achieve Gold ratings in all three aspects of the TEF among those announced in September 2023. In fact only 13 Universities, out of the 96 that were announced in September 2023, were Gold in all three ratings.
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Further proof of teaching excellence: our staff rank in the top three in England for the proportion who hold doctorates, who have higher degrees, and hold teaching qualifications (HESA 2024). So, you’ll learn from some of the best, helping you to be the best.
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We are joint first in the country for National Teaching Fellowships, which mark the UK’s best lecturers in Higher Education, winning a total of 23 since 2008 (2024 data).
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We won the first Global Teaching Excellence Award, recognising the University’s commitment to world-class teaching and its success in developing students as independent learners and critical thinkers (Higher Education Academy, 2017).
Read more about academic staff at the University of Huddersfield
As part of your degree, you’ll study the ASPIRE modules. ASPIRE is a series of modules that are designed to equip you with the valuable qualities that we know employers are looking for. Embedded within your degree programme, ASPIRE will enable you to develop and demonstrate subject specific skills and knowledge, which can help to set you apart from other graduates. These modules will contribute towards your course level 5 CMI accreditation.
Entry requirements
BBB-BBCat A Level . |
120-112 UCAS tariff points from a combination of Level 3 qualifications. |
Merit at T Level |
DDM-DMM in BTEC Level 3 Extended Diploma. |
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If your first language is not English, you will need to meet the minimum requirements of an English Language qualification. The minimum for IELTS is 6.0 overall with no element lower than 5.5, or equivalent. Read more about the University’s entry requirements for students outside of the UK on our International Entry Requirements page.
Other suitable experience or qualifications will be considered. For further information please see the University's minimum entry requirements.
Placements
The course offers an optional one-year (48 weeks) work placement after the second year, in the UK or abroad.
Our Placement Office works with national and international employers to ensure excellent work experience opportunities are available to you on placement courses as well as giving advice in areas such as interview skills and preparing CVs and covering letters.
Previous placement providers have included Boxer Gifts, Buy it Direct, Compliance 365, Cummins Turbo Technologies, Digital Velocity, Freeman Grattan Holdings (FGH), Huddersfield Town FC, PPG Architectural Coatings EMEA, SAP (UK) Ltd, The Baby Room, The Bigger Boat and Thornton and Ross.
The placement year is a valuable tool that can enhance your employability and help you to develop as an individual. It is acknowledged that graduates with industry experience are generally much more attractive to employers.
It is a great feeling to know something that I created is being utilised by my colleagues and customers, and will outlast me, like a legacy. The benefits of completing a placement are invaluable, you not only gain knowledge in the field of choice but also a remarkable amount of networking opportunities
Kimberley Dutton, EMEA Regional Customer Marketing Intern, Placement at SAP (UK) Ltd
Student support
At the University of Huddersfield, you'll find support networks and services to help you get ahead in your studies and social life. Whether you study at undergraduate or postgraduate level, you'll soon discover that you're never far away from our dedicated staff and resources to help you to navigate through your personal student journey. Find out more about all our support services.
Important information
Although we always try and ensure we deliver our courses as described, sometimes we may have to make changes for the following reasons
When you enrol as a student of the University, your study and time with us will be governed by our terms and conditions, Handbook of Regulations and associated policies. It is important that you familiarise yourself with these as you will be asked to agree to them when you join us as a student. You will find a guide to the key terms here, along with the Student Protection Plan.
Although we always try and ensure we deliver our courses as described, sometimes we may have to make changes for the following reasons
Changes to a course you have applied for but are not yet enrolled on
If we propose to make a major change to a course that you are holding an offer for, then we will tell you as soon as possible so that you can decide whether to withdraw your application prior to enrolment. We may occasionally have to withdraw a course you have applied for or combine your programme with another programme if we consider this reasonably necessary to ensure a good student experience, for example if there are not enough applicants. Where this is the case we will notify you as soon as reasonably possible and we will discuss with you other suitable courses we can transfer your application to. If you do not wish to transfer to another course with us, you may cancel your application and we will refund you any deposits or fees you have paid to us.
Changes to your course after you enrol as a student
Changes to option modules:
Where your course allows you to choose modules from a range of options, we will review these each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback or demand for certain modules. We will always ensure that you have an equivalent range of options to that advertised for the course. We will let you know in good time the options available for you to choose for the following year.
Major changes:
We will only make major changes to non-optional modules on a course if it is necessary for us to do so and provided such changes are reasonable. A major change is a change that substantially changes the outcomes, or a significant part of your course, such as the nature of the award or a substantial change to module content, teaching days (part time provision), type of delivery or assessment of the core curriculum. For example, it may be necessary to make a major change to reflect changes in the law or the requirements of the University’s regulators or a commissioning or accrediting body. We may also make changes to improve the course in response to student, examiners’ or other course evaluators’ feedback or to ensure you are being taught current best practice. Major changes may also be necessary because of circumstances outside our reasonable control, such as a key member of staff leaving the University or being unable to teach, where they have a particular specialism that can’t be adequately covered by other members of staff; or due to damage or interruption to buildings, facilities or equipment, or pandemics.
Major changes would usually be made with effect from the next academic year, but may happen sooner in an emergency. We will notify you as soon as possible should we need to make a major change and will carry out suitable consultation. If you reasonably believe that the proposed change will cause you detriment or hardship we will, if appropriate, work with you to try to reduce the adverse effect on you or find an appropriate solution. Where an appropriate solution cannot be found and you contact us in writing before the change takes effect you can cancel your registration and withdraw from the University without liability to the University for future tuition fees. We will provide reasonable support to assist you with transferring to another university if you wish to do so.
In exceptional circumstances, we may, for reasons outside of our control, be forced to discontinue or suspend your course. Where this is the case, a formal exit strategy will be followed in accordance with the student protection plan.
The Office for Students (OfS) is the principal regulator for the University.