BA Advertising & Digital Marketing

About this course

Advertising and digital marketing sit at the heart of how businesses and organisations reach and engage their audiences in the contemporary world. Advertising has a long history as a discipline concerned with persuasion, creativity, and the understanding of human motivation. Digital marketing has transformed the field, adding data-driven targeting, real-time optimisation, content marketing, social media strategy, and analytics to a toolkit that now spans every channel through which consumers encounter brands. Together, these disciplines offer both creative and strategic skills that are in high demand across the economy. This part-time programme at the University of Northampton includes a sandwich year and a work placement, giving you the chance to gain professional experience while you study. The part-time structure makes the programme accessible to students who are working alongside their studies or who have other commitments, and the placement component ensures that the practical dimension of your learning is genuinely substantial. You will study advertising theory and campaign planning, digital channels including search, social, email, and content marketing, consumer psychology, brand communication, and the analytics tools that measure and optimise performance. The programme develops both the creative and the analytical sides of the discipline, recognising that effective modern marketing requires both. Graduates from this programme pursue careers in advertising agencies, digital marketing agencies, in-house marketing teams, brand consultancies, PR, and media. Roles include digital marketing manager, social media strategist, content manager, paid media specialist, and campaign planner. The work placement gives you a significant professional advantage on graduation. Further study options include postgraduate degrees in marketing, digital marketing, business, and related fields, as well as professional qualifications through bodies such as the Chartered Institute of Marketing.

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