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BA Marketing with Digital Media
About this course
Marketing sits at the point where business strategy, consumer psychology and creative communication meet. It is concerned with understanding what people want and need, developing products and services that meet those needs, and communicating their value clearly and compellingly. Digital media has fundamentally transformed how this is done, creating new channels, new data sources and new ways of reaching audiences at scale. Studying marketing with digital media prepares you to operate confidently in this evolving landscape. At Edinburgh Napier University, this four-year full-time programme combines the core principles of marketing with a focused engagement with digital platforms, content strategy, analytics and online communication. You will study consumer behaviour, branding, market research, strategic marketing planning and the management of marketing campaigns alongside the specifically digital dimensions of the field, including social media management, search engine optimisation, digital advertising and web analytics. The programme includes a year abroad, giving you the opportunity to study at a partner institution in another country and develop an international perspective on marketing practice. You will graduate with both conceptual understanding and practical digital skills. Graduates with a background in marketing and digital media are in demand across a very wide range of organisations, from large corporations and agencies to start-ups, charities and public sector bodies. Roles in digital marketing, content creation, social media management, brand management, market research, advertising and e-commerce are all natural career paths. The analytical skills developed through the digital media components of the programme are particularly valued as data-driven decision-making becomes more central to marketing practice. Postgraduate study in marketing, digital marketing or business management is also an option for those who wish to specialise further.
Syllabus & Modules
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