Digital Marketing

Course overview

The BSc Digital Marketing programme at Aston University equips you with the knowledge and practical skills needed to thrive in a fast-paced world of digital marketing. Blending core marketing theory with industry standard digital tools, this programme will cover areas such as Content Marketing, User Experience, Social Media, Digital Analytics and Influencer Marketing.

You will develop strong analytical, communication, and strategic decision-making skills, with a focus on innovation and ethical practice. The programme includes a compulsory placement year, offering valuable experience to enhance employability for a digital agency environment. With a balance of academic and practical application, this course prepares you to become an adaptable, forward-thinking marketer in a global digital economy. Whilst at university, you will have the opportunity to complete the CIM Certificate in Professional & Digital Marketing and will graduate with exemptions at Level 6.

"Aston University is a great place to study. The placement year helps you to put knowledge into perspective, and then when you graduate you’ll know exactly what you’re doing. You will be a step ahead of everybody else, you have got that experience, you are ready, and you are rearing to go."

Chloe Lansbury

BSc (Hons) Marketing

Senior Social Media Manager, Butterfly 3ffect

Why Digital Marketing at Aston University?

Recognised for quality

Aston Business School is proud to be among 1% of business schools worldwide with triple accreditation

Professionally accredited

Throughout the programme the CIM Certificate in Professional & Digital Marketing will be embedded, with the option for you to achieve the professional qualification whilst studying

Earn more

Our graduates are among the highest paid in the country, earning on average £36,100 five years after graduating (Longitudinal Education Outcomes, 2023)

Gold standard teaching

Aston University was awarded Gold - the highest possible rating for the Teaching Excellence Framework (TEF, 2023)

Global top 100

Aston University was ranked among the top 100 universities worldwide for marketing (QS World University Rankings by Subject 2025)

Chloe's story

Chloe shares her experiences of studying Marketing at Aston University and how this helped her to secure her role as a Social Media Executive at Gymshark.

Careers and Placements

Whatever your Aston University journey, we're here to help. Discover what's possible with Careers and Placements.

Course description

ASTON POWER SKILLS

Built into every undergraduate degree

Gain the skills employers look for worldwide.

AI & Digital

Innovation & Entrepreneurship

Inclusive Leadership

Environmental Sustainability

Discover Power Skills

BSc (Hons) Digital Marketing

Explore digital marketing through data, creativity, and strategy. Gain real-world experience, industry insights, and skills to thrive in today’s fast-evolving digital landscape.

What we will provide
First-class teaching in the UK’s second-largest city, delivered by a diverse array of staff who will inspire and excite you. Our programme will empower you with core concepts of marketing theory, equipping you with practical skills for real-world scenarios. You will collaborate on live marketing projects, with local companies and experts, making your learning experience more rewarding.

We are also an Adobe Creative Campus meaning you will have access to top-notch software licenses, including Adobe and Solidworks, commonly used in industry.

What you will provide
It is important you learn how to adapt a growth mindset to your studies – understanding that intelligence and success come from dedication, a willingness to learn and the ambition to drive change and create value for businesses.

What skills we teach
You will gain expertise in digital strategy, content creation, data analytics, communication, UX design, market research, and social media. You will develop critical thinking, creativity, teamwork, and problem-solving abilities, alongside practical experience through placements and exposure to real-world marketing challenges.

Placement year
We all know that taking a placement year will boost your employability – it’s what makes Aston University graduates some of the most employable in the country. It’s for this reason that we encourage every student to take one. The placement year gives you the chance to put theory into practice, gain relevant work experience, and develop professional and transferable skills.

The placement year is compulsory for BSc (Hons) Digital Marketing students. International students can request permission to opt out of the placement year, but we strongly recommend that it is completed where possible.

Career prospects
As an Aston University Digital Marketing graduate, you will be equipped for a range of different career options. Potential careers include Digital Agency, Digital Marketing, Digital Analytics, Content Creation and Influencer Management.

How you will learn

Our teaching approach is both modern and innovative. Alongside traditional lectures and training in the latest analytical tools, you'll gain valuable hands-on experience during your placement, enhancing your overall learning. At the beginning of your course, you'll be assigned a personal tutor for individual study guidance. Module tutors are readily available to answer questions, and all lectures are recorded for future reference.

Our emphasis is on practical knowledge application, with guest lectures from prominent business leaders and mentoring programs offering unique insights. Our renowned Visiting Professors, top UK business figures, share their expertise and expectations from students and graduates.

Complementing traditional teaching, our virtual learning environment provides electronic support materials. You'll have access to the University Library's extensive collection of over 25,000 books and electronic journals. University-wide services like the careers service, Jobshop, counselling and advice services, sports facilities, and Chaplaincy enhance your overall university experience and prepare you for your professional career.

Aston University also offers an array of extracurricular activities, including clubs and societies like Aston Bright Futures, which works with leading businesses across various sectors. These activities not only enrich your student experience but also help you explore your specific interests and career pathways.

What you will learn

This degree will equip you with problem solving skills that you can apply to various careers. Whether you’re interested in a career in in-house digital marketing, within social media strategy or as a digital analyst.

First year

You will gain a solid foundation in your first year across a breadth of marketing topics before shaping your second and final years to concentrate your study on your specialisms.

Second year

You will apply core theories of marketing to given scenarios, explore alternative solutions and provide recommendations. You will reflect and articulate your own learning and plan and implement strategies to build upon this. You will apply clear and original thinking in problem solving, demonstrating the ability to select and evaluate evidence and use the appropriate methods of analysis.

Placement year

The Aston University placement year forms an integral part of your educational journey and gives you the chance to put theory into practice, gain relevant work experience, and develop professional and transferable skills. Our award-winning careers and placements team are on hand to support you through every step of your placement journey.

Placement stories

Final year

You will have more freedom and take ownership of your degree, having experienced both theoretical, applied and practical aspects of the subject, with more module choice to tailor your studies to your interests. Not only will you graduate with a great depth of knowledge, but you’ll also be equipped with independent, work-ready, commercial skills and relevant work experience.

Course objectives

Enables you to demonstrate understanding and application of core theory and knowledge in marketing within the wider business context.
Enables you to work effectively as an independent self-managed/self-regulated learner who is socially responsible.
Enables you to communicate effectively in a manner appropriate to the setting, task and/or audience.
Develops innovative thinking in problem solving.
Enables you to make appropriate operational and strategic decisions and to apply knowledge based on sound analysis in an international context.

Modules

Modules and learning outcomes

Year 1 modules

In your first year you will study the following core modules:

Module Title	Credits
Marketing Principles	15
Essential Skills for Marketers	15
Consumer Behaviour	15
Marketing Communications	15
Content Marketing	15
Law, Economics and Accounting for Marketers	15
Foundations of Business Analytics	15
User Experience Design	15
Total	120

Year 1 outcomes

On successful completion of the first year, you will be able to:

Explain and effectively use the fundamental concepts and theories of marketing and digital marketing.
Evaluate and translate concepts and theories within that business subject area.
Utilise different forms of communication in an individual or group setting.
Demonstrate awareness of different approaches to solving problems related to your area of study.
Apply communication and team working skills within your area of study.
Demonstrate presentation skills within a marketing/business discipline.
Demonstrate analytic skills relating to business and user experience.

Year 2 modules

In your second year you will study the following core modules:

Module Title	Credits
Market Research	15
Digital and Social Media Marketing	15
Services Marketing and Management	15
Influencer Marketing	15
Digital Analytics	15
Doing e-Business	15
Total	90

You will choose two of the following optional modules:*

Module Title	Credits
Language in the News Media	15
Agile Practices in IT and Management	15
The Modern Business in the Cultural Context	15
Optimisation and Digital Analytics	15
Professional Communication	15
Developing Creativity	15
Virtual Business Simulation	15

*Availability of any optional modules will be subject to staff availability and a minimum number of students who express an interest in studying the optional modules.

Year 2 outcomes

On successful completion of the second year, you will be able to:

Evaluate and apply the marketing theories and concepts from the varied marketing disciplines.
Demonstrate competency in the analytics used in a digital marketing business contexts, and how to apply them.
Analyse and integrate digital marketing concepts and theory to a specific construct or strategy.
Evaluate and interpret qualitative and quantitative data with a view of constructing argument and making sound judgement within business disciplines.
Provide innovative ideas/solutions to a problem or task.

Placement year modules

You will spend your third year on placement. You will be fully supported throughout the process by our award-winning Careers and Placements team.

Placement year

Module Title	Credits
Integrated Placement Year	120

Placement year outcomes

On successful completion of the placement year, you will be able to:

Analyse how marketing and or business principles operate within a company (work experience).
Demonstrate the ability to work in a self-managed/self-directed way in an organisation.
Demonstrate the ability to solve or provide solutions to a problem/issue within a company.
Apply transferable skills and competencies within a real work-based situation (via placement experience).
Identify and explore an organisational issue, using appropriate analytical tools, and recommend actionable improvements.

Final year modules

In your final year you will study the following core modules:

Module Title	Credits
Marketing Strategy	15
Digital Innovation for Marketing	15
Strategic Brand Management	15
Mastering Marketing Communications	15
Enterprise and Entrepreneurship for Marketing	15
Social Selling and e-commerce	15
Total	90

You will choose two of the following optional modules:*

Module Title	Credits
Digital Buyer Behaviour	15
Digital Analytics and AI	15
Technology and Practice of E-Commerce	15
Leadership and Management Communications	15
Multimodal Communication	15
Business Analytics and Data Mining	15
Managing IT on a Global Context	15
Performance and Efficiency	15

*Availability of any optional modules will be subject to staff availability and a minimum number of students who express an interest in studying the optional modules.

Final year outcomes

On successful completion of the final year, you will be able to:

Demonstrate a systematic critical analysis and application of digital marketing concepts.
Appreciate the implications of ethical practice within an organisational setting as an individual learner.
Develop strategies based on a sound analysis and make decisions about how to implement them.
Analyse specific digital innovations and technologies that impact upon the organisation, its core functions and audiences.
Develop communication solutions that are relevant to marketing related practitioners.
Demonstrate a systematic critical analysis and application of marketing concepts.

We regularly review our modules to provide the best possible teaching and learning experience, incorporating academic developments, student feedback and employer feedback.

There may be some change to some of the modules on this course for 2025/26 entry.

We’ll make sure to let you know of any changes to modules at the earliest opportunity by updating our course webpages.

We’ll do our best to provide as much optional choice as we can, but timetabling constraints may mean it isn’t possible to take some module combinations. The structure of some courses means that the order of modules or the streams you choose may determine whether modules are core or optional. This means that your core modules or options may differ from what’s shown here.

ASTON POWER SKILLS

Built into every undergraduate degree

Gain the skills employers look for worldwide.
As an Aston student, you will develop expertise in four key areas:

AI & Digital

Join the rise of the humans. Don't fear AI, master it and use it for good. Develop digital skills for the future, whatever career you want to pursue.

Innovation & Entrepreneurship

Don't follow the rules, rewrite them. Today’s fast-changing world needs original thinkers. Creators. Innovators. Risk takers. So get ready to think smart and reach the next level.

Inclusive Leadership

Make space for every voice to be heard. Be the one who brings people together with a shared vision. Learn to break down barriers and be the leader the future needs.

Environmental Sustainability

It's not game over for our planet. It's game on. Together we can create a greener tomorrow. The world urgently needs graduates who can shape more sustainable and ethical ways of working. The future depends on it.

Entry requirements

A Levels

BBB (standard offer)
BBC (with EPQ or Core Maths minimum grade B)
BBC (contextual offer)
Contextual offers

Aston Ready is our contextual offer scheme that could reduce your undergraduate offer by one or two grades. Assessed at the point of application, there are no additional forms to fill in.

Contextual offer criteria

BTEC Extended Diploma – DDD (standard offer)

BTEC Extended Diploma - DDM (contextual offer)

The University also accepts the BTEC Level 3 National Extended Certificate/BTEC Level 3 Subsidiary Diploma and BTEC Level 3 National Diploma/BTEC Level 3 Diploma for entry onto degree programmes, provided that they are studied in combination with other qualifications that are equivalent to three full A2 Levels.

31 points overall in the IB diploma with grades 5,5,5 in 3 higher level subjects.

You must also have Standard Level grade 4 in Mathematics and grade 5 in English Language.

We accept the QAA-recognised Access Diploma which must consist of 45 credits at Level 3.

You must obtain a minimum of 21 credits at distinction and the rest must be at merit or distinction.

Please note that we do not accept the English and Maths components within the Access qualification and you must meet the GCSE entry requirement.

The following T Levels are accepted qualifications for this course:

Design, Surveying and Planning for Construction - grade D
Digital Production, Design and Production - grade D
Education and Childcare - grade D
Onsite Construction - grade D
Building Services Engineering for Construction - grade D
Digital Business Services - grade D
Digital Support Services - grade D
Health - grade D
Healthcare Science - grade D
Science - grade D
Accounting - grade D
Finance - grade D
Management and administration - grade D
Design and development for engineering and manufacturing - grade D
Maintenance, installation and repair for engineering and manufacturing - grade D
Legal Services - grade D

GCSE Maths – grade C/4
GCSE English Language or English Literature – grade C/4

Year 1 entry: We may consider applicants for year 1 entry who are undertaking a first year degree elsewhere. You must meet the GCSEs and A Level (or equivalent) requirements as listed. In order to be considered you will need to submit a UCAS application as we do not accept direct applications and this must include an academic reference.

Year 2 entry: Please note that second year transfers are not part of the standard admissions process and is up to the discretion of the admissions team and tutor. Applications are only considered if there is space on that year of the programme. Typically, applicants for second year entry must meet the GCSEs and A Level (or equivalent) requirements as listed. Alongside this you must have successfully passed (or be expected to pass) your first year with 120 credits on an equivalent programme at another recognised university with very similar module content. The equivalency of the programme is reviewed by the Admissions Tutor and you will be required to provide an official copy of the programme specification of this. In order to be considered you will need to submit a UCAS application as we do not accept direct applications and this must include an academic reference.

Year 3 entry onwards: We will not be able to consider any application for Year 3 or final year.

International students

Aston University is a diverse, close community and welcomes international students on many of our undergraduate programmes. Students from over 120 countries choose to study with us every year. Based in the centre of Birmingham, Aston is not only a great place to study, it’s also a great place to live.

Qualifications in your country

Applicants whose first language is not English will be required to provide evidence of an English language qualification.

English language requirements

International students can enter at Year 2 of this course having completed an undergraduate year one programme at the required academic level with approved teaching partners ONCAMPUS Aston or NCUK.

Aston University provides a range of opportunities for international students to join our community and study on our campus. A key part of our strategy is our relationships with teaching partners, providing multiple pathways to Aston.

Aston’s professional work placements can improve your chance of securing a graduate job. Placements give you experience, confidence and opportunities and, as an Aston student, you’ll be better prepared for your future career. One of the great things about Aston is our focus on employability. Our close links with businesses, industries and professions make this possible.

Find out more about applying

Post-study work visa

Aston University welcomed the creation of a new Graduate Immigration Route which enables international students to remain in the UK for two years after you complete your studies to find work. This new post-study work visa applies to international students completing full-time undergraduate and postgraduate courses.

Graduate Immigration Route

Fees and scholarships

Course fees

The fees shown below are for September 2025 entry, so may change for September 2026 entry. We will update to September 2026 fees as soon as possible.

UK students
(2025/26)

Annual tuition fees:	£9,535*
During placement year:	£1,250

International students
(2025/26)

Annual tuition fees:	£21,500
During placement year:	£2,500

UK students (Home Undergraduate):

The annual tuition fee for the programme commencing in academic year 2025/26 will be £9,535 (subject to the passing of legislation implementing the Government’s policy to increase the maximum tuition fee from £9,250, payable by Home Undergraduate students on full-time courses). The fee for the placement year is £1,250.

International students (Overseas Undergraduate):

The annual tuition fee for the programme commencing in academic year 2025/26 will be £21,500. The fee for the placement year is £2,500.

All students:

The duration of your programme is set out at the top of this course page and you will be responsible for the payment of an annual tuition fee in each of these years. The University reserves the right to increase tuition fees annually in accordance with its Terms and Conditions and subject at all times to the maximum tuition fee caps set by Government from time to time. This means that your total tuition fee may be higher than stated above, but your total tuition fee will never increase by more than 6% year on year. An increase in fees will allow the University to cover the increased costs of delivering the course and ensure it is able to maintain high standards of education and facilities.

More information on fees

For Home students: Tuition fees for UK/Home students may change in line with government policy.

For International students: The International students fee is a fixed annual fee for the duration of the Programme, except whilst on placement when a placement year fee applies.

Scholarships

At Aston University we are committed to supporting the most talented and hardworking students to achieve their potential by providing a range of scholarships to help lower tuition and living costs.

Explore our scholarships

Assessment

The programme will be assessed through a combination of written and oral examinations, class tests, individual and group coursework, projects, presentations and practical assessments.

Career prospects

Our BSc (Hons) Digital Marketing programme will prepare you for a range of careers across the public, private and third sectors. Our graduates are among the highest paid in the country, according to the 2023 Longitudinal Education Outcomes (LEO). This data shows that five years after graduation, employed Aston University graduates have the 15th highest median salary among all UK Higher Education Institutions, with a median salary of £36,100.

Studying Digital Marketing opens up a wide range of exciting and fast-growing career opportunities across industries. This course equips you with the skills needed to thrive in today’s digital-first landscape, covering key areas such as Digital Agency operations, Digital Marketing strategy, Digital Analytics, Content Creation, and Influencer Management.

Dreaming big

Ali-Reza Panjwani talks about his experience at Aston University and how it propelled him to becoming an executive director at J.P. Morgan in New York City.

Discover Ali-Reza's journey

Aston Business School graduates achieve some amazing things - whether it's setting up their own businesses, landing competitive graduate schemes, or making real differences within their communities.

Hear from our graduates

Be part of our community

Once you have joined us at Aston University, you’ll always be part of our community, even beyond graduation.

Alumni services

Simba's journey beyond graduation

After Aston, I went on The Apprentice

Sunjay's journey beyond graduation

After Aston, I worked with Kylie Minogue

Christine's journey beyond graduation

After Aston, I founded a global football franchise

Frequently asked questions

Why study digital marketing?

Digital marketing is at the heart of how businesses connect with customers in today’s digital age. Studying digital marketing gives you more than just technical skills - it gives you a deep, strategic understanding of how brands grow, how data drives decision-making, and how to navigate the fast-changing world of digital platforms. The programme will set you up for long-term career growth, graduating with practical experience and industry connections.

Whether you want to work in a creative agency, launch your own brand, or specialise in areas such as analytics or social media, this programme provides both the skills and experience to stand out in a competitive job market.

How will a placement year benefit me?

Whether you choose to study abroad or do a work placement, Aston University’s links with employers and universities around the world mean you will have a wide range of options to boost your employability and explore the world of work.

Our work placements give you the opportunity to apply what you have learnt on your course while gaining valuable professional and paid experience. It can enhance your graduate employment prospects and help you to make more informed career decisions. Around one in five of our placement students are offered graduate jobs by their placement employer.

Find out more

Is Birmingham a good place to study?

Our campus is based in the centre of Birmingham, the youngest major city in Europe and a great place to live, work and study.

Great music and entertainment with a vibrant nightlife. Bars, clubs, pubs, live music, festivals, concerts. Whatever your tastes, there's something here for everyone.
Fantastic food. Birmingham's diverse community means you can try anything from the famous Balti triangle, the Chinese Quarter, high street chains, halal and vegan food, and Michelin-star dining.
World-class shopping. The Bullring and Grand Central is a shopper's paradise. From the world's biggest Primark to luxury brands at the Mailbox.
Arts and culture. Museums, galleries, theatres, concerts and Birmingham's art collection is as wide as it is impressive - not to be missed.
Green, open spaces. One of the greenest cities in Europe, Birmingham has hundreds of publicly accessible parks and green spaces across the city.
Sporting action. Birmingham has some of the most exciting venues for watching or participating in sport in the UK.

Discover Birmingham