Course Overview

UK Fees £9,250 *
International Fees £14,400 *
Duration 3 or 4 years

* Price per academic year

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 will have the opportunity to tailor your course by choosing specialist option modules, covering topics like user experience, brand management, mobile and social media.

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 used in top 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 buyer behaviour to provide you with the key concepts alongside professional development for marketers, to introduce you to employability through work-based learning.

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:

  • Fundamentals of Marketing 
  • Professional Development for Marketers 
  • Buyer Behaviour 
  • Web Design and Content Creation 
  • Digital Marketing Enterprise and Innovation

Credit Level 4

The second year starts with marketing metrics where you learn how to measure performance, social media marketing and digital marketing communications and channel optimisation. The focus here is on using digital tools and media to communicate with and engage your audience. The Consumer insights module helps you further understand customer needs and your interests can guide your choice of two optional/elective modules.

Subjects of study include:

  • Marketing Metrics 
  • Social Media Marketing 
  • Digital Marketing Communications and Channel Optimisation 
  • Consumer Insights 
  • Search Marketing 
  • Global Consumer Engagement 
  • Product and Brand Management 
  • Marketing Ethics and Social Responsibility 
  • Convergent Media

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.

In your final year you build on your knowledge of metrics to focus on marketing analytics, here you’ll learn how to measure traffic to your website, identify your ‘sticky content’ and see how engaged your audience is. Digital marketing strategy and planning considers the integration of digital technologies and tools within marketing planning and the impact of disruptive business modes. Again, you can shape your learning with two option/elective modules. 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 websites, for example, to understand what content works best, examine the way users browse the site and what incentivises them to stay longer.

Subjects of study include:

  • Marketing Analytics 
  • Digital Marketing Strategy and Planning 
  • Final Major Project 
  • Customer Relationship Management 
  • Global Marketing Management 
  • Managing Brands 
  • Mobile User Experience 
  • Digital Marketing, Social Media and Web Analytics

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.

Programme Specification

For more details on course structure and modules, and how you will be taught and assessed, see the programme specification.

For general enquiries about the course, please email [email protected]

To request an accessible version of the programme specification, please email [email protected]


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.

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Build connections

Build connections with peers and future business leaders.

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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, comprising a set of core and optional 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.

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.

Students working and studying internationally

Why study this course?

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Industry-standard software

Develop practical skills using the same industry-standard software as top agencies.

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Build a global network

Build a global network and develop your own professional online ‘brand’.

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Develop practical skills

Improve your communication and presentation skills.

Online open days

Join us at an online open day or information session and get a feel for student life at the University of Westminster.

You'll get a chance to: 

  • Speak to our academic staff
  • Take a virtual reality tour of our student halls
  • Ask us any questions you may have about student finance and accommodation

Find an online open day

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Entry Requirements

  • A Levels – BBC to ABB
  • International Baccalaureate – 112 to 128 UCAS Tariff points from the IB
  • BTEC Extended Diploma –DMM to DDM
  • BTEC Diploma –D*D*
  • Access – 112 to 128 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 to 128 UCAS Tariff points from the IB

If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.

More information

Learn new skills

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Become a responsible leader

Understand the importance of ethics, shared value, sustainability and collaboration as a responsible business leader.

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Learn to communicate and work effectively

Learn to communicate and work effectively to a high professional standard.

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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.

Visit the WBS blog

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.

EU Qualifications Welcome Award Scheme

If you are an international student accepted on an undergraduate programme starting in September 2021 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.


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.


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: £14,400 (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 accepted on an undergraduate programme starting in September 2021 on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction of £4,500 per year, 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.

Postgraduate students

Teaching and assessment

Your learning experience is designed to provide both a practical and theoretical understanding of the theories, frameworks and ideas related to digital marketing. Employability and enterprise are strongly embedded in the modules through ongoing engagement with industry and the use of practical activities, such as the live briefs and case-study analysis.

To assist the learning experience, we provide reading lists, lecture and seminar materials in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools so you can refer back to them.

How you'll be taught

This vocational course has a strong focus on your future career and the curriculum is very much applied to the industry context. Your learning activities and assessments are designed to provide real world learning opportunities to combine theory and practice. 

The learning and the teaching of the course takes place through lectures, seminars, workshops and tutorials. You’ll be encouraged to work in an inclusive and engaged manner, which builds your ability to follow briefs and gives you greater confidence to suggest your own ideas. It also fosters problem solving and multi-tasking, all of which are needed in the workplace.

Digital media are used to facilitate a blended approach with platforms including the online learning environment, course website and course social media. The course has its own media channels for which you’ll create content both individually and collaboratively (social media ads, landing pages on websites, apps, blogs and user experience designs) with a view to reach and engage audiences as part of your learning and assessment. The performance of these channels will be measured and managed through web analytics.

The course team works closely with industry partners and work-related tasks and ‘as live’ briefs help simulate the working environment. Work-based learning and other forms of experiential and problem-based learning forms an important strand in the three or four years of the course to help engender employability into the curriculum. The blended approach also facilitates innovative teaching methods such as the flipped classroom (students access pre-recorded lectures and the face-to-face or online seminar time is spent working on the aspects that students find problematic) which encourages active learning.

The course is designed to offer a number of different learning and teaching approaches. For example, in your first year, in Professional Development for Marketers, you’ll work in groups on a live brief for an agency client. In Digital Marketing Enterprise and Innovation, you’ll develop creative and innovative solutions to a real-world business problem, presenting your solutions to an industry panel. In other modules you’ll develop a range of digital skills in creating content for websites and social media, you’ll learn how to understand what content drives traffic, engages audiences and converts into sales. You’ll get to know the consumer, prototype and test your messages, creative and channels, analyse online behaviour and how to manage relationships. You’ll learn how to work as a team and present your work using digital and presentation skills.

How you’ll be assessed

A variety of assessments are offered, which not only are socially, culturally and globally relevant to consider learners’ identities, but also provide flexible ways to meet the learning outcomes (videos, practicals, presentations, blogs, internet tasks, lay explanations, reflections, etc). We try to make assessments as practical and relevant as possible, for example using analytics to improve website performance or creating a portfolio of digital content.

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

visit our student hub

Illustration for the Student Hub


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.

Find out moreGo to Westminster Business School page

Westminster Business School Marylebone Campus

Contact us

We have an FAQs page if you are applying this year.

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[email protected]

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