Course summary

Do you have the ideas and vision to spot market opportunities, predict the next big thing and develop digital marketing strategies which enable brands to capture both attention and market share? Then take the opportunity to study BA Digital Marketing at Richmond. As with all of our students at Richmond, you’ll have the advantage of being able to study one programme and gain two degrees, from the US and the UK, opening up more international career opportunities. Our programme encompasses all aspects of marketing and digital marketing – from market research and consumer behaviour to branding and advertising. Ecommerce and social media are explored in detail, with an examination of their increasingly vital role in the marketing mix. You will be challenged to think critically and how to negotiate strategies effectively in turbulent times such as Brexit and Covid-19. On top of all this, you’ll be provided with a solid foundation in general business and management knowledge with a specific focus on digital marketing, both as business strategy and a function. You will gain an understanding of the many different strands of digital marketing – 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. Whatever your goals, by the end of the programme, you’ll be a master of digital marketing – someone who knows how to reach and influence people through multiple digital platforms. There’s a broad spectrum of electives on offer in the third and fourth years. Choose from topics which are highly valued by future employers such as Data Science, Advanced Computer Applications in Business, Coding and Web Design. It’s an opportunity to specialise in an area that you find particularly interesting and could be invaluable when making a career choice. You’ll be given the chance to work on live marketing briefs, so you’ll have a real grasp of how marketing and digital marketing works in practice. Guest speakers are invited to meet our BA Digital Marketing students, sharing their expertise and tips on how to get ahead in the industry. Based in vibrant London, home to world leading marketing, advertising and digital communication companies, you’ll be ideally positioned to capitalise on internship opportunities. On completing this programme, students will be able to apply for four exemptions (all certificate level) from The Chartered Institute of Management Accountants (CIMA), the world’s largest professional body of management accountants, entering into their Operational Level. Top reasons to study this programme

• Learn within the flexible Liberal Arts framework. Choose your own path – find out more about the Liberal Arts - https://www.richmond.ac.uk/about-richmond/the-liberal-arts/

• Build a comprehensive business understanding which puts marketing and digital technology into context within organisations

• Learn how to leverage digital marketing tools to design and deliver outstanding digital marketing strategies across the campaign lifecycle

• Examine successful global marketing practices and how they can secure a competitive advantage and success for organisations

• From concept to product launch, learn how to position and promote products/services with an extensive analysis of the marketplace and how to engage effectively with a target audience

• Discuss the contemporary debate over marketing ethics, and contrast different ethical approaches to the study of digital marketing