BA (Hons) Digital Marketing Management with Foundation Year
Course Overview
The BA (Hons) Digital Marketing Management with Foundation Year is designed for students looking for an accessible pathway into higher education and the rapidly growing digital marketing industry. Delivered by School of Coding & AI in partnership with University of Wolverhampton, the programme helps students build academic confidence while developing highly employable digital and business skills.
The foundation year supports students in strengthening their academic, communication and analytical abilities before progressing into specialised digital marketing studies. Throughout the degree, students explore branding, digital communications, SEO, influencer marketing, customer relationship management, data-driven marketing and digital business strategy. This course is ideal for:
- Mature students returning to education after a break.
- Students who wish to build confidence before progressing to a full honours degree.
- Aspiring marketers, entrepreneurs and business professionals seeking industry-relevant digital skills.
- Learners interested in social media marketing, branding, advertising and online business growth.
| Qualification Title | BA (Hons) in Digital Marketing Management with Foundation Year |
| Level | Undergraduate |
| Awarding body | University of Wolverhampton |
| Mode of Study | Full-Time or Part-Time |
| Duration | 4 years for Full-Time students and 8 years for Part-Time students |
| Entry Requirements | 48 UCAS Points, GCSE English and Mathematics at Grade C/4 or equivalent |
| Intakes | January and September |
| Campus | Birmingham |
Course Structure & Modules
Year 1
- Module: 3GK023
- Credits: 30
- Period: 1
- Type: Core
This module is designed to introduce you to digital exploration and sustainability. Along the way, you will develop digitally focused academic and professional skills which will equip you to be efficient, inquisitive and enquiring in your studies. As well as digital technologies and applications relevant to your subject, you will explore tools and platforms available to support your broader academic studies. Awareness of digital ethics and safety, particularly in relation to emerging and evolving tools such as generative artificial intelligence (Gen AI), will also be explored, used and experimented with. The United Nations Sustainable Development Goals (SDGs) will be the subject of your learning and assessment journey, and throughout the module you will apply your digital skills to discover what the SDGs are, their aspirations for global challenges and inequalities, and their impact on you, your society and future professional aspirations.
- Module: 3BU009
- Credits: 30
- Period: 1
- Type: Core
This module focuses on the role and responsibilities of people working for themselves, or in organisations, situated within real world business contexts. This module will provide you with an introduction to leadership and management concepts, where you will explore the dynamic external and internal factors that influence organisational success. Alongside these core concepts, you will define and explore definitions of, and essential management functions that contribute to effective leadership. A significant focus is placed on developing your academic and digital skills through the practical application of knowledge to real world business leadership and management case studies. You will learn to research, structure, and construct a case analysis using appropriate digital tools. Finally, a critical component of the module involves self-reflection encouraging you to assess your strengths, identify areas for development, and align these insights with potential roles and career in business and management.
- Module: 3GK022
- Credits: 30
- Period: 1
- Type: Core
This module will introduce you to the university environment and you will explore strategies for successful university-level study. You will be encouraged to explore your course and how it will support your future career aspirations. Throughout the module, you will establish your own personal development plan (PDP), identifying your personal strengths and areas for development, and setting targets to promote your academic and personal development and develop the resilience needed to achieve your goals. The second part of the module will introduce you to the wide variety of academic skills needed to succeed at university and enable you to develop and apply these skills. This will include: 1. how to write in an academic style, 2. how to structure essays and reports, 3. reading for academic purposes, 4. referencing skills. By the end of the module, you will have a clear understanding of the craft of academic writing and the standard of written work expected at university.
- Module: 3BU008
- Credits: 30
- Period: 1
- Type: Core
This module provides you with an introduction to the wider environment in which contemporary businesses operate. You will examine current debates concerning the purpose and management of modern organisations and develop an understanding of how businesses function. The module explores key internal and external aspects of organisational activity, including Operations Management, Marketing, Financial Information and Human Resource Management.
Year 2
- Module: 4BU026
- Credits: 30
- Period: 2
- Type: Core
In today’s global economy, businesses are expected to do more than just make a profit—they must act responsibly and contribute to a sustainable future. This module introduces you to the principles and practices of responsible and sustainable business. You’ll explore how organisations respond to environmental, social, financial, and ethical challenges, and how they integrate sustainability into their strategies, operations, and culture. Through real-world case studies and interactive activities, you’ll examine topics such as ethical leadership, sustainable supply chain management, stakeholder engagement, and the UN Sustainable Development Goals. You will also have opportunities to work on practical projects that challenge you to think critically about how businesses can balance purpose and profit. Whether you’re passionate about climate action, social justice, or ethical entrepreneurship, this module will help you develop the knowledge and skills to become a responsible business leader in the future.
- Module: 4MK013
- Credits: 30
- Period: 2
- Type: Core
Students will explore and examine foundational marketing theories, models and concepts, and how they can be applied in today’s digital environment. The module will develop your understanding of key marketing challenges and opportunities faced by organisations, as well as the tools you can employ to address them. It will also allow you to appraise the skills required to work within the marketing field and consider how you might develop them.
- Module: 4BU028
- Credits: 30
- Period: 2
- Type: Core
This module introduces you to the fast-moving world of digital business and how technology is transforming the way organisations operate, compete, and grow. You will explore key concepts such as digital transformation, innovation, and business models, and learn how digital capabilities like cloud computing, AI, and blockchain are reshaping industries. During the module you will gain insight into how businesses use digital tools to create value, improve customer experiences, and stay ahead of competitors. You will examine enterprise systems, information management, and understand how big data and business intelligence drive smarter decision-making. Legal, ethical, and regulatory issues will also be covered, helping you think critically about the risks and responsibilities of operating in a digital environment. This module blends theory with practical examples, giving you a strong foundation in digital business transformation, strategy and systems thinking. Whether you’re aiming for a career in business, marketing, technology, or entrepreneurship, you will leave with the skills and confidence to navigate the digital landscape and contribute to innovation in any organisation.
- Module: 4BU025
- Credits: 30
- Period: 2
- Type: Core
This extended induction module supports your transition into university life and introduces you to the requirements of academic skills. It helps you build confidence, develop a strong academic identity, and understand the expectations of university study. You’ll explore key academic practices including independent learning, digital literacy, and ethical academic conduct—such as referencing, plagiarism awareness, and the responsible use of artificial intelligence in line with university policy. You will also be introduced to some of the tools and databases relevant for your studies. The module is structured around seven themes identified by students as essential to their university experience: Ready to Study: Clear guidance on expectations, transitions, and workload planning. Academic Skills and Educational Gain: Development of foundational academic skills including time management, critical thinking, and digital fluency. Career Readiness and Professional Identity: Early exploration of career pathways, CV building, and professional behaviours. Personal Development and Belonging: Activities that foster confidence, inclusion, and identity within the university community. Social Engagement and Community Building: Opportunities to connect with peers, staff, and wider university life. Feedback and Reflective Practice: Structured opportunities to receive, apply, and reflect on feedback to support growth. Wellbeing and Student Support: Embedded access to holistic support services and strategies for success. This module lays the foundation for future development, including the Level 5 Professional Development module/embedded placement experiences.
Year 3
- Module: 5MK019
- Credits: 30
- Period: 3
- Type: Core
This module introduces you to the principles and practices of digital content creation across a range of multimedia platforms. Through a blend of theory and hands-on experience, you will explore storytelling techniques, visual design foundations, and the strategic use of emerging technologies for content production. Topics may include design principles, podcasting, social media strategy, web publishing, and ethical professional practice. You will engage with industry-standard tools, such as developing storyboards, content calendars, and brand assets. The module culminates in a final assignment showcasing creative, reflective, and career-ready digital content.
- Module: 5MK020
- Credits: 30
- Period: 3
- Type: Core
Marketing technologies continually change and develop, and this module will allow you to explore how emerging marketing technologies, innovation, and disruption drive organisational growth and transform marketing practice. Throughout the module, you will explore how innovative tools and platforms reshape customer journeys, value propositions, and competitive advantage. You will also apply innovation principles to design and justify technology-enabled marketing solutions. During this module, you will examine theoretical frameworks alongside practical, real-world case studies, enabling you to evaluate both successful and failed innovations in marketing. By engaging with current debates and future trends, you will be equipped to understand the importance of keeping up to date with marketing technology, but also to apply creative and critical thinking to develop your own innovative approaches.
- Module: 5MK018
- Credits: 30
- Period: 3
- Type: Core
This module builds on the foundational skills and reflective practices introduced in the Level 4 ‘Succeeding at University’ module, supporting students to deepen their professional identity and career readiness. It is designed to support students in developing the knowledge, skills, and reflective practices essential for continuous professional growth in a dynamic and evolving workplace. Through a mix of practical experience and professional development sessions, this module will enable students to explore essential themes such as personal effectiveness, leadership, communication, ethical practice, and lifelong learning. Drawing directly from work experience and/or professional setting, students will reflect on their real-world experiences to deepen their understanding of what it means to grow and succeed in their chosen field. Students may draw on case studies or sector examples to connect theory to practice. Students will engage in self-assessment, goal setting, and action planning to identify their strengths and areas for development. The module emphasizes reflective practice as a tool for professional learning and encourages learners to critically evaluate their experiences and performance in real-world contexts. Specialist areas of marketing such as digital marketing, marketing research and strategic communication will be examined in relation to potential career pathways, so that students can begin to align personal skills and behaviours with industry requirements. CPD planning (continuing professional development) will support students in taking ownership of their learning, helping to enhance professional practice and take meaningful steps towards employability.
- Module: 5MK021
- Credits: 30
- Period: 3
- Type: Core
During this module, you will have the opportunity to develop your own website, using a relevant platform. You will work on the design and development of the website, demonstrating your understanding of Search Engine Optimisation (SEO), off page SEO and technical SEO on content management systems. You will evaluate and apply keyword research tools to measure the effectiveness of the content management system in consumer engagement and conversion. Consideration will be given to the ethical development of your website, including privacy issues.
Year 4
- Module: 6MK015
- Credits: 30
- Period: 4
- Type: Core
Understanding how and why we buy things is a fundamental part of marketing, and this final year module focuses on the multi-disciplinary field of consumer behaviour. As a foundational concept in marketing, you will have touched upon this subject in previous levels of the programme. However, this module requires you to critically evaluate the complexities of the subject area and explore contemporary debates, theories and models in-depth. As consumers, we are subject to a range of internal and external influences that impact on our buyer behaviour. You will have the opportunity to develop knowledge around the individual, social and cultural issues that impact on how consumers consider, buy and dispose of products and services in a digital environment. You will explore a wide range of contemporary marketing and psychological theories, including neuromarketing. You will also explore important ethical and social responsibility issues, such as CSR and green marketing and evaluate the techniques used by organisations to influence and persuade consumers to make purchases. Discussions and debate around the responsibility of marketers who influence consumers will take place to allow you to consider and address important, contemporary cultural and social issues in the field of marketing.
- Module: 6MK016
- Credits: 30
- Period: 4
- Type: Core
This module explores the evolving landscape of marketing intelligence and its strategic role in modern business decision-making. You will gather, analyse and interpret market data to make a data driven marketing strategy. Through research and hands-on activities, you will formulate digital strategies and manage marketing communications. The module concludes with the development of a strategic data-driven marketing strategy, equipping students with the analytical, and professional competencies essential for success in the digital marketing industry.
- Module: 6MK017
- Credits: 30
- Period: 4
- Type: Core
The Marketing Consultant module is one of the final modules taken by Digital Marketing students, providing an opportunity for you to consolidate skills and showcase your marketing knowledge and expertise. As a future digital marketer, you will need to develop your personal brand, reputation and digital identity, building a wide network of like-minded professionals. Key to this is a strong online presence which enables you to build your reputation and demonstrate key knowledge and relevant employability skills. This module will therefore require you to develop your online identity, providing clear evidence of the tools used and steps taken to raise your profile as a prospective marketing consultant. You will also explore the ways in which marketing agencies operate and how to win clients. By the end of the module, you will have a clearer understanding of the role of a marketing consultant, as well the structure and operation of a consultancy. This knowledge could help you to make more informed decisions about your future career.
- Module: 6BU034
- Credits: 30
- Period: 4
- Type: Core
This ultimate module provides students with the opportunity to undertake an independent study that blends learning from previous subjects. It is designed to showcase individual strengths and apply advanced knowledge to a practical business context. Students will create a professional business project that demonstrates their ability to address real-world challenges or opportunities. Emphasis is placed on critical thinking, problem-solving, research planning, data analysis and professional communication skills. By completing this module, students will demonstrate autonomy, innovation and the ability to integrate theory with practice – key attributes for advancing in professional and managerial roles.
Entry Requirements
To be eligible for the BA (Hons) Digital Marketing Management with Foundation Year at School of Coding & AI, applicants should meet the following criteria:
- Minimum of 48 UCAS Tariff Points: Applicants should hold qualifications equivalent to at least 48 UCAS points, demonstrating readiness for undergraduate-level study.
- GCSE English Language and Mathematics at Grade C/4 or Equivalent: Students are expected to have foundational literacy and numeracy skills to support academic success throughout the programme.
- Access to HE Diploma or Relevant Vocational Qualifications: Applicants with alternative qualifications such as BTEC, NVQ or Access to Higher Education Diplomas may also be considered for entry.
- International Applicants: International students must demonstrate English language proficiency and provide qualifications equivalent to UK entry standards.
Benefits
At School of Coding & AI, students gain access to a modern learning environment focused on employability, digital innovation and practical industry skills. Benefits of studying this programme include:
- Foundation Year Support: Ideal for students needing additional academic preparation and confidence-building.
- Industry-Relevant Curriculum: Learn practical digital marketing skills used by businesses worldwide.
- Hands-On Learning: Develop real-world experience through projects, case studies and campaign development.
- Experienced Academic Support: Learn from tutors with academic and professional expertise.
- Career-Focused Education: Build transferable skills in communication, analytics, leadership and digital strategy.
- Flexible Study Options: Full-time and part-time pathways available.
Further Career
Graduates of the BA (Hons) Digital Marketing Management with Foundation Year can pursue careers across a wide range of industries and digital sectors.
- Digital Marketing Executive: Plan and manage online campaigns across search engines, social media and digital advertising platforms.
- Social Media Manager: Create engaging content strategies and oversee brand presence across social media channels.
- SEO Specialist: Improve website visibility and online performance using search engine optimisation techniques and analytics tools.
- Brand Executive: Support organisations in building brand identity, audience engagement and long-term customer loyalty.
- Content Marketing Executive: Develop creative written, visual and video content designed to attract and retain target audiences.
- Digital Campaign Coordinator: Organise and monitor multi-channel marketing campaigns to ensure successful delivery and measurable results.
FAQs
The Foundation Year is designed to help students develop academic confidence, study skills and subject knowledge before progressing to the full honours degree programme.
No prior marketing experience is required. The programme is suitable for beginners as well as learners returning to education.
Students will gain practical experience in digital marketing, branding, SEO, analytics, social media management, communication and campaign development.
Yes. Mature students and applicants with relevant work experience are encouraged to apply.
The course is available in both Full-Time and Part-Time study modes.
Get in Touch
35 Livery St, Birmingham B3 2PB, United Kingdom
0121 582 4468