Digital Marketing and Social Media BA (Hons)

About the course

Digital and Social media is now at the forefront of marketing and business decision making. The sector is growing at a phenomenal rate, with sites such as  use Twitter, Facebook, You Tube  being used by a generation as their main medium of communication. If you want to see the impact that it is having just take a look at this video| by Erik Qualman

You can get a head start in the fast growing digital market with this course. You will have access to expertise from IBM| and award-winning digital marketing agencies such as the Rabbit Agency| . You will develop solid skills in the subject area learning about new media design and creation, digital and web analysis and social media management. 

During the course you will gain exemptions from professional qualifications from the Institute of Direct Marketing.

You will also get the opportunity to enhance your future employability through ‘Digital Futures’ a series of talks, workshops and mentoring from external companies and digital agencies.

You may also be interested in:

BA (Hons) Advertising and Marketing Communications|

BA (Hons) Business and Marketing|

BA (Hons) International Marketing and Business|

BA (Hons) Marketing Management|

Key facts

UCAS course code:  NI54

Duration:  Three years full-time, four years with a placement

Institution code: D26

Entry and admission criteria

  • Typical offers at 280 UCAS Points. You need to study at least two subjects at A Level or equivalent 
  • International Baccalaureate: 28+ points
  • All students must have at least five GCSEs grades  A–C including English Language and Maths.

We welcome applications from mature students with non-standard qualifications and recognise all other equivalent and international qualifications

International students:

If English is not your first language, an IELTS core of 6.5 (including a minimum of 5.5 in each component) or equivalent is normally required.

Teaching and assessment

Some multimedia techniques will be used in teaching. Sessions will incorporate lectures, tutorials, webinars and podcasts, involving group work and self-directed study. Assessment includes coursework (e.g. essays, presentations, written or e-reports, e-portfolios) in addition to examinations.

How to get ahead in social media?

A recent guest lecture from the founder and senior staff at the Rabbit Agency provided DMU students with some valuable insights on social media career opportunities.|

Course modules

First year

You will gain a deep understanding of marketing and you will understand why digital and social media elements of marketing are so critical.

In particular, you will:   

  • Gain a thorough understanding of all functions (Marketing, HR,  Strategy, Finance) in business
  • Learn in detail about Social Media and apply basic tools
  • Have a rich understanding of Digital Marketing, its evolution and its importance in business 
  • Participate as a company in a marketing simulation game

Key Subjects such as: 

  • Principles of Marketing
  • Introduction to Entrepreneurship
  • Financial Decision-Making
  • Marketing Decision-Making
  • Understanding Organizations  
  • The Digital and Social Media Context of Business*

Second year

In Year Two, you will analyze develop interactive web campaigns and apply Digital and Social Media techniques 

Key learning includes: 

  • Analysing customer engagement  online with internet research tools
  • Applying Social Media Analysis in specific markets 
  • Undertaking a Direct Marketing Campaign that will include Web-based analysis and planning     
  • Applying Digital Marketing Tools (Search Metrics, Web Analytics, Customer Content Management) 
  • Planning and managing a website

Key Subjects such as:

  • Interactive and Direct Marketing
  • Customer Insight 
  • Brand Management OR
  • Advertising and Promotion 
  • Digital and Social Media Marketing*

PLUS 2 Electives form Options such as:

Web Planning and Design, Marketing Research, Developing Enterprise, and  Design of New Media Content.*

Third year

In Year Three you may undertake an optional Industry Placement. This is a paid placement within a marketing agency or business for one year.

Final year

This year focuses on how marketers can integrate Digital and Social Media into  marketing strategy. You will be able to create and develop your own ideas.

Shape your year:    

  • Design  and implement your own Digital Marketing Project 
  • Create and maintain your own e-Portfolio - useful for job search 
  • Plan and design an Interactive Marketing campaign
  • Develop your confidence in Social Media Analytics and the Design of  Social Media Content  

Key Subjects such as:  

  • E-Marketing
  • Interactive Marketing Campaign
  • Strategic Marketing Management 
  • Digital Marketing Project

PLUS 2 Electives from Options such as:     

  • Marketing of Services
  • Creative Action in Organizations
  • Customer Management
  • Advanced Digital Marketing Tools.

Further Technology and Media options will feature. 

Why not contact us directly via email at|
OR sign up for a Programme Taster Event in December 2011 or February 2012

*To Be Confirmed.    

Programme/Module Information Handbooks:

BA (Hons) Digital Marketing and Social Media|

Industry links and professional accreditation

See potential jobs in Social Media and Digital Marketing  

Go to|   From the web listing,  choose Marketing Jobs and then search for Digital Marketing positions.   

On this Degree, you will enhance your employability through Digital Enterprise events, which will involve talks, workshops and mentoring from leading companies or organizations in the East Midlands.

Optional paid placement year offers invaluable professional experience.
See| for further details.

You may gain exemptions from the Qualifications of the Institute of Direct Marketing professional body as part of your Degree.

Leicester Business School is also a Chartered Institute of Marketing (CIM) Accredited Study Centre

Demand for qualified digital marketers is outstripping supply  See 2011 marketing salary survey from recruitment specialists Michael Page which suggests digital marketing is an area where positions can command salaries well above the UK average.|

Fees and funding

UK/EU Fees:  £9,000

International Fees:  £10,750

Learn more about fees and funding information|


Hugh Aston Building

Officially opened in 2010, the Hugh Aston Building is home to the Faculty of Business and Law and includes a mock court room, a dedicated law library and high spec computer labs, all housed in a building that utilises the very latest green technologies.

How to apply

Applications for undergraduate courses from UK/EU applicants must go through UCAS, you can fill out an application form through their website|. If you do not have regular access to the internet or find it difficult to fill out applications online you can request an alternative format from UCAS either through their website or via the contact details below.

Customer Service Unit 
PO Box 28 
GL52 3LZ, UK
T: 0871 468 0 468    

Contact details

Faculty of Business and Law
Admissions Team
De Montfort University
Hugh Aston Building, 0.30
Leicester, LE1 9BH

Online enquiry form|
T:  +44 (0) 116 257 7458

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