BA (Hons) Advertising & Digital Marketing Bachelor's degree at Northampton

The purpose of this module is to introduce the concept of marketing to students. To explain what marketing is and to show the way in which marketing impacts on organisations, customers and other stakeholders. The idea of 'creating value' is central to a marketing orientation and this module seeks to explain what this means in a rapidly changing external environment.

The purpose of this module is to provide students with an opportunity to explore current and emerging practices in marketing communications across a range of industries and sectors.

The purpose of this module is to provide an opportunity for students to learn about a variety of advertising media such as Television, Radio and Out of Home and develop an understanding of the key concepts around media selection, audiences and buying. Students will go on to experience the challenge of creating a campaign, with particular focus on the creative thinking and project management, essential for an advertising environment.

This module provides students with a foundation in digital marketing. Students will explore the promotional and brand-community aspects of the discipline via social media platforms and promotional content. They will also develop the skills and knowledge to develop plans, going on to create a digital marketing campaign, selecting the right combination of tools to achieve specific, commercial objectives.

The purpose of this module is to provide an overview of the importance of consumer behaviour and the relationship between understanding consumers and its impact on business. This module will focus on understanding the basis for consumer behaviour, and the importance to marketers in understanding the factors that affect it, including psychological, personal, social and technological factors.

In this module students will develop practical real-life skills required by professional marketers. There is a strong focus on market research, business environment, communication skills, creativity, academic and professional integrity. Students will also develop numeracy skills required of a marketing professional and apply relevant tools and techniques in a marketing context.

This module will review the customer journey in a fragmented media and device environment, and will examine the new role of the customer in a world where customers can communicate with brands and other customers. We will explore ecommerce and review essential evaluation methods and tools. This module will also provide students with the opportunity to experiment with digital marketing tools to improve their employability. Drawing on scholarly research, as well as current business practice, we wil

The purpose of this module is to develop an understanding of Integrated Marketing Communications theory, and the scope of the integrated communication process in practice as both a philosophy and as a process model. More specifically, the module outlines an outside-in approach that is important to understand and appreciate the context of communication to consumers and stakeholders. It examines methods for creating an insightful overview of the target audience both internally and externally, and

This module will focus on developing students' commercial awareness within the context of the creative industries through the use of academic and practioner sources. Students will be provided with the opportunity to evaluate the interface between academic sources and application in practice, through research and networking activities.

The purpose of this module is to focus on the process of campaign planning and execution for an Advertising / Marketing Communications application. This will involve undertaking 'problem-based' projects and selecting messages, tools and media appropriate for an effective campaign. Students will experience managing the communications project from concept to content production.

The purpose of this module is to explore the concepts and practice of branding and strategic brand management by providing a framework for comprehensive analysis and reflection.

The purpose of this module is to explore a range of PR management tools and techniques across the exciting and diverse PR industry. Students will learn about the function of PR as part of integrated marketing communications, as well as examining the role of PR within crisis management, event management, the not-for-profit sector, public affairs, and internal and external communications.

The purpose of this module is to enable students to develop a detailed understanding of the way in which research informs a range of key marketing decisions. Students will explore the concepts and practice of marketing research, developing both a methodological understanding and the practical skills required to locate, gather, interpret and apply relevant data to marketing problems and to gain marketing insight

This module explores AI's transformative impact on digital marketing. It covers AI concepts, machine learning for analysis and prediction, and generative AI for content creation. Ethical, legal, and operational implications, including bias and privacy, are examined. Students gain practical experience with generative AI tools while upholding ethical standards.

This module empowers students to become digital marketers with a strong understanding of the opportunities inherent in social media and influencer marketing. It cultivates a mindset of creative problem-solving and agile decision-making, enabling learners to harness digital platforms to build authentic brand engagement and forge impactful influencer partnerships to deliver on business objectives.

This module explores current trends and challenges in advertising, with a view to developing a point of view on key issues and a working understanding of the regulations and codes of conduct governing the industry. Topics such as stereotyping, sustainability, consumer power and ethics will be tackled from both a consumer and an industry perspective.

Students will learn how to formulate, implement, and manage client based integrated advertising and brand communication projects. Students will create an integrated marketing communications plan that responds appropriately to an external agency client brief and is of an industry standard.

The purpose of this module is to focus on the development and building of professionally relevant content on a variety of platforms which will enable the student to develop skills in real time, relevant marketing communications and content creation. The creation of content will be linked to relevant academic theory in communication and visual language which will underpin the student's choices.

To remain competitive in today's digital world, businesses need to move fast. Digital entrepreneurship module will focus on issues related to creating and doing business in the Digital Era. Main emphasis of the module is on practical aspects of digital entrepreneurship, including digital entrepreneurship skills, tools, practices and processes.

This module will cover issues relating to consumer behaviour in the globalised marketplace that defines the world today. Issues that will be covered will include the emergence of a consumer culture, the 'cult of consumerism' and its effects on the planet. Topics including the ecological footprint of co