BA (Hons) Marketing Bachelor's degree at University College Birmingham

Learn foundational principles of content production and visual communication techniques. Gain practical experience using content production applications to create promotional material for digital platforms.

Learn how to make and justify marketing decisions. Study market segmentation and marketing tactics within differing types of organisations. Understand customer orientation and satisfying customer needs in a competitive environment.

Explores the fundamental role of artificial intelligence in marketing, focusing on how AI applications transform customer engagement, campaign effectiveness, and personalisation strategies. Learn AI concepts, discover popular AI tools in marketing, and understand how data can drive smarter decision-making.

Learn how to identify, target, and communicate with specific consumer groups. Develop skills in consumer research, market segmentation, and creating consumer personas. Explore Integrated Marketing Communications and how different types of content establish emotional connections with consumers. Reflect on ethical and legal factors influencing marketing.

Understand the complex and ever-changing marketing environment. Learn about diverse factors in internal and external environments that impact marketing decisions. Use the marketing audit technique to analyse the marketing environment and identify key issues likely to impact marketing policies.

Develop understanding of social media's role in shaping public opinion, brand perceptions, and consumer behaviour. Gain critical insight into digital influence strategies across social platforms. Covers building authentic digital relationships and provides practical skills for campaign planning, content creation, and influence measurement.

Explores contemporary digital marketing and its relationship with politics, culture and society. Examine current and emerging trends to develop awareness of the evolving nature of the industry. Focus on the need for sustainable and ethical marketing in the current climate.

Develop understanding of consumer behaviour and its impact on marketing decisions undertaken by organisations. Builds on marketing modules completed at Level 4 of the programme and complements the international and strategic perspective characteristic of final year modules.

Explore the nature and scope of marketing research, including where and how marketing research fits with other aspects of marketing management. Equips you with skills to undertake research and focuses on the practical application of the research process and presentation of research findings.

Comprehensive introduction to search engine optimisation, including essential techniques for enhancing website visibility and achieving higher search engine rankings. Covers on-page and off-page SEO and latest developments in search technology. Learn keyword research, content optimisation, and SEO effectiveness assessment. Explore Social SEO and Generative Engine Optimisation.

Learn how to effectively plan, execute, and manage the strategic and operational aspects of a digital marketing campaign. Explore how to select the right tactics, channels, and tools for engaging digital consumers and achieving business goals. Reflect on and critically analyse the impact of digital technologies and trends, and implications of digital ethics and regulatory policies on campaign execution.

Learn the theoretical and practical knowledge required to build an e-commerce platform and design optimised customer journeys. Understand how to build a powerful online presence and delight customers.

All about managing sales including the setting of targets, tracking performance and ensuring customer satisfaction. Gain understanding of the role of sales teams within different organisations and different types of buyers. Explore sales from an international scope and theoretical perspectives of buying and selling.

An increasingly important part of any content strategy covering a wide range of digital products and services. Develop creative practice in interactive media (making games, interactive film, digital storytelling or any other medium) in a guided interactive media project of your own devising.