BA (Hons) Digital Marketing and Social Media with Integrated Foundation Year Bachelor's degree at University for the Creative Arts

You will be introduced to key marketing concepts, theories, and models used in contemporary marketing and communications. You will explore the role of marketing within organisations, develop an understanding of audience research and insight generation, and examine how marketing strategies support business goals. The module develops analytical and creative approaches, incorporating research methods, digital communication, and industry-relevant outputs.

This module supports the development of essential creative, technical and digital skills aligned to professional standards needed across the course. This module introduces social media as a strategic and creative marketing tool. You will explore how campaigns are researched, planned, and delivered across social media platforms, developing professionally aligned skills in concept development, content creation, scheduling, and audience engagement. Ethical, sustainable, and inclusive approaches to

This module places the consumer at the centre of the digital marketing process. You will explore social, cultural, and psychological factors that influence consumer behaviour and decision-making, examining how audiences interact with brands, content, and platforms. The module develops skills in audience research, insight generation, and interpretation, supporting the development of effective and responsible marketing communications.

Acting in the role of an emerging digital marketing professional, you will respond to a live or simulated industry brief. You will engage in professional practices such as client meetings, presentations, and pitching, applying research, insight, and creative development skills in a digital marketing context. This module serves as the capstone for the year, drawing together learning from across the year.

In this module you will explore how digital brand content is researched, planned, and produced across platforms. You will develop skills in content planning, copywriting, visual storytelling, and media production, supported by an understanding of platforms, channels, and audience behaviours. Emerging technologies and AI- informed tools are introduced as part of contemporary digital marketing practice.

This module focuses on the strategic planning and delivery of digital marketing campaigns across multiple platforms and channels. You will examine how content is adapted for different platforms, audiences, and contexts, developing an understanding of platform affordances, performance, and optimisation. The module emphasises strategic thinking, coordination, and professional workflows.

In this module you will focus on the role of storytelling and narrative in shaping meaning, engagement, and persuasion within digital marketing contexts. You will explore narrative structures, audience interpretation, and storytelling techniques across digital platforms, applying these insights to develop conceptually strong and culturally aware digital marketing outputs.

This module examines how branding and digital marketing strategies are shaped by data, analytics, and emerging technologies. You will explore how brands use data to understand audiences, inform marketing decisions, and optimise communication across channels. The module develops strategic thinking alongside practical skills in digital marketing tools, data interpretation, and professional visibility.

You will examine constant change in business by exploring innovation and entrepreneurial practice. It focuses on understanding barriers, evaluating challenges and opportunities, and developing original solutions for future-focused decision-making across various business contexts, including post-consumption and product lifecycles.

In this module you are encouraged you to engage with emerging trends, global industry shifts, and future-facing practices within fashion, media, and creative industries. You will explore sustainability, innovation, technology, and evolving professional roles, using this insight to support the development of your Major Project.

In your final module, you will produce an independent body of work that demonstrates your creative, strategic, and critical capabilities. Your Major Project allows you to define a specialist direction aligned with your interests and career ambitions, supported by research, professional context, and reflective practice. Outcomes may be creative, entrepreneurial, or research-led, preparing you for graduate employment, further study, or self-directed professional pathways.