The BSc (Hons) Digital Marketing & Strategy equips you with the essential marketing foundations and cutting edge digital skills to become a future focused marketing leader. Over three years, you’ll master SEO, PPC, social media, content creation, analytics, and UX best practices—learning to harness data, craft compelling campaigns, and optimize user experiences across channels. You’ll explore how behavioral insights and emerging technologies (AI, AR/VR, voice, IoT, blockchain) shape the modern buyer’s journey, all while building a professional portfolio through hands on projects, industry certifications (Google Analytics, Google Ads, HubSpot), and a real world capstone consultancy. In your final year, an 8–12-week internship and global strategy modules prepare you to lead ethical, data driven campaigns in any market. By graduation, you’ll be ready to launch a dynamic career as a digital marketing specialist, strategist, or leader—confident, experienced, and in demand.
By the end of the BSc (Hons) Digital Marketing & Strategy, graduates will be able to:
- Apply core marketing principles and digital first strategies to design, execute, and measure high impact campaigns.
- Analyze consumer behavior and market research data to inform data driven decisions and optimize performance across channels.
- Develop, implement, and refine SEO, PPC, social media, content marketing, and influencer partnerships to drive brand growth.
- Leverage UX best practices, conversion rate optimization, and analytics tools to enhance user experience and maximize ROI.
- Integrate emerging technologies (AI, AR/VR, voice, IoT, blockchain) into marketing initiatives while upholding legal, ethical, and data privacy standards.
- Demonstrate leadership and project management skills by guiding teams, managing budgets, and overseeing cross functional campaigns.
- Craft global marketing strategies that adapt to cultural nuances, localization requirements, and international platform trends.
- Synthesize learning in a real world capstone consultancy project and through an industry internship, building a professional portfolio that showcases strategic thinking and practical expertise.
Successful completion of Higher Secondary Education
OR
Attainment of a Level 4 qualification in a related field
OR
Attainment of a Level 4 Foundation Study Program approved for the specific
program
Completion of a Level 4 qualification (unrelated), and successful completion of an
MQA approved University Preparation Program
OR
20 years old, completion of secondary school, 2 years of relevant work experience,
and successful completion of an MQA approved University Preparation Program
Semester 1
Principles of Marketing
Focus: Core marketing concepts including market segmentation, the 4Ps, consumer decision journeys, and the foundation for all future modules.
Digital Marketing Fundamentals
Focus: An overview of the digital marketing landscape, key online channels, consumer trends, and data-driven decision-making.
Consumer Behaviour in a Digital World
Focus: Psychological and behavioral insights, the digital buyer’s journey, and basic market research techniques to understand consumer preferences.
Business in Digital Era
Focus: Examination of digital business models, e-commerce, digital disruption, and strategies for digital transformation in traditional businesses.
Semester 2
Data Analysis for Marketing
Focus: Fundamental statistical concepts, spreadsheet skills, data visualization techniques, and the use of analytics tools for marketing insights.
Content Creation & Design Basics
Focus: Writing for the web, graphic design fundamentals, introductory video production, and storytelling techniques for effective brand messaging.
Professional Communication & Collaboration
Focus: Business writing, presentation skills, team collaboration, and intercultural communication to support professional interactions and digital marketing projects.
Social Media & Influencer Marketing
Focus: Social media strategy development, engagement tactics, influencer partnerships, and methods for measuring campaign success across various platforms.
Semester 3
Search Engine Optimization (SEO)
Focus: Keyword research, on-page and technical SEO, link-building strategies, and optimizing for search intent to improve organic visibility.
Digital Advertising & PPC
Focus: Fundamentals of paid digital advertising including Google Ads/PPC, display advertising, social media paid ads, ad bidding strategies, and campaign management.
Content Marketing & Inbound Strategy
Focus: Planning and executing content calendars, blogging, email marketing, CRM integration, and marketing automation to attract and nurture leads.
Marketing Analytics & Performance Management
Focus: Web analytics, campaign tracking, conversion metrics, attribution modeling, and performance analysis to measure the effectiveness of digital marketing efforts.
Semester 4
Marketing Research & Consumer Insights
Focus: Research design, data collection techniques, survey design, focus groups, and statistical analysis.
User Experience (UX) & Conversion Optimization
Focus: UX principles, A/B testing, web usability, page speed, heatmaps, and behavioral analytics.
Brand Management & Integrated Communications
Focus: Brand Identity, reputation management, integrated marketing communications, and PR strategies.
Industry Internship
Focus: 8-12 week supervised internship in a digital marketing role, with hands-on experience and report submission.
Semester 5
Strategic Digital Marketing & Planning
Focus: Multi-channel strategy development, campaign planning, budgeting, KPI setting, and high-level marketing strategy.
Digital Transformation & Emerging Technologies
Focus: AR/VR, voice search, IoT, blockchain applications in advertising, and business model innovations.
Artificial Intelligence & Marketing Automation
Focus: AI-driven content creation, predictive analytics, chatbots, programmatic advertising, and marketing automation.
Digital Marketing Law & Ethics
Focus: GDPR, data privacy, copyright, influencer marketing guidelines, ethical marketing, and compliance considerations.
Semester 6
Leadership & Project Management
Focus: Agile marketing, team leadership, stakeholder management, budgeting, and campaign execution.
Global Digital Marketing
Focus: International marketing strategies, localization, multilingual SEO, cultural adaptation, and regional platform differences.
Capstone Project
Focus: Consulting for a real client or developing a comprehensive digital strategy, integrating all learned concepts.
Please refer to the fee structure for your intake.