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BA (Hons) - Business Management (Digital Marketing)

In a world laced with uncertainty and complexity, we encourage you to observe the opportunities that others may not see. Consumer behaviour demonstrates the power of marketing and its ability to shape how we view the world.

On our business management (digital marketing) degree, we facilitate a journey that allows you to understand and construct what society will look like in the future. It is through this lens that will you be able to be world-leading in your skills development and implementation.

Marketing places itself as the central loci from which a business can thrive. If creativity, combined with psychology and sociology, is something that ignites your soul, then this is the business course for you.

We encourage you to ‘Carpe momentum’

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Accredited by:

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The Chartered Institute of Marketing

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Course Overview

Accredited by the leading professional marketing body, the Chartered Institute of Marketing (CIM), this course combines strategic business management with a specialisation in digital marketing. This degree will provide you with the practical skills and knowledge of contemporary marketing practices to allow you to deal with these changes, including marketing strategy, marketing research methods, and digital marketing.

You will consider marketing across a range of business contexts including consumer, industrial, service and not-for-profit sectors.

The Cumbria Business School places its priority on ‘lived experiences’. This philosophy shapes our approach to teaching and Learning. With excellent guest speakers, passionate and dedicated lecturers, unique field trips, and purposeful European residentials, we offer you an unmatched, breathtaking opportunity. We welcome you to ‘Aspiremus Efficiamus’

On this course you will...

  • Learn from professional, passionate, and dedicated academics who use your interests to shape the delivery of academic sessions.
  • Have the opportunity to be part of a dedicated business society focused on offering enhancement experiences with a view to developing your 'becoming'.
  • Enhance your career prospects. Our strong links with the industry mean that rigorous undergraduate academic study is combined with a real practical focus, leading to excellent job opportunities.
  • Study at a university with the highest ratio of contact time per student from academic tutors from all Universities in the northwest of England.
  • Be able to gain industry-recognised qualifications at an accelerated pace, including the CIM Certificate in Professional Marketing - this course is accredited by the Chartered Institute of Marketing.
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Working with

  • Booths
  • BAE Systems
  • NHS Leadership Academy
  • Pfizer
  • Jacobs
  • Research and Innovation
  • Rolls Royce

Course Structure

What you will learn

Our degrees offer the opportunity to participate in optional modules that will contribute towards final classification.

Year one

Compulsory modules in your first year will give you a broad foundation in both subjects. The primary objective of your first year will be to develop an understanding of yourself and an understanding of others. Through achieving this objective, are you able to develop a critical understanding of business-related concepts in a useful context. You’ll gain an understanding of basic accounting practices (with exemptions for ACCA) and also be introduced to the basic concepts and techniques used in marketing.

  • Understanding Self and Others
  • Exploring Business Contexts
  • Measuring What Matters
  • Fundamentals of Business
  • Principles of Marketing
  • Leading Teams and Managing Others
Year two

During your second year, the concept of leadership and management are introduced. Your previous work on understanding yourself and others will enable you to deconstruct management theory and develop new systems of thinking.

You will be introduced to Sustainability and will explore the complex ecosystem of business and its interdependency of departments. On the marketing side, you’ll gain an in-depth understanding of digital marketing, how this is measured, and the techniques used in marketing research.

  • Human Resource Management Theory and Practice
  • Environmental, Social and Governance Issues in Organisations
  • Applying Strategic Analysis
  • Services Marketing and Customer Experience
  • Managing Operations
  • Digital Communications and Content Marketing
Year three

Your third year of study is the opportunity to share your brand. This is the space of confirming your position in the world of Business, the starting point of your legacy.

Here, you will develop your marketing skills by studying marketing strategy, promotional management, and the challenges and opportunities in international marketing. You will also complete a dissertation, an independently researched project that you submit in your final year, allowing you to apply your research and analysis skills to a management or marketing topic of your choice.

  • Coaching, Mentoring and Empowering
  • Career Management
  • Global to Local Business Futures
  • Applied Digital Marketing
  • Capstone Project
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  • Location

    Carlisle - Fusehill Street Campus

    The Fusehill Street campus has been the setting of life-saving treatments since World War I. Now, it's home to world changers, life-savers, crime fighters, and entrepreneurs with access to high-quality facilities and innovative thinking.

    Find out more

  • Location

    Lancaster Campus

    Lancaster is the Red Rose heartland, a student haven full of history and culture. With iconic stone architecture, parkland, and a caring community, this is the place to get involved. The campus houses top-quality facilities tailored to the needs of life-savers, world changers, and future leaders.

    Find out more

Find out more about studying with us

Attend an Open Day at Cumbria

An Open Day is your opportunity to explore one of 5 campuses, meet your lecturers, and find out how the University of Cumbria could become your new home.

Take the next step towards achieving your dreams.
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