Digital Marketing and Data Analytics BA (Hons)
Become an invaluable member of any digital team with the skills to understand and analyse data to inform strategy and creation.
This degree is ideal for those who wish to play an essential role in digital marketing or for those with an interest in considering how human behaviour is translated into data and how this can shape business thinking. Graduates will have opportunities within marketing, customer relationship management, pay-per-click advertisement, content development, e-commerce, digital advertisement, search engine optimisation, digital account management, web design, and social media management.
- UCAS Code – N111
- Location – York campus
- Duration – 3 years full-time | 4 years with placement year
- Start date – September 2020
- School – York Business School
Minimum Entry Requirements
96 UCAS Tariff points
3 GCSEs at grade C/4 (or equivalent) including English Language
UK and EU 2019-20 £9,250 per year
International 2019-20 £12,750 per year
York Business School
Our brand new Digital Marketing and Data Analytics course considers one of the most relevant parts of business today.
The digital revolution changed what marketing looks like. A sizeable portion of marketing is now done online or on mobile and handheld devices. The course will provide you with a broad understanding of digital marketing, focusing on understanding, evaluating and developing digital marketing strategy and tactics. Modules will focus on how different digital marketing tools and channels can be used to market products and services.
The course introduces you to contemporary marketing theory and practice, emphasising business-based data analysis as central to marketing practice to provide a comprehensive knowledge and skills in Digital Marketing. It focuses on the knowledge and skills you’ll need to be successful in modern marketing and you’ll build a portfolio of materials to present to future employers including web content, video content, profile infographics, customer journey maps, campaign proposals and analytics.
You will learn about business intelligence, consumer behaviour, branding, customer relationships and digital consumer trends, integrated digital marketing communications, web design and analytics and social media marketing and analytics.
The degree will enable you to think analytically, strategically and ethically through a series of modules around data analytics and how it's reshaping business concepts, managerial decision making and marketing.
Practising Responsible Business Behaviours
This module examines the nature of business enterprise and its relationship with wider society, seeking answers to the question: what does it mean for businesses to behave responsibly? There is an ongoing debate regarding this question, with answers ranging from ‘just maximize shareholder value’ to ‘consider everyone who is affected, including unborn future generations’, with many variations in between. In this ongoing debate, we encounter ideas regarding, for example, stakeholder theory, the triple bottom line, corporate social responsibility, business ethics, the role of the state or of supra-national organizations, and so on. This module aligns well with the mission of the PRME (Principles for Responsible Management Education) (PRME) initiative to inspire and champion responsible management education. The challenge in this module of applying ideas from a complex ongoing debate to contemporary business and societal issues will support students in the development of both academic and employability skills.
Principles of Marketing
The aim of this module is to provide students with the knowledge of the theory and operations related to marketing. The ability to recognise and meet customer needs is an important factor in the success of organisations, whether they be in the public, private or voluntary sector. This module provides an understanding of how organisations can identify and address the needs of internal and external stakeholder. It also provides an introduction to specific marketing concepts like the marketing mix. Students will be exposed to the wider understanding of the definition of marketing, the role of marketing, its functions and different concepts which can aid a marketing practitioner with a focus on the application and adaptation of the marketing theory.
Creative Approaches to Services Marketing
The service sector is the largest contributor to UK’s economy, with around 80% of the country’s GDP coming from services. Learning how to market services in a service economy should thus be evidently relevant. Marketing services is different from marketing products, as services are intangible, difficult to store, vary in quality and pose additional challenges for marketers. This module will show how services can be marketed. It will build upon the principles of marketing to explain the components of the marketing mix that are unique to services (people, process and physical evidence) as well as expand students’ knowledge of how the elements of the traditional marketing mix can be applied to services. The module will give students the basics of service marketing and management theory and encourage students to apply these to real-life situations that befall service companies.
Business analytics and the Blockchain
The aim of this module is to give you a practical grounding in the skills and techniques necessary to conduct data analytics and anticipate the effects of the blockchain on both short- and long-term strategy. The module introduces the blockchain and the scope of the blockchain industry. Basic statistical models are introduced in this module. As future business leaders, students will learn to understand blockchain, explore blockchain trends, investigate the market disruptions caused by technology and the impact of blockchain in industries worldwide. The module is designed to get you over the basic hurdles you will face when beginning to learn the data analytics and management techniques, and will cover some of the basic tasks that you face as a data analyst and will put you in a position to extend your knowledge of applying your analytical techniques.
Website Craft and Creation
This module contributes to the knowledge base of students in relation to relevant technique skills needed for this programme. It aims to provide an opportunity for students to learn how to develop the front end web-authoring skills. This module builds foundations for a year two module consumer behaviour and a final year module eCRM and web analytics.
Developing Analysis Techniques
Mathematical and statistical skills are essential for various academic programmes. This module introduces essential quantitative methods for modelling and analysing financial data. In addition, statistics and probability concepts will be discussed and applied to various events. These theories will then be used to analyse practical situations and contribute to obtain necessary information for problem solving.
Consumer Behaviour and Consumer Trends
Marketing is a key business function. Central to this is an in depth understanding of how customer desires and decision processes, (consumer behaviour), affect why and how purchases are made. This module introduces students to the complexities of consumer behaviour by analysing and evaluating the impact of the nature and scope of consumer and business buyer behaviour on marketing decisions. The psychology of the decision making processes are studied and the implications for marketers are analysed giving an insight into how to market goods more effectively. Many argue that this is the most interesting of Marketing modules due to the scrutiny of the student’s own psychological motivations.
Research Methods for Marketers
Organisations frequently require both an understanding of how and why data is acquired, and an ability to collect, analyse and interpret it. These skills are also important if students wish to progress to postgraduate study or careers in consultancy services. This module considers the use of quantitative and qualitative research methods in subject contexts and allows students to develop skills in the collection, analysis and reporting of relevant data. In addition, this module will develop students’ project planning and management skills as a tool to manage the research process.
Marketing through Digital Activity
The digital revolution changed what marketing looks like. A sizeable portion of marketing is now done online or on mobile and handheld devices. This module provides a broad understanding of digital marketing. It will focus on understanding, evaluating and developing digital marketing strategy and tactics. In particular, the module will help students develop an understanding of how different digital marketing tools and channels can be used to market products and services. The module will cover such subjects as website marketing and usability, search engine optimisation, display and search advertising, online PR and blogging, introduction to social media and content, email marketing and mobile marketing.
Professional Placement: The overarching rationale for this module is for students to begin to understand and begin plan towards their own personal transition from university into the workplace. The module will provide the student with a vocational opportunity aimed at enhancing their future work readiness. It is designed to develop skills, knowledge and understanding in a range of career-related personal, professional and key skill areas. The module specifically engages with issues such as career decision making, the recruitment cycle applying for jobs, sourcing and embarking on a placement or a group or individual project, CV writing and action planning. Or
Business, Creativity and Opportunism Skills for the Workplace of Today
This module explores the fundamentals of entrepreneurship and intrapreneurship and the behaviour and skills required to 'think out of the box' to identify and pursue opportunities. You will establish what the behaviours and skills are of an entrepreneur, define creativity and innovation, as well as ask why they are so important to entrepreneurs. We will explore idea generation and evaluation techniques and learn how to recognise enterprise opportunities.
The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice. You will be able to choose between a traditional dissertation, an organisation-based project, a business research project and a business creation project.
- Dissertation: The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.
- Business Research Project: The aim of this module is to facilitate and express independent enquiry on a small-scale substantial piece of individual self-directed research work. This module provides students with the opportunity to conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in a written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.
- Consultancy Project: The aim of the consultancy project is to give students the opportunity to combine an investigation into an authentic challenging business project with an in-depth research-based report. This offers links with potential employers and demonstrates an understanding of the application of business principles in a real-world situation. Students will develop their research skills alongside techniques of reporting back on findings.
- Business Creation Project: The aim of the Business creation Project is to support entrepreneurial students in their professional development as the business founders of the future. The module is intended to allow students to develop a full business proposal and plan which will be supported by primary and secondary research. This module will involve students in a demanding process of personal and professional developed, leading to an integrated and critically aware understanding of business creation from a pioneering industry and academic perspective.
Utilising E-CRM and web analytics
This module aims to provide students with the knowledge and understanding of managing customer relationships strategically using CRM system, as well as key concepts of web analytics in digital marketing. This module is feeding from year two modules such as Strategic marketing planning, and consumer behaviour. It helps extend and strengthen knowledge and understanding in digital marketing landscape, in particular in relation to using technology to establish, main and develop customer relationships, as well as understand online customer behaviour. It also works in conjunction with other final year modules such as Business intelligence and Contemporary issues in digital era to help students develop skills and abilities in specific areas in digital marketing & data analytics.
Social Media, Content and Branding
Social media are both exciting and terrifying for marketers. The world of constant, real-time connectivity has created new, game-changing opportunities, such as engaging content marketing, as well as privacy and reputation threats not seen before. Studying social media, content marketing and how they can be used to enhance brand equity is thus essential for 21-century marketers. This module provides a broad understanding of social media marketing, content marketing and the essentials of branding. Within this module, students will explore the different social media platforms, the social media audit, how to create persuasive and engaging content, how to build strong brands and how to measure social media, content marketing and branding success. As the nature of the module is quite applied, the module is not well suited for those who have no prior knowledge of marketing principles or the basics of digital marketing.
This module gives an overview of how business intelligence technologies can support decision making across different business sectors. Business Intelligence technologies have had a profound impact on corporate strategy, performance, and competitiveness and this concept broadly encompass decision support systems, business intelligence systems, and visual analytics. This module is organized around the business intelligence concepts, tools, and applications for creating visualizations and dashboards, and for business performance management and mainly descriptive analytics. During this module, students learn to analyse new demands in Business Intelligence and apply new/emerging technologies in the management of data and information resources that affect the decision making process and accuracy for managers. They also are expected to undertake the literature research necessary for in–depth study and to initiate and complete a major piece of individual study independently in a research or work–based environment related to Business Intelligence.
Technologies for the Data Driven Age
This module develops students’ problem solving skills through the medium of programming. The skill of decomposition shows how to break down problems into smaller parts. Writing algorithms supports the development of planning the steps needed to complete the work while planning how to deliver the project helps to develop time management. These skills are all transferable to other problem solving scenarios. As a vehicle for this skill development students will devise, plan and code a project.
Creating Effective Information Systems
This module extends the students’ understanding of data storage and manipulation through work with simple databases. They will learn to model information systems and through comparing the functionality and purpose of different types of database, the ease of creation and use and the ability to interrogate data will gain an understanding of data storage and manipulation. Students will work to develop their own database and through this understand the problems inherent in developing database solutions making them better able to project plan future implementations in their future careers.
Global and Cross-Cultural Marketing
The purpose of this module is to provide students with detailed knowledge and awareness of marketing theory and operations at an international level. An understanding of international marketing is particularly important in bringing together a number of important contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of international operations. This module develops knowledge and understanding of the international context of marketing and particular issues that affect marketing decision-making and planning at this level. Students will be exposed to the complexities and modalities of international marketing practice by analysing product development and market entry strategies in a number of international contexts. Students will also be introduced to the operational issues relating to marketing across national and world-regional boundaries and the challenges of operating across different cultures. Or
Technological Issues in the Digital Era
This module investigates several contemporary issues in the rapidly changing information technology environment, and it helps students to appreciate the central importance of technology in the development of business organisations, industrial sectors, and national economies. The rapid evolution of information technology capabilities as disruptive innovation, which plays an essential role as an enabler for businesses, makes it crucial field to be aware about, especially for businesses and managers. Following the study of this module, students will understand the role of the emerging technologies in business, society and industry. It has a practical focus, grounded in real life examples/case studies. Students will become familiar with a range of important applications of IT in business including E-Commerce, Managing Knowledge, Enterprise Applications, Business Analytics, Internet of Things, FinTech as well as issues such as IT Security Management and IT Governance.
Teaching & assessment
All modules are delivered utilising a range of teaching, learning and assessment strategies including lectures, seminars, guest speakers, tutorials, workshops and a range of events and learning activities. You are supported initially in the use of guided learning strategies in Level 1 developing towards autonomous, well-judged use of collaborative and independent learning strategies in Levels 2 and 3.
Throughout the programme, you will be introduced to a range of different teaching and learning strategies. For example, in Level 1 you will gain a solid grounding and understanding of the digital marketing and data analytics industry today and looking at innovative developments such as blockchain technology and its applications. At Level 2 there will be evidence of practice based learning in which you will be expected to engage in practical based activities while also developing skills in managing digital and data driven projects. Finally, at Level 3 you will demonstrate your skills through practice and enquiry-based learning giving you the opportunity to develop creative and innovative solutions to problems in the digital age of marketing.
42 hours contact time per module
As a university student, there is an expectation that you will develop from being a dependent learner to being an independent one. This means you are expected to undertake self-study and group learning. In year one you will be provided with guidance to progress your learning and self-development. By the time you get to year 3, it is hoped you will have developed greater autonomy and independence.
The academic staff who deliver the BA (Hons) Digital Marketing and Data Analytics programme bring a wealth of professional experience from the digital work to York Business School. You will be taught by academic and industry experts who worked for global organisations. Your teaching staff also have many years of practical management and strategic work experience in the Not-for-profit organisations have served as trustee/director for housing associations, such as Housing 21, social arts organisations, such as Arts Care Gofal Celf, and York CAB. The team have research profiles and you will be provided with the opportunity to join them in their research through our ‘Students as Researchers’ scheme. The course will also be supported the course at every level through professional accreditation, guest lectures, live projects work and internships and placements.
The minimum entry requirements for this course are:
96 UCAS Tariff points
3 GCSEs at grade C/4 or above (or equiavalent) including English Language
As well as a strong standard of written English, we also look for an interest and enthusiasm for the subject. This can be done in a variety of ways, either from an academic viewpoint, for example studying a business related A Level, or through relevant work experience or placements.
Candidates can demonstrate a real enthusiasm for the subject that goes beyond achieving good grades in exams. Examples of this include:
- Career plans
- Attending workshops or seminars related to the chosen subject area
- Showing leadership and teamwork skills through project work or awards such as the Duke of Edinburgh or sports teams, theatre groups etc.
- Experience of work
- Candidates may also look to undertake professional qualifications such as accounting qualifications or CIPD
Terms and conditions
Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.