Digital Marketer Degree Apprenticeship BSc (Hons)

Work-based, part-time, degree apprenticeship undergraduate (4 years)

Blended learning, Cambridge

September, January

This course is delivered through blended learning: online through Canvas, our Learning Management System; work-based study; and attendance at workshops.


Develop practical skills and knowledge in digital marketing, underpinned by business and marketing principles. Ideal for apprentices working in SMEs and larger organisations, our course will equip you to respond to ever-changing digital challenges and innovations, and seize opportunities in globally competitive markets.

Find out more about teaching options and studying during COVID-19 in the Entry requirements section, below.

Full description
I find the course relevant and up-to-date in terms of learning about current best practices in digital marketing. I find myself reflecting on my experience in marketing, and how I can apply the frameworks and strategies to my current role.
Kathy Miller
Student, BSc (Hons) Digital Marketing


When you graduate, you'll be ready to take on the role of digital marketer, or any one of the typical job titles outlined in the Degree Apprenticeship Standard.

You may also wish to consider progressing to postgraduate study with our MSc Marketing.

Modules & assessment

  • Understanding Work-Based Learning
    Provides skills essential for success on this course, being both preparatory and supportive, to build a strong foundation for the development of academic and professional skills.
  • Principles of Marketing
    A foundation in the core theories and models of marketing, from a bottom-up perspective, including how marketing operates as a key functional area within business and how it critically interacts with other areas such as accountancy, human resource management and business management, as well as how to analyse and evaluate alternative approaches in the use of the marketing mix.
  • Marketing Communications
    This module is designed to provide an overall understanding of marketing communications and the tools and techniques used, including internet Marketing and E-commerce, advertising, sales promotions, public relations, publicity, personal selling, sponsorship, packaging, merchandising and exhibitions. How and why is each tool used? What are the advantages and disadvantages of each? How do the tools interact with the other elements of the marketing mix and how they must all integrate to achieve eventual synergy?
  • Introduction to Digital Marketing and Campaign Planning
    This module introduces you to the importance of the ever-evolving, dynamic digital landscape, and understanding how to develop skills to improve digital marketing effectiveness. You will develop an awareness of the nature of the challenges and opportunities within the digital environment, the skills and tools required to support and enhance marketing activities, and the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance. You will then be equipped to look at integrated campaign planning (online and offline), strategy and creativity, and promotional media in a digital age within a framework of appropriate ethical considerations and regulations.
  • Introduction to Organisations and Management
    Management in practice comes down to supporting people to work effectively in different organisational contexts. This module aims to develop your ability to analyse the human side of management, and diagnose problems affecting performance and organisational effectiveness.
  • Understanding Consumers and the Customer Journey
    Understanding what people need and want and ensuring it is available at the right price, the right time and through the right channel is the core principle of marketing. This module examines consumer behaviour theory within a contemporary perspective, looking at the psychological and sociological drivers that influence behaviour and how this affects integrated marketing communications (both online and offline). Managing customer relationships, improving customer service, and understanding the barriers to purchase through the customer journey will also be explored.
  • Data and Analytics for the Digital Marketer
    Digital marketing offers the opportunity for more precise setting of goals and objectives and a greater ability to track, measure, improve and control campaign activity, as part of an iterative cycle of reflection and learning. This module examines the importance of managing digital marketing data for effective decision-making. It provides an understanding of how a range of measurement techniques, data sources and analytical tools can provide insight and value to the marketing team.
  • B2B Marketing
    In recognition that a greater percentage of businesses sell to other businesses than sell to consumers, this module is designed to give the student an insight into the specific issues involved in strategic business-to-business (B2B) marketing, whilst also complimenting any studies into small business issues.
  • International Marketing
    The increased access to new markets across the world means that both opportunities and threats face marketers in the global context. Overcoming cultural issues remains a key challenge, along with the ability to communicate effectively to perhaps a very different target audience. The module examines a range of case examples and international market entry strategies, beginning with an assessment of the impact of culture on international marketing.
  • Developing Content for Campaigns
    The success or failure of a digital campaign is not solely reliant on understanding the principles of campaign planning, the tools with which to measure associated metrics, or the attitudes and likely behaviours of the targeted customer: content is king. Here, the principles of content curation, creation, atomisation and planning will be covered providing both a theoretical and a practical, applied understanding of this critical element of digital marketing.
  • Project Management
    Project management is a key skill for a Digital Marketer. Building on the planning skills developed in the previous module ‘Introduction to Campaign Planning’, this module focuses on developing your skills in managing marketing projects.
  • Strategic Brand Management
    Brands are very important to consumers and firms. In this module students will learn about how to manage these valuable assets, as well as the naming of new products and brand extensions. The concept of brand equity will be developed and explored using the work of leading marketing theorists and practitioners. Keller’s consumer based brand equity model will be used as a foundation for understanding how brands are built, what their role is and how their equity can be measured.
  • Creating Impact through Compelling and Visual Content
    By understanding consumer behaviour, the art and science of creating memorable and impactful visual advertising becomes clearer. This module looks at the history and development of effective creative in advertising and how this relates to digital marketing. The principles of how advertisers can engage with increasingly empowered and vocal customers on multiple channels, globally and locally, are explored to establish how digital marketers can create or commission successful campaigns, or visual content for their content management plans.
  • Retailer and Shopper Marketing
    The module develops specialist knowledge of the retail industry from a marketing perspective and explores the emerging use of 'shopper marketing' which applies a range of research techniques to understand the behaviour of shoppers at point-of-purchase.
  • Financial and Professional Services Marketing
    The global financial crisis highlighted the importance of the financial services sector. It demonstrated that the way in which financial products are designed and marketed can have implications for the stability of the global financial system and for social well-being. This module explores the principles and practice of marketing in a financial and professional services context.
  • International Intercultural Management
    In an increasingly global business environment, those involved in international business and marketing must develop the insights and skills to interact with customers and stakeholders in a culturally sensitive way. The module explores the application of these theories to decision making at the level of the individual, the team and the organisation.
  • Campaign Showcase (incorporates the End Point Assessment)
    The principles and skills of planning a digital campaign have developed throughout the course, from campaign planning principles, to content development. Now you will demonstrate the campaign implementation skills, and your assessment of its impact. In this 30-credit major project module, you will demonstrate your knowledge and skills developed throughout the course to create a live campaign. You will agree the campaign with your tutor and employer before going live.


Throughout the course, we'll assess your progress to make sure you're meeting the intended learning outcomes and engaging fully with each module. These formative assessments help you to monitor and improve your initial-level performance as you advance through the module. They might include self-completion questionnaires, group exercises (discussion forums), and practical digital marketing-related tasks and activities.

The summative assessment, at the end of each module, lets you demonstrate that you've fulfilled the learning outcomes at each level and to the standard expected. These will include written reports, portfolios, presentations, and practical work-based projects.

Near-completion of this course triggers the integrated End Point Assessment (EPA), which completes the Degree Apprenticeship. This is integrated into the final module, Campaign Showcase. You will submit and present the campaign portfolio (which will includes your rationale, presentation of the live artefacts, critical analysis and reflection on relevant metrics and risk assessment) to a selected panel, followed by Q&A, which will allow you to showcase your knowledge, skills and work-based learning.

Where you'll study

Your faculty

You have a highly active mind and see opportunity everywhere. Now you need theory and life-changing skills to sharpen your approach to management. At the Faculty of Business & Law, you will immerse yourself in a multicultural environment where technology blends with teaching to create a dynamic and innovative learning environment. An environment to help you gain those skills.

Where can I study?

Blended learning
Person using laptop

Study at a time that suits you, using our learning management system.

More about blended learning

Lord Ashcroft Building on our Cambridge campus

Our campus is close to the centre of Cambridge, often described as the perfect student city.

Explore our Cambridge campus

Fees & funding

Course fees

Degree apprenticeships are fully funded by your employer and the Government


Entry requirements

Loading... Entry requirements are not currently available, please try again later.

  • An apprenticeship agreement with an employer and permanently contracted within a digital marketing role or setting, or similar
  • Evidence of Level 3 study, for example, A Levels, BTEC Level 3, or equivalent*
  • A minimum of 3 GCSEs or Level 2 equivalent
  • Level 2 certificates in English and Maths, for example GCSEs (Grade C or 4 as a minimum), Level 2 Functional Skills, or Level 2 Key Skills

* Applications without a Level 3 are considered on their individual merits on a case by case basis. Those wishing to apply with experiential learning may be required to demonstrate their academic potential by writing an essay.

Studying during COVID-19

Due to national restrictions all universities in England, including ARU, are only able to provide face to face teaching on campus for a limited number of courses. Visit our restrictions page for details.

In response to the COVID-19 global pandemic the majority of our apprenticeship courses are being delivered online only using our established online learning systems. The provision offered is subject to change due to the possibility of further Government restrictions, however the University remains committed to delivering teaching and ensuring a COVID-19 secure environment for those that are on campus.

View the impact of the current restrictions.

Apply now