Digital Marketing and Business Analytics Course with BA (Hons) Degree

Program Overview

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Robert Gordon University's BA (Hons) Digital Marketing and Business Analytics program equips students with the skills to design and manage analytics projects in a digital marketing context. Through industry-led workshops and live client projects, students gain practical experience in data management, visualization, and strategic decision-making. The program prepares graduates for careers in business analytics, digital marketing, and related fields, with a focus on leadership and management skills.

Program Outline

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Degree Overview:

Robert Gordon University offers the only BA (Hons) Digital Marketing and Business Analytics degree in Scotland. The program equips students with the ability to design, manage, and deliver analytics projects within a digital marketing context. Students will gain knowledge, creative, and technical skills required to succeed in the increasingly digital and analytics-driven marketing environment. Students will have the opportunity to actively participate in digital marketing and analytics industry projects, such as the Digital Marketing Agency and Business Analytics Project, where they will apply strategic digital marketing and analytics solutions to solve real-world briefs. This course shares a common first year with BA (Hons) Digital Marketing. At the end of the first year, students can choose to study BA (Hons) Digital Marketing or BA (Hons) Digital Marketing with Business Analytics.

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Outline:

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Year 1:

• Develops fundamental knowledge and understanding of digital marketing, business analytics, communications, and business environments.
• Gains specific technical and professional skills such as creating digital media, marketing content across a range of platforms appropriate to industry, and hands-on experience of data management and visualization.
• Students choose to follow BA (Hons) Digital Marketing or BA (Hons) Digital Marketing and Business Analytics before entering Stage 2.

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Year 2:

• Continues to develop students’ understanding and ability to apply data analytics to business problems and gain experience of programming language Python.
• Explores brand management, integrated marketing communications, public relations, and digital filmmaking across different contexts including consumer, third sector, internal communication, and external affairs.

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Year 3:

• Offers students the opportunity to complete a six-week, twelve-week or year-long professional placement, a Study Abroad experience, or taught-on campus route, offering them flexibility to tailor their studies to their own interests and careers aspirations.
• Students take increasing responsibility for decision-making while working with live clients and develop their strategy planning skills.

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Year 4:

• Develops leadership and management skills through live project work.
• Provides a specialist understanding of contemporary tools and approaches through modules relating to database management, search marketing, and social media marketing.
• Includes the Research Project, a self-selected piece of work that allows students to apply critical thinking and analysis in a live context.

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Assessment:

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Year 1:

• 1 report
• 5 portfolios
• 1 oral assessment

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Year 2:

• 1 report
• 6 portfolios
• 1 group critique

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Year 3:

• 3 reports
• 2 portfolios
• 1 project output
• 2 oral assessments

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Year 4:

• 2 reports
• 1 dissertation
• 3 portfolios
• 2 project outputs

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Teaching:

• Students engage with the course through online and on-campus learning materials, lectures, tutorials, industry-led workshops, and live client projects.
• These comprise a mix of group study, discussion, simulation, and presentations of findings by teams and individuals.
• The course operates a ‘Digital Marketing Agency’ across Term 1 of the final two years of study.
• In Year 3, students will work on live-client projects for fourth-year students within the construct of a ‘Digital Marketing Agency’.
• In Year 4, students will deliver the more complex and strategic aspects of the task, demonstrating the ability to lead and manage their degree-level counterparts.
• Students have access to the virtual learning environment, CampusMoodle, which provides access from home to learning materials (including videos, e-books, and journals).

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Careers:

• The course prepares students for a range of business analytics and digital marketing careers in a variety of industries including Analytics, Marketing and Communications, PR, Technology, Tourism, Oil and Gas, Professional Services, Public Sector, Private Sector, Finance, and Hospitality.
• Graduates of Robert Gordon University's BA (Hons) Digital Marketing and Business Analytics can pursue the following careers:
• Business Analyst
• Data Manager
• Data Scientist
• Analytics Associate
• Insight Analyst
• Digital Marketing/Data Executive
• Digital Marketing Manager
• Digital Marketing Analyst

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Other:

• The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide.
Robert Gordon University has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and their content is reflected in the university's own degrees, ensuring students are equipped with the best opportunities for a successful marketing career.
• 88% of students were satisfied overall with their course.
• 96% of students say teaching staff have supported their learning well.
• 95% of students are in work or doing further study 15 months after the course.
• The Digital Suite, housed within the Aberdeen Business School, includes a suite of iMacs and is used by a variety of subject areas across the University.
• The TV Studio can be found in the Riverside Building, which also houses the Radio Station and Newsroom.
• The university has a fully functional Radio Station on campus, housed in the Riverside Building, which contains industry-standard equipment for students to take advantage of.

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Tuition Fees and Payment Information:

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Scottish Students

Full Time On Campus Over 4 years Year 1 £1820 Year 2 £1820 Year 3 £1820 Year 4 £1820

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Rest of UK Students

Full Time On Campus Over 4 years Year 1 £5890 Year 2 £5890 Year 3 £5890 Year 4 £5890

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EU Students

Full Time On Campus Over 4 years Year 1 £5890 Year 2 £5890 Year 3 £5890 Year 4 £5890

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International Students

Full Time On Campus Over 4 years Year 1 £16490 Year 2 £16490 Year 3 £16490 Year 4 £16490

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Additional Costs

Some other costs are not included in the course fees: The cost of books that you may wish to purchase. Costs associated with your placement / study abroad Accommodation and Living Costs Printing

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Other Fees and Costs

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Student Funding

If you are a Scottish resident, you may be eligible for funding and should apply to SAAS for funding. Student Awards Agency for Scotland (SAAS) Students from other parts of the UK should visit the appropriate website: Student Finance England Student Finance Wales Student Finance NI

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Scholarships and Financial Awards

You may qualify for a scholarship or financial award: Funding and Scholarship Search

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Widening Access Welcome Pack Offer

If you are applying to RGU for September 2024 and meet widening access criteria, you may qualify for our welcome pack to support your transition to university. Find out if you are eligible: Welcome Pack

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Disclaimer

For new intakes, course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter. For further information: Finance and Funding