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Duration of programme: 4 years (where students join the programme in year 1); Stage 2 entry only for academic year 2026/7
Award on successful completion: Bachelor of Arts with Honours
Location of delivery: Abertay University, Bell Street, Dundee
Accreditation: TBC
Composition of the programme: 120 SCQF (Scottish Credit and Qualifications Framework) credits in each academic year, delivered mostly in modules of 20 credits each, with 60 credits taken in term 1, and 60 credits in term 2 each year.
Contact hours and workload: Each academic year typically requires 1200 hours of student effort; on average across the 4 years of this programme, 23% of that time is in lectures, seminars and similar activities; the remainder is independent study.
Assessment methods: A variety of assessment methods are used, which include portfolios, commercial reports and pitches, class tests, exams, coursework and presentations.
Academic staff: This programme is delivered principally by staff in the Dundee Business School in the Faculty of Design, Informatics and Business. Staff profiles can be viewed at https://www.abertay.ac.uk/academic-faculties-and-graduate-school/faculty-of-design-informatics-and-business/
Core modules in the programme:
Digital Marketing
Theory and Practice in HRM
People, Planet, Profit
Budgeting and Cases in Events Management
Digital Business Strategy
Market Intelligence & Consumer Behaviour
Business Analytics
Employability Analysis and Career Building
Computational Analytics
Marketing Communications & Design
Brand Management
Strategic Marketing
Digital PR
Customer Relationship Management
Other modules that may be offered, but are subject to change over time:
Introduction to Human Resource Management
Nature of Management
Legal Systems & Methods
Theory and Practice in HRM
People, Planet, Profit
Media and the Digital Society
Work Placement
Entrepreneurship & Business Start-up
Future of Work
Ethical Business in Society
Advanced Professional Practice
Strategic Management
Operations Management and Business Redesign
Managing Change
Developments in the discipline: This programme will change over time on the basis of new developments within the field of digital marketing and business. This is particularly likely in areas such as the use of technology for information sharing, technological change in relation to business need and organisation, and the impact of globalisation on marketing and business.
This degree programme is being phased out of the business school portfolio and will be replaced by a BA (Hons) in Marketing which is currently under review. For 2026/7, this programme will only recruit from Stage 2.