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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 Principles and Campaigns
Theory and Practice in HRM
Budgeting and Cases in Events Management
Digital Business Strategy
Fundamentals of Event Management
Business Analytics
People, Planet, Profit
Employability Analysis and Career Building
Marketing Communications and Design
Brand Management
Live Event Project
Strategic Marketing
Digital PR
Responsible Events Management
Other modules that may be offered, but are subject to change over time:
Introduction to Human Resources
Nature of Management
Legal Systems & Methods
People Planet Profit
Theory and Practice in HRM
Media and the Digital Society
Work Placement
Customer Relationship Management
Marketing Communications & Design
Market Intelligence & Consumer Behaviour
Business and Environmental Sustainability
Entrepreneurship & Business Start-up
Computational Analytics
Contemporary Issues in Business
World Trade & Export
Contemporary Issues
Brand Management
Developments in the discipline: This programme will change over time on the basis of new developments within the field of digital marketing and events management. 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. For 2026/7 entry will be from Stage 2 only for this year.