Everything you need to know...
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What is the fee?
Home: See fees section below
International/EU: £17,155 per year -
How long will I study?
4/5 Years
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Where will I study?
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What are the entry requirements?
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What is the UCAS code?
B013
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When do I start?
September 2025
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Placement year available?
Yes
1. Course summary
- Study the value of marketing, customer engagement and relationship management.
- Use the latest creative software and analytical tools to design and build campaigns.
- Experience real-world marketing by analysing the content of leading brands.
- Explore the future of digital marketing through big data, artificial intelligence and social media.
- Join a dynamic hub of creatives and entrepreneurs in our award-winning enterprise centre.
This course is perfect if you’re fascinated by the future of digital marketing, where customer experience is becoming the foundation on which products and services are developed. You’ll develop your skills as a marketing professional with a strategic mindset, gaining a solid foundation in digital marketing techniques and platforms to support overarching marketing strategies.
If you’d like extra preparation before starting degree-level study, we recommend you join the foundation course – which has been designed to encourage exploration and experimentation.
Sheffield Business School accreditation
Sheffield Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB) and has been awarded the Business School Impact System label by the European Foundation for Management Development (EFMD).
Top 10 in the UK
This course is ranked 10th in its subject area in the Guardian University Guide 2024.

Financial support for home/EU students
How tuition fees work, student loans and other financial support available.
2. How you learn
Based in our Sheffield Business School, you’ll join a global community where business leaders, researchers and 7,000 business students all come together to solve problems and make things better. You’ll be taught by highly qualified lecturers who are active in their field. Your course has been designed by industry specialists – helping you graduate with the skills employers are looking for.
Through our relationships with leading local and global brands, you’ll have the opportunity to access placements, volunteering programmes, training schemes, internships and work experience.
You learn through:
- On-campus lectures, seminars and tutorials
- Digital learning platforms
- Independent study
- Practice-based learning and group work
- Simulated work environments
- Problem-solving workshops
- Class debates and presentations
We use a wide variety of assessments that respect the diverse ways people learn. These include tests, essays, presentations, project plans and reflective writing.
Key Themes
Our BA Digital Marketing course is a future-facing degree. You’ll be encouraged to think critically about how big data, artificial intelligence, machine learning and Web 4.0 will impact the ever-changing marketing landscape.
You’ll learn why providing value is more powerful than selling products – and why authentic storytelling is key to creating a brand that customers really care about. We’ll also explore the modern challenges of consumerism and globalisation, learning how to champion environmental and social issues to influence positive change.
You’ll find out what it means to reach, engage and convert your audiences with cohesive digital campaigns, social profiles and content they’ll crave. You’ll build campaigns on global platforms like YouTube, TikTok, Instagram, WeChat and Telegram.
You’ll then use powerful tools to test and analyse campaign performance, using these insights to optimise results across every stage of the customer journey.
Course Support
Throughout your learning journey, you’ll experience a range of dedicated support, such as:
- Access to our unique student support to help with your personal, academic and career development.
- Access to our Skills Centre with one to ones, webinars and online resources to help you to plan and structure your assignments.
- Industry-specific employability activities such as live projects, learning in simulated environments and networking opportunities.
Course leaders and tutors

Tilahun Mekonnen
Senior LecturerCurrently working as a Senior Lecturer in Business Economics and the International Business Development Manager for Sub Saharan African Countries
Applied learning
We think the best way to learn something is to do it in the real world. That means putting learning into practice through placements, internships and consultancy projects through our global network of leading businesses.
Work Placements
You will have the opportunity to arrange a year-long work placement. This gives you valuable work experience to prepare you for your future career – and allows you to graduate with an Applied Professional Diploma to add to your CV.
You wil also have summer and winter school opportunities in a variety of locations. Recently these have included France, Germany, Spain and Morocco. You might even be eligible to study abroad for a semester at one of our partner universities in Europe and beyond.
Live Projects
As part of your studies, you’ll take on projects set by external organisations. These allow you to apply your learning to the real world, build your business network and take your first step on your chosen career ladder.
You’ll also gain first-hand insights from local experts as they deliver regular guest talks on campus.
Entrepreneurial Support
We offer award-winning support for entrepreneurs – from free offices and studio space to expert workshops, freelance opportunities and a vast business network ready for you to tap into.
With the support of the Hallam i-Lab business hub, you’ll have the opportunity to collaborate with creatives, entrepreneurs and investors across Sheffield. Here, you can form lucrative business networks, brainstorm entrepreneurial ideas and even launch your own venture.
Networking Opportunities
You can also hear first-hand from business leaders and esteemed alumni as they deliver guest masterclasses while having the opportunity to build your profile through work experience and consultancy projects.
You can also hear first-hand from business leaders and esteemed alumni as they deliver guest masterclasses while having the opportunity to build your profile through work experience and consultancy projects.
We also support you to run local student societies, such as the Marketing Society or join UK-wide networking events such as The Marketing Club.
Competitions
You can build your profile by taking part in competitions, such as The Pitch, delivered by the Chartered Institute of Marketing.
One of our students recently won a competition held by Rise at Seven, securing a graduate job with the agency as a result.
Teaching Quality
Sheffield Hallam University is ranked 11th amongst UK providers for marketing and public relations in the Guardian University Guide 2023 league table.
3. Future careers
Graduates from this course go on to a wide range of digital marketing careers in range of organisations. These roles can vary from digital marketing campaigns development, customer experience and content creation.
Previous graduates of this course have gone on to work in roles, such as:
- Marketing consultancy
- Brand strategy
- Social media management
- Marketing research
- Digital marketing
- Teaching or lecturing
- Entrepreneurship
- Freelancing
As an additional benefit, students who graduate with a minimum 2:2 classification will be exempt on an APL (Accreditation of Prior Learning) basis from one module on the CIM level four Certificate in Professional Marketing and one module from the level six Diploma in Professional Marketing.
All degrees which receive CIM accreditation are now also automatically recognised by the Australian Marketing Institute (AMI).
4. Where will I study?
You study at City Campus through a structured mix of lectures, seminars and practical sessions as well as access to digital and online resources to support your learning.
City Campus
City Campus is located in the heart of Sheffield, within minutes of the train and bus stations.
City Campus map | City Campus tour

Adsetts library
Adsetts Library is located on our City Campus. It's open 24 hours a day, every day.
Learn more5. Equipment and facilities
You’ll study in world-class learning facilities, such as specialist labs, design studios, practice facilities, simulation environments, our award-winning enterprise centre and a 24/7 library.
You may also have access to specialist marketing platforms and equipment, such as:
- Marketing intelligence platforms such as Mintel and EuroMonitor
- SEO analytical software
- Design and video editing tools from the Adobe Suite
- Video cameras and recording equipment
- Social media management platforms
- Consumer insight tools
- The World Advertising Research Centre
- LinkedIn Learning
As part of our campus masterplan, we’re developing a brand new, net-zero-ready building right at the heart of the city centre.
You’ll benefit from dedicated business facilities such as a business lounge, trading floor and languages hub, plus plenty of room to study in social learning spaces, seminar rooms and PC labs – all set in 400 square metres of stunning green space, where you can socialise, eat, relax and study.
Media Gallery
6. Entry requirements
All students
UCAS points
- 64
This must include at least 32 points from one A level or equivalent BTEC National qualifications excluding general studies For example:
- CC at A Level
- MPP in BTEC Extended Diploma.
- Pass overall from a T level qualification with D or E from core
- A combination of qualifications, which may include AS levels and EPQ.
You can find information on making sense of UCAS tariff points here and use the UCAS tariff calculator to work out your points.
GCSE
- English Language at grade C or 4 or equivalent
- Maths at grade C or 4 or equivalent
ACCESS
- Access to HE Diploma, with at least 45 level 3 credits.
If English is not your first language, you will need an IELTS score of 6.0 with a minimum of 5.5 in all skills, or equivalent. If your English language skill is currently below IELTS 6.0 we recommend you consider a Sheffield Hallam University Pre-sessional English course which will enable you to achieve an equivalent English score.
Additional information for EU/International students
If you are an International or non-UK European student, you can find out more about the country specific qualifications we accept on our international qualifications page.
For details of English language entry requirements (IELTS), please see the information for 'All students'.
Modules
Important notice: The structure of this course is periodically reviewed and enhanced to provide the best possible learning experience for our students and ensure ongoing compliance with any professional, statutory and regulatory body standards. Module structure, content, delivery and assessment may change, but we expect the focus of the course and the learning outcomes to remain as described above. Following any changes, updated module information will be published on this page.
You will be able to complete a placement year as part of this course. See the modules table below for further information.
Compulsory modules
This module introduces you to university life and the behaviours and knowledge you’ll need to succeed internationally. In practical teaching sessions you’ll learn more about yourself, examine contemporary sources and debate current international perspectives.
You’ll study topics such as:
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Introduction to university study
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Career goal setting and professional behaviours
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International business
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Tourism
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Sustainability and sustainable development
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Corporate social responsibility
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Business ethics
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Living and working with others
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Equality, diversity and inclusion
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Values
This module develops your understanding of how to influence decision making and the people that make them. Practice-led teaching sessions will be enriched by research and innovation through consideration of real-world organisational challenges.
You’ll study topics such as:
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Stakeholder mapping
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Regional and global relationship management
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Inspiring and motivating others
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Communication strategies
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Introduction to marketing
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Influencing and negotiation skills
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Decision-making theory and practice
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Business intelligence and analytics
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Equality, diversity and inclusion
This module prepares you for further success on the next level of your course, developing skills and knowledge to support your future career. Practical teaching sessions will enable you to reflect on your year so far, and your future personal strategies.
You’ll study topics such as:
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Future sector trends
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People resource planning
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Global labour markets
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Personal and organisational change
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Resilience
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Research and data analysis
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Digital literacy
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Life-wide and long-term career planning
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Professional accreditation and credibility
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Your learning practice
This module encourages and supports you in developing a viable business solution – applying technical, managerial and creative skills and knowledge. Your learning will be interactive, working alongside others as you plan and develop your business ideas.
You’ll study topics such as:
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Generating creative, innovative and responsible business solutions
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Digital innovation
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Basic project management techniques
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Business environment analysis and economics
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Business ethics and sustainability
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Data and financial management
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Sector/organisational types
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Business and events planning
Compulsory modules
This module introduces contemporary issues in business management, developing your awareness and understanding of factors affecting people and organisations in an ever-changing world. Teaching sessions will examine contemporary sources and debate current issues.
You’ll study topics such as:
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Ethics and sustainability in business management
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Geopolitics and globalisation
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Changing business cultures and the role of stakeholders
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Smart technology and big data
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Business management research and approaches
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Shifting communication channels
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Economic controversies
This module introduces different types of businesses and organisations, focusing on operations, supply chain and marketing – developing academic literacy, business skills and future aspirations. You’ll work independently, within groups and in a real-world applied project, developing and applying academic and professional behaviours.
You’ll study topics such as:
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Organisational types, scale and span
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Responsible and sustainable practice
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Business functions
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Marketing
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Supply chain
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Operations management
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Excel
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Academic skills and advising
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Employability and entrepreneurial advice
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Applied reflective practice
This module develops your understanding of marketing as a discipline and the role of digital marketing within. You’ll learn through research-informed teaching, group activities, internal and external experts, and independent research.
You’ll study topics such as:
- What’s marketing? (Impact on society, stakeholders and marketers’ practice)
- What’s digital marketing and the interaction between online and off-line channels
- Application of theories in real business contexts
- Digital marketing platforms and channels in the context of marketing and business strategies
This module provides you with the knowledge and insight to lead, develop and engage with a diverse workforce, operating across varied business contexts. You’ll also take part in a simulated international collaboration.
You’ll study topics such as:
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Organisational behaviour and development
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Ethical/legal/business case for equality, diversity and inclusion
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Role of HR and line managers in developing people
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Inclusive working environments
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Employee engagement
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Responsible, inclusive and ethical leadership
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Intercultural management
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Working and studying in other cultures
Compulsory modules
This module explores the tools and creative approaches for planning, implementing and measuring the performance of digital marketing activities. You’ll learn through research-informed teaching, independent research and from external speakers.
You’ll study topics such as:
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Data analytics
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Digital marketing channels and platforms
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Reaching, engaging, interacting with and converting audiences
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Digital tools and practices to optimise paid organic and earned content
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Content creation
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Digital marketing
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Key performance indicators for performance measurement
This module develops theoretical understanding of performance management in marketing and equips you with practical tools and techniques. You’ll work independently and in groups, actively interpreting and analysing both financial and non-financial performance marketing management information.
You’ll study topics such as:
- Financial and non-financial performance management data
- Internal and external reporting
- Planning and control systems
- Accounting and control tools
- Risk management
- Sources and availability of finance
- Market and environmental analytics
- Marketing metrics
- Market forces and fair trade in a global context
This module gives you the opportunity to enhance your employability attributes within a professional context through an enhanced applied project. You’ll gain work experience on a real-life client brief, developing key skills for successful graduate-level employment.
You’ll apply learning and skills such as:
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Project planning practices
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Applied project methodologies and research tools
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Team building and group work
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Influencing and persuading
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Digital communications in the workplace
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Reflection on practice
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Career research tools
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Professional profiles
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Interviews and CV structure
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Assessment centres
Elective modules
Aims:
This module allows students to gain knowledge, and understand key ideas and theories, relating to how events are used for marketing, and the international experiential marketing industry. Global campaigns will be dissected to allow an appreciation of best practice.
Indicative content:
- The Experiential Marketing industry: size, scale and key companies.
- Understanding the role of the consumer / attendee.
- Exploration of jobs and roles with the Experiential Marketing industry.
- Appreciation of the Experiential Marketing agency, and how campaigns are constructed.
Module summary
Language study will develop your self-confidence, and intercultural skills. It will give you new opportunities for learning and working across cultures. Language skills are highly sought after by employers and give you a real advantage in whatever you hope to do in the future.
You will study your chosen language at the appropriate level based on your existing language ability – please refer to the individual module descriptors for each language and level for further details on the teaching and assessment.
This module is for undergraduate students to study abroad in their second year, Semester 2 (only for courses that offer this option). With this module, you can spend a semester at one of the University’s approved partner institutions worldwide – from Europe to the Americas, Asia Australia or Canada. Study Abroad plays an important role in the University's commitment to an engaging, challenging, and thriving learning culture. It offers opportunities to experience other academic cultures and foster intellectual maturity while enhancing co-curricular skills and students' long-term employability. Study abroad for credit is permitted on existing university-approved courses only. Students are awarded credits and grades at the partner institution, which are converted into Sheffield Hallam credits and grades on return and included in the Sheffield Hallam degree classification. Please check and refer to the webpage “How study abroad works”. You must submit a Learning Agreement outlining the modules you will be taking at the partner institution. The Learning Agreement will be signed off by your academic tutor to ensure that the Learning broadly covers the Learning Outcomes set out in your course curriculum during your study abroad.
This module provides you with a comprehensive business to business experience which demonstrates the sales process within and between organisations. The module combines taught and practical sessions with guest speakers.
You’ll study topics such as:
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Business to business marketing
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Internal sales and marketing interface
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Environmental analysis
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Organisational buyer behaviour
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Inter-organisational relationships
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Negotiation
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Sales management
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Professional presentations
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Personal selling
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Personal reflection
This module develops your understanding of the omni-channel customer experience in today’s digital world. You’ll deepen your knowledge of digital marketing, learning through research-informed teaching from internal and guest experts, group activities and independent research.
You’ll study topics such as:
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Defining customer experience
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Mapping omni-channel (online and offline) customer journeys
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Integrated customer experience
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Managing and evaluating the (digital) customer experience
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Customer satisfaction
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Exploring digital transformation
Optional modules
Module aim:
The aim of this module is to enhance students’ professional development through the completion of and reflection on meaningful work placement(s).
A work placement will provide students with opportunities to experience the realities of professional employment and experience how their course can be applied within their chosen industry setting. The placement will:
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Allow student to apply the skills, theories and behaviours relevant and in addition to their course
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Enable students to enhance their interpersonal skills in demand by graduate employers – communication, problem solving, creativity, resilience, team work etc.
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Grow their student network and relationship building skills.
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Provide student with insights into the industry and sector in which their placement occurs
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Help student make informed graduate careers choices.
Indicative Content:
In this module students undertake a sandwich placement (min 24 weeks / min 21 hours per week) which is integrated, assessed and aligned to their studies.
Their personal Placement Academic Supervisor (PAS) will be their key point of contact during their placement and will encourage and support students to reflect on their experience, learning and contribution to the organisation they work for.
To demonstrate gains in professional development, students will be required to share their progress, learning and achievements with their Placement Academic Supervisor and reflect on these for the summative piece of work.
Compulsory modules
This module applies your knowledge of contemporary marketing, developing critical and analytical research skills to inform decision-making in a real-life setting. You’ll develop an individual consultancy project with others in small groups – based on a live consultancy brief or your own venture – exploring relevant theories in large group sessions.
You’ll apply learning and skills such as:
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Consultancy research
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Entrepreneurial projects
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Project design and management
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Identifying discipline-relevant frameworks and concepts
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Research methods, including ethics
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Business report writing
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Personal and professional reflection
This module explores how to manage and evaluate brands in the digital environment, critically evaluating the interdependency between brand management and the overall business strategy.
You’ll study topics such as:
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Introduction to brand management strategies
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Brand architecture and equity
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Brand identity and positioning
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Managing brand communications
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Customer experience in the digital environment
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Developing sustainable brands
This module enables you to critically evaluate how organisations develop and implement their strategies in a diverse, digital and global environment. We’ll look through the lens of real-life case studies that bring to life how organisations create their strategies, including applied environmental analysis in a volatile, uncertain, complex and ambiguous world.
You’ll study topics such as:
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Strategy process and its influencers in a global and digital environment
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Strategy development
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Complex organisational and environmental circumstances
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Risk analysis and mitigation
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Responsible and ethical decision making
Elective modules
This module explores the relationship between psychology and marketing, building on previous knowledge of marketing, branding and customers to give you a rich understanding of consumer insight. You’ll learn through a combination of lectures, small group sessions and tutorials.
You’ll study topics such as:
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The self, identity and gender
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Attitudes, behaviour and emotions
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Fear appeals
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Memory and storytelling
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Persuasion and social influence
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Happiness and experiential consumption
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Culture, subculture and stereotypes
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Colour psychology
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Psychology of brands
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Symbolic consumption
This module focuses on leadership as a process of influencing and interacting with others to achieve organisational goals – analysing approaches to address issues in the changing landscape of leadership. You’ll develop an understanding of contemporary issues through interactions and discussions to inform your future leadership roles.
You’ll study topics such as:
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Leadership as a process of influence
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Classical leadership
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Strategic leadership and change
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Leadership and culture
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Leadership ethics
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Team leadership
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Cross-cultural leadership
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Authentic leadership
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Leadership learning and development
This module examines global marketing opportunities and how marketing strategies need to be developed to reflect specific market contexts. Learning from research-informed teaching, group activities and external speakers, you’ll apply the analytical and business skills to the global marketing decision-making process.
You’ll study topics such as:
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Trends and issues in global markets
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Culture and consumer behaviour
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International market research
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International market selection and segmentation
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International market entry strategies
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International marketing mix decisions and management
8. Fees and funding
Home students
Our tuition fee for UK students on this course in 2025/26 is £5,760 for the foundation year and £9,535 per year for the degree (capped at a maximum of 20% of this during your placement year). These fees are regulated by the UK government and therefore subject to change in future years.
If you are studying an undergraduate course, postgraduate pre-registration course or postgraduate research course over more than one academic year then your tuition fees may increase in subsequent years in line with Government regulations or UK Research and Innovation (UKRI) published fees. More information can be found in our terms and conditions under student fees regulations.
International students
Our tuition fee for International/EU students starting full-time study in 2025/26 is £17,155 per year (capped at a maximum of 20% of this during your placement year)

Financial support for home/EU students
How tuition fees work, student loans and other financial support available.
Additional course costs
The links below allow you to view estimated general course additional costs, as well as costs associated with key activities on specific courses. These are estimates and are intended only as an indication of potential additional expenses. Actual costs can vary greatly depending on the choices you make during your course.
General course additional costs
Additional costs for Sheffield Business School (PDF, 255.6KB)Legal information
Any offer of a place to study is subject to your acceptance of the University’s Terms and Conditions and Student Regulations.