Overview
Marketing & Communications blends creativity with analytical rigour. You will develop brand strategies, plan integrated campaigns, and measure performance across digital channels. Campus agency projects pair student teams with local businesses; Adobe and analytics tool workshops build practical skills. Modules cover consumer psychology, public relations, content strategy, and marketing law.
BA (Hons) Marketing & Communications is taught as one award, not a list of unrelated modules. The published length is 3 years full-time, and the credit total is 360. Students move from Principles of Modern Marketing through Principles of Modern Marketing; Consumer Behaviour & Psychology; Media & Communications Landscape; Design Thinking & Creative Strategy; Marketing Environment & Economics; Digital Marketing & Social Media Foundations, and finish on Marketing Agency Capstone & Dissertation.
Each course has a question, a method, and a submission. In this field, students justify a marketing decision with evidence rather than a slogan. Reading is a brief, a channel note, and a measurement plan. The artefact a marker expects is a campaign or content recommendation with audience, channel, and measure.
The award is built so that a graduate can do the following in practice: Develop integrated marketing plans with clear KPIs Create compelling content for web, social, and print channels Analyse campaign performance using analytics platforms
Teaching assumes the student can read a source, attempt a problem before the seminar, and revise after feedback. Attendance at live seminars is part of the design. The capstone or final course must use the methods of the earlier courses; a project that ignores them does not pass.
The pages for each course name the topics that are examined. Those topics are the syllabus. A brochure line is not a substitute for them.
The Durham Creative Studio offers podcast booths, video editing suites, and campaign critique sessions.
Who This Programme Is For
- ✦Creative students interested in brands and media
- ✦Future digital marketers and communications specialists
- ✦Entrepreneurs building audience and growth skills
Faculty spotlight
Dr. Laura Finch leads Digital Marketing; Professor Marco Silva researches cross-cultural brand narratives.
Programme Structure & Delivery
Coursework
Interactive modules, weekly readings, recorded and live seminars, and collaborative discussions with peers worldwide.
Assessment
Module assignments, proctored examinations, and capstone projects designed to demonstrate mastery of the field.
Learning Outcomes
- ✦Develop integrated marketing plans with clear KPIs
- ✦Create compelling content for web, social, and print channels
- ✦Analyse campaign performance using analytics platforms
- ✦Present creative concepts professionally to client panels
Career Pathways
- ✦Marketing Executive
- ✦Social Media Manager
- ✦Brand Coordinator
- ✦PR Assistant
- ✦Content Strategist
Assessment
Modules are assessed through a published mix of coursework, applied projects, and examinations. Exam windows are announced in advance so students in other time zones are not forced into overnight sittings. Alternative arrangements are available where documented.
Curriculum
Year 1 — Foundations
MKT101Principles of Modern Marketing- MKT101-M1 · Audience, offer, and the evidence for both — Principles of Modern Marketing
- MKT101-M2 · Channel choice and what the channel cannot do — Principles of Modern Marketing
- MKT101-M3 · Message, proof, and a measure of response — Principles of Modern Marketing
- MKT101-M4 · Ethics of persuasion and claims that must not be made — Principles of Modern Marketing
- MKT101-M5 · A campaign or content decision with a budget line — Principles of Modern Marketing
- MKT101-M6 · A recommendation a client could act on — Principles of Modern Marketing
20 creditsMKT102Consumer Behaviour & Psychology- MKT102-M1 · Constructs, measures, and what a score does not mean — Consumer Behaviour & Psychology
- MKT102-M2 · Study design, bias, and sample limits — Consumer Behaviour & Psychology
- MKT102-M3 · Evidence review and competing explanations — Consumer Behaviour & Psychology
- MKT102-M4 · Ethics of inquiry and the duty not to overclaim — Consumer Behaviour & Psychology
- MKT102-M5 · Application to one workplace or community setting — Consumer Behaviour & Psychology
- MKT102-M6 · A critical review with method, finding, and limit — Consumer Behaviour & Psychology
20 creditsMKT103Media & Communications Landscape- MKT103-M1 · Audience, offer, and the evidence for both — Media & Communications Landscape
- MKT103-M2 · Channel choice and what the channel cannot do — Media & Communications Landscape
- MKT103-M3 · Message, proof, and a measure of response — Media & Communications Landscape
- MKT103-M4 · Ethics of persuasion and claims that must not be made — Media & Communications Landscape
- MKT103-M5 · A campaign or content decision with a budget line — Media & Communications Landscape
- MKT103-M6 · A recommendation a client could act on — Media & Communications Landscape
20 creditsMKT104Design Thinking & Creative Strategy- MKT104-M1 · Audience, offer, and the evidence for both — Design Thinking & Creative Strategy
- MKT104-M2 · Channel choice and what the channel cannot do — Design Thinking & Creative Strategy
- MKT104-M3 · Message, proof, and a measure of response — Design Thinking & Creative Strategy
- MKT104-M4 · Ethics of persuasion and claims that must not be made — Design Thinking & Creative Strategy
- MKT104-M5 · A campaign or content decision with a budget line — Design Thinking & Creative Strategy
- MKT104-M6 · A recommendation a client could act on — Design Thinking & Creative Strategy
20 creditsMKT105Marketing Environment & Economics- MKT105-M1 · System boundary, constraint, and actors — Marketing Environment & Economics
- MKT105-M2 · Indicators, sources of error, and a better measure — Marketing Environment & Economics
- MKT105-M3 · Two options on cost, time, and downside — Marketing Environment & Economics
- MKT105-M4 · Safety, environmental limit, and who bears the risk — Marketing Environment & Economics
- MKT105-M5 · A site, grid, or product decision — Marketing Environment & Economics
- MKT105-M6 · A recommendation with evidence and residual risk — Marketing Environment & Economics
20 creditsMKT106Digital Marketing & Social Media Foundations- MKT106-M1 · Audience, offer, and the evidence for both — Digital Marketing & Social Media Foundations
- MKT106-M2 · Channel choice and what the channel cannot do — Digital Marketing & Social Media Foundations
- MKT106-M3 · Message, proof, and a measure of response — Digital Marketing & Social Media Foundations
- MKT106-M4 · Ethics of persuasion and claims that must not be made — Digital Marketing & Social Media Foundations
- MKT106-M5 · A campaign or content decision with a budget line — Digital Marketing & Social Media Foundations
- MKT106-M6 · A recommendation a client could act on — Digital Marketing & Social Media Foundations
20 creditsYear 2 — Applied Marketing
MKT201Strategic Brand Management- MKT201-M1 · Audience, offer, and the evidence for both — Strategic Brand Management
- MKT201-M2 · Channel choice and what the channel cannot do — Strategic Brand Management
- MKT201-M3 · Message, proof, and a measure of response — Strategic Brand Management
- MKT201-M4 · Ethics of persuasion and claims that must not be made — Strategic Brand Management
- MKT201-M5 · A campaign or content decision with a budget line — Strategic Brand Management
- MKT201-M6 · A recommendation a client could act on — Strategic Brand Management
20 creditsMKT202Digital Marketing, SEO & Content Strategy- MKT202-M1 · Audience, offer, and the evidence for both — Digital Marketing, SEO & Content Strategy
- MKT202-M2 · Channel choice and what the channel cannot do — Digital Marketing, SEO & Content Strategy
- MKT202-M3 · Message, proof, and a measure of response — Digital Marketing, SEO & Content Strategy
- MKT202-M4 · Ethics of persuasion and claims that must not be made — Digital Marketing, SEO & Content Strategy
- MKT202-M5 · A campaign or content decision with a budget line — Digital Marketing, SEO & Content Strategy
- MKT202-M6 · A recommendation a client could act on — Digital Marketing, SEO & Content Strategy
20 creditsMKT203Public Relations & Corporate Communications- MKT203-M1 · Audience, offer, and the evidence for both — Public Relations & Corporate Communications
- MKT203-M2 · Channel choice and what the channel cannot do — Public Relations & Corporate Communications
- MKT203-M3 · Message, proof, and a measure of response — Public Relations & Corporate Communications
- MKT203-M4 · Ethics of persuasion and claims that must not be made — Public Relations & Corporate Communications
- MKT203-M5 · A campaign or content decision with a budget line — Public Relations & Corporate Communications
- MKT203-M6 · A recommendation a client could act on — Public Relations & Corporate Communications
20 creditsMKT204Marketing Research & Consumer Insights- MKT204-M1 · Audience, offer, and the evidence for both — Marketing Research & Consumer Insights
- MKT204-M2 · Channel choice and what the channel cannot do — Marketing Research & Consumer Insights
- MKT204-M3 · Message, proof, and a measure of response — Marketing Research & Consumer Insights
- MKT204-M4 · Ethics of persuasion and claims that must not be made — Marketing Research & Consumer Insights
- MKT204-M5 · A campaign or content decision with a budget line — Marketing Research & Consumer Insights
- MKT204-M6 · A recommendation a client could act on — Marketing Research & Consumer Insights
20 creditsMKT205Marketing Analytics & Performance Metrics- MKT205-M1 · The question, the unit of analysis, and data quality — Marketing Analytics & Performance Metrics
- MKT205-M2 · Features, baselines, and error — Marketing Analytics & Performance Metrics
- MKT205-M3 · Validation, leakage, and what the model must not decide — Marketing Analytics & Performance Metrics
- MKT205-M4 · Monitoring, drift, and human review — Marketing Analytics & Performance Metrics
- MKT205-M5 · Interpretation for a non-technical decision maker — Marketing Analytics & Performance Metrics
- MKT205-M6 · A supervised project with method, result, and limitation — Marketing Analytics & Performance Metrics
20 creditsMKT206Omnichannel Retailing & Customer Experience- MKT206-M1 · Audience, offer, and the evidence for both — Omnichannel Retailing & Customer Experience
- MKT206-M2 · Channel choice and what the channel cannot do — Omnichannel Retailing & Customer Experience
- MKT206-M3 · Message, proof, and a measure of response — Omnichannel Retailing & Customer Experience
- MKT206-M4 · Ethics of persuasion and claims that must not be made — Omnichannel Retailing & Customer Experience
- MKT206-M5 · A campaign or content decision with a budget line — Omnichannel Retailing & Customer Experience
- MKT206-M6 · A recommendation a client could act on — Omnichannel Retailing & Customer Experience
20 creditsYear 3 — Strategy & Honours
MKT301Integrated Marketing Campaigns- MKT301-M1 · Audience, offer, and the evidence for both — Integrated Marketing Campaigns
- MKT301-M2 · Channel choice and what the channel cannot do — Integrated Marketing Campaigns
- MKT301-M3 · Message, proof, and a measure of response — Integrated Marketing Campaigns
- MKT301-M4 · Ethics of persuasion and claims that must not be made — Integrated Marketing Campaigns
- MKT301-M5 · A campaign or content decision with a budget line — Integrated Marketing Campaigns
- MKT301-M6 · A recommendation a client could act on — Integrated Marketing Campaigns
20 creditsMKT302Global Marketing Strategy- MKT302-M1 · Audience, offer, and the evidence for both — Global Marketing Strategy
- MKT302-M2 · Channel choice and what the channel cannot do — Global Marketing Strategy
- MKT302-M3 · Message, proof, and a measure of response — Global Marketing Strategy
- MKT302-M4 · Ethics of persuasion and claims that must not be made — Global Marketing Strategy
- MKT302-M5 · A campaign or content decision with a budget line — Global Marketing Strategy
- MKT302-M6 · A recommendation a client could act on — Global Marketing Strategy
20 creditsMKT303Sustainable & Ethical Marketing- MKT303-M1 · System boundary, constraint, and actors — Sustainable & Ethical Marketing
- MKT303-M2 · Indicators, sources of error, and a better measure — Sustainable & Ethical Marketing
- MKT303-M3 · Two options on cost, time, and downside — Sustainable & Ethical Marketing
- MKT303-M4 · Safety, environmental limit, and who bears the risk — Sustainable & Ethical Marketing
- MKT303-M5 · A site, grid, or product decision — Sustainable & Ethical Marketing
- MKT303-M6 · A recommendation with evidence and residual risk — Sustainable & Ethical Marketing
20 creditsMKT304Crisis Communications & Media Management- MKT304-M1 · Audience, offer, and the evidence for both — Crisis Communications & Media Management
- MKT304-M2 · Channel choice and what the channel cannot do — Crisis Communications & Media Management
- MKT304-M3 · Message, proof, and a measure of response — Crisis Communications & Media Management
- MKT304-M4 · Ethics of persuasion and claims that must not be made — Crisis Communications & Media Management
- MKT304-M5 · A campaign or content decision with a budget line — Crisis Communications & Media Management
- MKT304-M6 · A recommendation a client could act on — Crisis Communications & Media Management
20 creditsMKT305Marketing Agency Capstone & Dissertation- MKT305-M1 · Audience, offer, and the evidence for both — Marketing Agency Capstone & Dissertation
- MKT305-M2 · Channel choice and what the channel cannot do — Marketing Agency Capstone & Dissertation
- MKT305-M3 · Message, proof, and a measure of response — Marketing Agency Capstone & Dissertation
- MKT305-M4 · Ethics of persuasion and claims that must not be made — Marketing Agency Capstone & Dissertation
- MKT305-M5 · A campaign or content decision with a budget line — Marketing Agency Capstone & Dissertation
- MKT305-M6 · A recommendation a client could act on — Marketing Agency Capstone & Dissertation
40 creditsAdmission requirements
Academic entry
- A-levels BBB (or equivalent) in relevant subjects, or an Access to HE Diploma with Merit profile
- International Baccalaureate 28 points, or high school diploma with GPA 3.0/4.0 minimum
English language
- English proficiency: IELTS 5.5, TOEFL 46, or equivalent (waived for prior English-medium study)
Documents
- Personal statement (400–600 words) explaining your academic interests and career goals
- One academic reference from a teacher, tutor, or school counsellor
Research & interview
- Optional: portfolio or interview for creative and professional programmes
Programme questions
How long is the BA (Hons) Marketing & Communications?+
The published duration is 3 years full-time. Teaching language: English. Actual time-to-complete depends on mode and any recognised prior learning.
Can I study this from my country?+
This is a fully online award. You study from your country. No student visa and no campus relocation are required.
What does it cost?+
Degree tuition for this award is published as £0 / tuition-free on the online pathway. Examination or administrative fees may apply at checkout — never an annual tuition invoice. Check the Fees page for any extras.
What are the entry requirements?+
Requirements are grouped on this page (academic, English, documents). Equivalent qualifications are considered. English may be waived after prior English-medium study.
How is the programme assessed?+
Assessment is typically a mix of coursework, projects, and examinations. Doctoral awards include a thesis or dissertation and an oral examination. Details sit in the programme specification and module outlines.
Will this award be recognised where I live?+
Recognition of the award for local employment, professional licence, or ministry attestation is decided by your employer or regulator. Durham University publishes verification pages for certificates. We do not claim automatic equivalence in every country.
How do I apply?+
Start an application on this website. Progress is saved from the first step. Admissions: admissions@durhm.co.uk.
