DIGITAL MARKETING, ADVERTISING AND COMMUNICATIONS Foundation Degree Higher Level Apprenticeship

Level 5
Higher Level Apprenticeship
Banbridge Campus
The Open University

Overview

The Digital Marketing, Advertising, and Communications Foundation Degree is designed to provide students with a strong foundation in the rapidly evolving field of digital marketing and communications. This degree focuses on equipping students with the knowledge and skills necessary to succeed in the digital advertising and communication industry.

Throughout the course, students will explore the core principles and practices of digital marketing and advertising. They will study subjects such as marketing strategy, consumer behaviour, branding, market research, and digital analytics. Students will gain insights into the various digital marketing channels, platforms, and tools used to reach and engage target audiences effectively.

Digital advertising and media planning are key components of the programme. Students will learn to develop integrated advertising campaigns across various digital channels, such as search engines, social media, display advertising, and video platforms. They will explore targeting and segmentation strategies, ad copywriting, creative design, and media buying. Students will also gain an understanding of ad campaign measurement and optimisation techniques.

The programme also covers the role of communications in digital marketing. Students will study topics such as brand communication, content marketing, and social media management. They will learn to create compelling and engaging content, manage online communities, and build brand reputation through effective communication strategies. Students will also explore the ethical considerations and legal aspects of digital marketing and advertising.

In addition to digital marketing and advertising, the programme covers broader business and marketing principles. Students will gain an understanding of marketing management, market research, marketing communications, and strategic planning. They will explore the impact of technology on marketing and the integration of digital strategies within the overall marketing mix. Students will also develop skills in data analysis, reporting, and data-driven decision-making.

This course is expected to run as a Higher Level Apprenticeship (HLA) for 13 hours per week (delivered in 1 full day in College with of face to face and online delivery) over 2 academic years.

Throughout the course, students will be supported by experienced faculty who are experts in their field. They will benefit from a supportive learning environment that encourages creativity, innovation, and the application of digital marketing principles in real-world scenarios.

There is an emphasis on the practical skills required by industry to enhance employability prospects. These practical skills will be developed through workshops based on an ever-changing digital toolkit and application of such skills and knowledge through meaningful work experience with relevant organisations.

Further information on Open University regulations can be found at this link or below.

SRC HE Attendance Guidelines

SRC OU Admissions Guidelines

SRC OU Assessment Handbook

SRC OU Extenuating Circumstances Procedures

SRC OU RPL Guidelines

SRC OU Regulations for Validated Awards

SRC Student Protection Plan

The over-riding consideration in admitting applicants to the course, is evidence that the learner or apprentice is likely to be able to complete the course satisfactorily.

Attendance at Individual or Group Pre-Entry Advice Sessions (IPEAS and GPEAS) may be required. These interviews may take place either on campus, via telephone or video call (Microsoft Teams) and will play an important role in the selection of all courses.

Applicants must be at least 18 years of age on or before 1st July in the year of proposed entry to the course.

Applicants should normally have obtained a minimum of 64UCAS points achieved through the completion of A-Levels, National Awards, Access or other alternative approved level 3 qualifications.
Applicants must have attained at least 15 points at Level 2 or above (e.g. GCSE) or have alternative approved qualifications. In addition, applicants must provide evidence of competence in written and spoken English Language.
For those entering a Higher Level Apprenticeship (HLA), employers may further enhance the entry criteria at their discretion. All applicants for HLAs will be interviewed by prospective employers to decide their suitability prior to being employed by a company. Each applicant must be employed or be about to take up permanent paid employment as an apprentice, or be an existing employee moving to a new job role, with a Northern Ireland based company. All apprentices must work a minimum contract of 21 hours per week (which includes time for ‘off-the-job’ training) and have achieved all necessary entry qualifications determined by the relevant sector. Applicants need to meet other eligibility considerations, for example you may not be eligible if you are a non-EU national, a public sector worker or based on the qualifications you have previously been awarded. Further details can be found at NI Direct.

The College’s Admissions Policy reflects the expectations of the UK Quality Code May 2023. Please note that applicants progressing to higher education courses at Level 4 and above in the College or UK Universities may require a specific GCSE/A-Level profile. In some cases, the Essential Skills in Literacy and Numeracy may not be a suitable alternative to a GCSE. The list of acceptable qualifications for equivalency to English and mathematics for Ulster University is available from the following link: https://www.ulster.ac.uk/apply/entrance-requirements#eng. It is the responsibility of the applicant to check each University’s progression requirements before enrolling on a course at the College.

To find out more about the application process for Higher Level Apprenticeships please see Information on Higher Level Apprenticeships.

Applicants who do not meet the criteria outlined above but have evidence of substantial knowledge or relevant industrial experience and skills, which has not been formally assessed, should refer to the College’s Accreditation of Prior Experience and Learning (APEL) Procedure.

For further detail on our entry requirements please review our Admissions Policy & Criteria.

Year 1 modules include:

Essentials of Digital Marketing Communications
Digital Advertising Toolkit
Creative Communications
Interpersonal Communication Skills
Foundations of Brand Management
Events Advertising and Management

Year 2 modules include:

Digital Disruption and Innovation
Digital Content, Advertising and Ethics
Professional Practice 1
Digital Customer Experience
Digital Performance and Analytics
Professional Practice 2

Students will be assessed on a regular basis throughout the programme, using a range of appropriate assessment methods which include:

Written assignments
Exams
Projects
Practical assignments
Case studies
Presentations
Live briefs

This Higher Level Apprenticeship is FREE, fully funded by the Department for the Economy.

The Foundation Degree provides a pathway for students to enter the digital marketing and advertising industry or continue their studies at a higher level such as SRC's level 6 higher level apprenticeship top-up degree in digital marketing, advertising and communications.