Digital Marketing

Digital marketing has become one of the most dynamic and commercially consequential fields in business, encompassing everything from search engine optimisation and social media strategy to data analytics, content creation, and the management of complex multi-channel campaigns. At Robert Gordon University, the BA Digital Marketing is a four-year full-time programme that includes a sandwich year and work placement. It is the only BA Honours Digital Marketing available in Scotland, and it is designed to provide the knowledge and skills needed to design, deliver, and evaluate digital marketing strategies and campaigns across the full range of digital channels and formats.

The programme develops both the technical and the strategic dimensions of digital marketing. You will learn how digital channels work and how consumer behaviour in digital environments differs from traditional media, alongside the analytical skills needed to measure and optimise campaign performance using data. Content strategy, SEO and paid search, email marketing, social media management, programmatic advertising, and the use of marketing technology platforms are all part of the curriculum, as is the broader strategic marketing thinking that determines which channels and approaches are appropriate for different organisations and audiences.

The sandwich year gives you direct professional experience in the industry, applying your skills in a real marketing environment and building the professional networks that support career entry.

Digital marketing is one of the highest-demand areas in the graduate jobs market, with roles available across virtually every sector of the economy. Digital marketing manager, SEO specialist, content strategist, social media manager, PPC analyst, marketing data analyst, and digital campaign manager are among the most common job titles accessible to graduates of this programme. The professional experience gained during the sandwich year and placement is particularly valuable in demonstrating practical competence alongside academic qualification.

Some graduates go on to postgraduate study in marketing, data analytics, or business, while others develop their expertise through professional certifications in specific digital marketing disciplines. The combination of strategic thinking and technical skill that the programme develops is a durable and highly marketable qualification.