Digital Marketing and Strategy

Digital marketing and strategy addresses the principles and practices that organisations use to reach, engage and retain customers through digital channels. It is a discipline that combines the analytical, creative and strategic dimensions of marketing, applied to the rapidly evolving landscape of search, social media, content, email, e-commerce and data-driven advertising. Understanding how digital platforms work technically, how consumer behaviour plays out online, and how to allocate budgets and measure outcomes across multiple channels are all central to what the discipline covers.

Strategy, the capacity to make and evaluate high-level commercial decisions about positioning, audiences and channels, provides the framework within which the practical digital skills operate.

At the University of East Anglia, you will study this three-year full-time programme in a business and management school with a strong research culture. The programme develops both your technical understanding of digital marketing tools and your strategic thinking about how digital activity connects to broader business objectives. UEA's location in Norwich gives you access to a dynamic regional business community, and the programme is designed to connect learning to real-world commercial contexts.

The typical entry tariff is around 120 UCAS points.

You will study digital consumer behaviour, search engine optimisation and paid search, social media strategy and management, content marketing, data analytics and marketing measurement, e-commerce, brand management and the ethics and regulation of digital marketing. The programme likely includes project and case study work that requires you to develop and evaluate digital marketing campaigns, building a portfolio of strategic and practical work.

Graduates of digital marketing and strategy programmes are sought across virtually every sector of the economy, since effective digital marketing is now a requirement for organisations of all sizes. Career paths include digital marketing management, social media strategy, content marketing, paid media and performance marketing, e-commerce management, SEO, CRM and marketing analytics. Many graduates work in marketing agencies and in-house marketing teams for brands, retailers, publishers and public sector organisations.

Postgraduate study in marketing, business, communications or data analytics is available for those who want to develop specialist expertise.