Course content
Delivered over three years and taught primarily online, the programme combines research-led teaching, live workplace learning, and in-person workshops with industry experts, as well as the opportunity to gain professional accreditation with the Chartered Institute of Marketing (CIM).
The curriculum spans:
- data analytics
- user experience (UX) design
- content creation
- community building
- campaign planning
- ethics
- and the strategic implications of emerging technologies, including AI use.
The course content is iterative, starting with the foundations and principles of marketing, through to strategic theory and knowledge of every element of a digital campaign lifecycle, and finally with the opportunity to apply the skills, knowledge and behaviours learned on the course in a final campaign showcase.
Emphasis is placed on reflective practice, ethical decision making and self-directed learning - essential skills for long-term success in the digital marketing profession.
At the end of this course you will have the professional skills, tools and critical thinking required to not only respond to change, but help shape it from within an organisation – essential for the agile and fast-changing nature of digital industries.
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Entry requirements
The Digital Marketing programme has two entry routes:
- Application through A-Levels: Grades BBB or equivalent Level 3 qualification (see below), or:
- Application through experience: Before acceptance to the programme, applicants will be required to demonstrate relevant work experience in digital marketing, communications or cognate industries.
Applicants will also require a Maths GCSE qualification (Level 4/C).
Contextual applications are welcome.
| Qualification | Typical offer |
|---|---|
| A levels | BBB |
| IB | 30/555 |
| BTEC | DDM |
| T-level | Merit |
| Contextual offers |
BCC |
| Equivalences | View other grade equivalences |
Additional entry requirements
As an apprenticeship funding requirement, all apprentices aged 16-18 studying for a level 3 apprenticeship or higher are required to evidence achievement at level 2 in Mathematics and English before their gateway to endpoint assessment.
If the apprentice is aged 19+ when they begin their apprenticeship training, and they do not already hold a suitable equivalent qualification, English and / or maths is an optional part of the programme under the funding rules. However, L2 English remains a standard entry requirement for University of Exeter programmes.
Find out more about how we support Functional Skills.
Applicants must also have a valid and eligible residency status to gain entry onto the apprenticeship – please see the Department for Education website for further information.
How to apply
Selection to this programme is made by employers; candidates should already hold a post with the employer and continue working for them throughout the duration of the apprenticeship. The candidate should initially speak to their HR department and/or manager to gain sign-off to undertake this apprenticeship.
Once the employer agrees for the candidate to go on the apprenticeship, the candidate should then submit their application to the University.
If successful, applicants will be offered a place by the University of Exeter, and we will send further information about how to enrol as an apprentice.
Fees and Funding
Full programme cost: £21,000
This apprenticeship is entirely funded through an Employers’ Apprenticeship Levy. Your employer fully covers the cost of the apprenticeship; apprentices do not pay for any of the eligible training costs.
Employers must pay their apprentices a salary at least consistent with national legislation and cover the costs of the apprentice’s travel and subsistence to attend on-campus sessions.
Funding eligibility criteria
To be eligible for funding the apprentice must meet the criteria listed in the Department for Education guidance.
If you / your company are not eligible for levy funding, it can be commercially funded in full by your organisation.
The apprentice must have a valid and eligible residency status to gain entry onto the apprenticeship.
Learning and teaching
How you'll learn
This programme is delivered through an in-person induction, with the rest of the learning taking place online.
Delivered over four years, the programme is taught through:
- 4 x 15 credit modules and 2 x 30 credit modules in Year 1
- 2 x 15 credit and 3 x 30 credit modules in Year 2
- 3 x 30 credit modules in Year 3
- With one final 30-credit End Point Assessment (EPA) module in Year 4.
Approximately 20 per cent of an apprentice's contractual working time will be given over to study. Our model is designed to be flexible around the needs of apprentices and workloads.
The blended learning format incorporates:
- Online learning activities.
- Two work-based practice modules - applying learning to real challenges.
- Apprentices are allocated a workplace mentor within their organisation and an academic mentor to help ensure their successful completion of the programme.
Apprenticeship Standard
The University of Exeter's BSc (Hons) Digital Marketing has been designed to deliver the L6 digital Marketer standard. The apprenticeship standard is made up of knowledge, skills and behaviours that are demonstrated via a portfolio of evidence. The University will support you in completing your portfolio in partnership with your workplace. The modules will provide you with the skills and opportunities to apply systemic approaches and plan interventions at your home organisation.
Your future
Employer-valued skills
Digital marketing is a constantly evolving industry; as platforms, algorithms and technologies change and innovate. A key skill for any digital marketer is to be able to adapt, stay one step ahead of the trends, and think critically about the markers of success.
Throughout this course, apprentices will be encouraged to ask questions and critically evaluate the data they are presented with. Which metrics really matter when building an engaged online audience? How can we create ethical digital experiences? How can we grow and protect brand online identities?
On successful completion of this degree programme, apprentices will be creative, discerning digital marketers, able to lead others, make informed decisions and be an asset to their organisation.
Career paths
This digital marketing apprenticeship at the University of Exeter enables apprentices to gain a blend of real-world practical experience in digital marketing, delivered by Russell Group academics, helping them develop the skills, knowledge, and behaviours required of a seasoned digital marketer.
The apprenticeship prepares apprentices to lead campaigns and strategy, rather than simply executing them, opening up more roles in strategy and leadership.
With a Level 6 qualification, apprentices typically move into roles such as:
- Digital Marketing Executive
- Digital Marketing Manager
- Marketing Specialist (SEO, PPC, content, etc.)
- Campaign Manager
- PPC (Pay Per Click) Manager
- Performance Marketing Manager
- Growth Marketing Manager
- Marketing Analyst
- Digital Analyst
- CRO (Conversion Rate Optimisation) Specialist
- Content Marketing Manager
- Social Media Manager
- Brand Manager
- Digital Marketing Manager
- Marketing Director
- E-commerce Manager
- Marketplace Manager
Employer information
Delivery
This is a blended programme delivered over three years. The majority of teaching takes place online through lectures, seminars and practical workshops. This is complemented by:
- In‑person workshops with industry experts at the start of each academic year
- Structured workplace learning, ensuring academic study is directly applied to live business contexts
A full calendar of study commitments will be provided to employers ahead of the programme commencing, to help with planning the release of the apprentice to complete their learning.
Learning
This programme has been designed to meet the requirements of Skills England’s Digital Marketer (integrated degree) apprenticeship standard.
Apprentices will develop key skills and knowledge in data analytics, user experience (UX) design, content creation, community building, campaign planning, ethics and the strategic implications of emerging technologies, including AI use. They will also be assessed on the behaviours essential for a digital marketer, such as commitment to quality of work, responding effectively under pressure and communicating effectively with stakeholders.
This toolbox of skills, knowledge and behaviours will be essential to apprentices and employers in digital marketing roles.
Benefit to employers
Through this apprenticeship, employers can build in‑house digital marketing capability with the added advantage that apprentices remain productive employees throughout the programme. Learning is immediately applied to real projects, supporting measurable impact, workforce development and long‑term staff retention.
Apprentices will graduate with a Level 6 qualification, providing them with the skills to lead, strategise, and oversee campaigns within an organisation.
This course is designed to develop apprentices’ critical thinking, reflective practice and adaptability, so that upon graduation they’ll have both the professional and academic experience sought after by employers to drive impact within and beyond their organisation.
Funding
Training and assessment costs are funded through UK government apprenticeship funding, subject to the approved funding band: Levy‑paying employers use funds from their existing Apprenticeship Levy account. Non‑levy‑paying employers typically contribute 5% of training and assessment costs, with the government funding the remaining 95%, up to the maximum funding band. Salary, employment costs and any additional employer‑specific costs are paid by the employer.
If an employer wishes to pay commercially for this programme for an employee, please contact the Partnership Manager for more information. This programme cannot be self-funded by the learner.
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