Undergraduate Course

Artificial Intelligence in Digital Marketing

BSc (Hons)*

 * This course is subject to validation 

Course details

Study options


UK fee

£9,250 per year (2024/25)

International fee

£14,900 per year (2024/25)

UCAS points

112 (September 2024 entry)

UCAS code


Course level



BSc (Hons)

Start date



Kedleston Road and Markeaton Street, Derby Campus

Artificial intelligence and machine learning is now used by all marketers in almost every aspect of their work. Whether predicting customer behaviours, automating targeting, or enhancing bespoke mass communications, AI is at the heart of modern marketing. This course will place you at the forefront of the industry and our graduates will be thought-leaders in this emerging and exciting sector.

The modern marketing toolkit utilises AI for content personalisation, predictive analytics for customer insights, and targeting decisions. Using machine learning, the customer journey can be mapped and predicted, and the customer experience is bespoke and enhanced even when dealing with massive customer databases. Dynamic content can change in line with a million or more customer touchpoints to provide an ever-changing automated engagement tailored to the individual.

This course will position you at the cutting edge of this graduate job market. You’ll graduate with the skills, knowledge and expertise to maximise the opportunities this new technology will provide for the digital marketing sector. 

10%of vehicles will be driverless by 2030Forbes 2022
1millionUsers on ChatGPT within the first five days of its releaseForbes 2022
64%of businesses expect AI to increase productivityForbes 2022

Developing your understanding

On this degree, you will study the mathematical and programming foundations of AI, as well as the practical analysis of the data generated by AI tools. You will understand how to use, apply, and manipulate current AI tools and explore contemporary issues in AI application. As well as learning how to plan, implement, and monitor marketing activity which will ensure a business is successful and profitable.

The rising popularity of companies using technology to aid their success means that this course will equip you with the knowledge, confidence and skillset to shape organisations’ marketing strategies in the modern world.

Industry connections

The University has strong connections with industry, so we’ll support you to find hands-on experiences through internships and placements.

You have the option to take a placement year between years two and three. This will give you substantial experience as well as insight into the careers available to you once you graduate. You’ll also gain confidence and improve your success and progression in jobs.

You will also have the chance to study a semester abroad to gain additional experience of living in a different country.  

An abstract image of computer coding over a city.

Exciting facilities

You’ll be taught in a range of creative spaces including:

A male student using the VR cave

Data Science Research Centre

The Data Science Research Centre (DSRC) is based in the University’s STEM Centre at Markeaton Street. It features high-performance computing facilities and a state-of-the-art Data Visualisation Laboratory. The centre aims to play a leading role in the region and nationally in research.

Find out moreFind out more

What you will study

Our teaching methods will be varied, interactive and engaging. You will take part in:

How you are assessed

Instead of exams, a variety of assessment methods are used. Some modules are assessed through coursework only, others by a combination of: 

Please note that our modules are subject to change - we review the content of our courses regularly, making changes where necessary to improve your experience and graduate prospects.

Kedleston Road, Derby Campus entrance

Undergraduate Open Days

The best way to find out if studying at Derby is right for you is to experience an Open Day. Get a feel for the city and campus, tour our first-class facilities and see where you could be living.

Book your Undergraduate Open DayBook your Undergraduate Open Day

Entry requirements

2024 entry

These are the typical qualification requirements for September 2024 entry. Contextual offers may apply to students who meet certain criteria.

RequirementWhat we're looking for
UCAS points112
GCSEGCSE Maths and English Grade 4/Grade C (or above) or equivalent qualification
Access to HEN/A

English language requirements

IELTS: 6.0 (with at least 5.5 in each skills area)

Fees and funding



£9,250 per year



£14,900 per year


Further information about our fees and support you may be entitled to.

Additional costs and optional extras

How to apply

Please look at our application deadlines before you apply.

UK students

If you are in Year 13 and applying for a full-time undergraduate course (including our joint honours courses), we recommend that you apply through UCAS.

Apply through UCAS

If you are applying to study part-time, or already have your qualifications, or wish to join at Year 2 or 3, you should apply directly to the University.

Apply directly to the University


There is a huge range of job opportunities in marketing and related sectors, as well as up and coming roles for AI.

Contact us

If you need any more information from us, eg on courses, accommodation, applying, car parking, fees or funding, please contact us and we will do everything we can to help you.

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† Additional information about your studies

3 years

Additional costs and optional extras

We’re committed to providing you with an outstanding learning experience. Our expert teaching, excellent facilities and great employability prepare you for your future career. As part of our commitment to you we aim to keep any additional study costs to a minimum. However, there are occasions where students may incur some additional costs.

The information provided on this page is correct at the time of publication but course content, costs and other individual course details do change from time to time and are updated as often as possible, so please do check these pages again when making your final decision to apply for a course. Any updated course details will also be confirmed to you at application, enrolment and in your offer letter.

Included in your fees

Please note: Our courses are refreshed and updated on a regular basis. If you are thinking about transferring onto this course (into the second year for example), you should contact the programme leader for the relevant course information as modules may vary from those shown on this page.

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