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.
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.
Exciting facilities
You’ll be taught in a range of creative spaces including:
- Computer Lab - home to our specialist hardware facilities and software access, including Python, Visual Studio, Unreal Engine, Unity, Apache, PHP, MySQL, Azure Cloud Services and DirectX/OpenGL, as well as our data cave and Virtual Reality Suite
- New Business School – creative spaces in the modern Business School planning to open for the 2024/25 academic year
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.
Our teaching methods will be varied, interactive and engaging. You will take part in:
- Lectures and seminars — led by our own tutors as well as occasionally by guest speakers
- Practicals applying theoretical concepts in practical settings
- Individual and group-based practical assignments, such as creating advertising slogans, blogs, infographics, social media profiles, videos and
- TV commercials. Many of these will be for real company briefs
- Visits to exhibitions, trade fairs and companies
- Placements and internships
- Research projects
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:
- Coursework – which could incorporate individual assignments as well as group tasks
- Written reports and portfolios
- Assignments
- Case studies
- Online assessments
- Presentations
- Collaborative and interdisciplinary teamwork projects
- Computer testing and examinations
- Creative outputs such as infographics, short advertisements, films or bespoke projects for clients
Personal academic tutoring
Your personal academic tutor will work with you to help you get the most out of your time at university. Having someone to talk to about your academic progress, your university experience and your professional aspirations is hugely valuable. We want you to feel challenged in your studies, stretched but confident to achieve your academic and professional goals.
Find out more about personal academic tutoring
2024 entry
These are the typical qualification requirements for September 2024 entry.
may apply to students who meet certain criteria.
| Requirement | What we're looking for | | UCAS points | 112 |
| A Level | BBB-BBC |
| BTEC | DMM |
| GCSE | GCSE Maths and English Grade 4/Grade C (or above) or equivalent qualification |
| Access to HE | N/A |
English language requirements
IELTS: 6.0 (with at least 5.5 in each skills area)
2025 entry
These are the typical qualification requirements for September 2025 entry.
may apply to students who meet certain criteria.
| Requirement | What we're looking for | | UCAS points | 120 |
| A Level | BBB |
| T Level | Merit. T level in Science required. |
| BTEC | DDM |
| GCSE | N/A |
| Access to HE | A minimum of Distinction: 15 credits, Merit: 24 credits, Pass 6 credits. |
2024/25
| | Full-time | Part-time |
|---|
| UK | £9,250 per year | N/A |
| International | £14,900 per year | N/A |
Further information about our fees and support you may be entitled to.
How to apply
Please look at our before you apply.
There is a huge range of job opportunities in marketing and related sectors, as well as up and coming roles for AI.
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.
Contact us Contact us Teaching hours
Like most universities, we operate extended teaching hours at the University of Derby, so contact time with your lecturers and tutors could be anytime between 9am and 9pm. Your timetable will usually be available on the website 24 hours after enrolment on to your course.
Course updates
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.
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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