Digital Marketing and Business Analytics

BA (Hons)
Man waving hands in front of a video call on a laptop

Robert Gordon University offers the only BA (Hons) Digital Marketing and Business Analytics degree in Scotland and equips you with the ability to design, manage and deliver analytics projects within a digital marketing context. You will gain the knowledge, creative and technical skills required to succeed in the increasingly digital and analytics-driven marketing environment.

You will have the opportunity to actively participate in digital marketing and analytics industry projects, such as the Digital Marketing Agency and Business Analytics Project, where you will apply strategic digital marketing and analytics solutions to solve real-world briefs.

This course shares a common first year with BA (Hons) Digital Marketing. At the end of first year you can choose to study BA (Hons) Digital Marketing or BA (Hons) Digital Marketing with Business Analytics.

This course has one study option

Mode of Attendance

  • On Campus

Mode of Study

  • Full Time

Start Date


Course Length

4 years

Year 1

The common first year will develop your fundamental knowledge and understanding of digital marketing, business analytics, communications and business environments. Specific technical and professional skills will be gained such as creating digital media, marketing content across a range of platforms appropriate to industry and gain hands on experience of data management and visualisation. You will choose to follow BA (Hons) Digital Marketing or BA (Hons) Digital Marketing and Business Analytics before entering Stage 2.

Year 2

In specialist business analytics modules, you will continue to develop your understanding and ability to apply data analytics to business problems and gain experience of programming language Python. Brand management, integrated marketing communications, public relations and digital filmmaking are explored across different contexts including consumer, third sector, internal communication, and external affairs.

Year 3

You will have the opportunity to complete a six-week, twelve-week or year-long professional placement, a Study Abroad experience or taught-on campus route, offering you flexibility to tailor your studies to your own interests and careers aspirations. You will take increasing responsibility for decision-making while working with live clients and develop your strategy planning skills.

Year 4

You will develop your leadership and management skills through live project work as well as develop a specialist understanding of contemporary tools and approaches through modules relating to database management, search marketing and social media marketing. The Research Project is a self-selected piece of work that allows you to apply critical thinking and analysis in a live context.



Modules and delivery order may change for operational purposes. The University regularly reviews its courses. Course content and structure may change over time. See our course and module disclaimer for more information.

Detailed module information

Learning Methods

You will engage with the course through online and on-campus learning materials, lectures, tutorials, industry-led workshops and live client projects. These comprise of a mix of group study, discussion, simulation and presentations of findings by teams and individuals.

The course operates a ‘Digital Marketing Agency’ across Term 1 of your final two years of study. In Year 3, you will work on live-client projects for fourth year students within the construct of a ‘Digital Marketing Agency’. In Year 4 you will deliver the more complex and strategic aspects of the task, whilst demonstrating the ability to lead and manage your degree-level counterparts.

Access to our virtual learning environment, CampusMoodle, is also provided giving you access from home to learning materials (including videos, e-books and journals).

How long is a BA (Hons) Digital Marketing and Business Analytics course?

A Digital Marketing and Business Analytics degree can be successfully completed in 4 years, in which the opportunity to receive the necessary skills are obtained.

Activity Summary

Year 4

  • Lectures - 6 hours per week
  • Seminars - 20-30 students per group, 1 hour per week
  • Tutorial - 20-30 students per group, 1 hour per week
  • Project Supervision - 4-6 students per group, half an hour per week
  • Practical class or workshop - 20-30 students per group, 2 hours per week
  • Independent Study - 20-25 hours per week
  • External Visits - 30-40 students per group, 6 hours per semester

Independent Study

In addition to lectures and tutorials, you will spend approximately 20 - 25 hours per week outside of the class working on your own. This involves activities, such as prescribed reading, preparing for tutorial assignments, team meetings and researching and writing course assignments.

Staff Delivering on This Course

All staff teaching on the course have significant teaching experience in their specialist areas, with their expertise underpinned by research.

Additionally, staff have relevant practitioner experience in areas including digital marketing, public relations, advertising, marketing, digital media, editing and journalism, which helps to underpin the delivery of the courses in terms of practical examples and case studies. Such contacts in the industry also provide useful links with regards to guest speakers, student company visits and the organisation of live client projects – all of which play an important role in the course.

Many have featured in the annual Support and Teaching staff with Appreciation and Recognition (STAR) awards voted by the students and organised by RGU:Union.


Typically students are assessed each year:

Year 1

  • 1 report
  • 5 portfolios
  • 1 oral assessment

Year 2

  • 1 report
  • 6 portfolios
  • 1 group critique

Year 3

  • 3 reports
  • 2 portfolios
  • 1 project output
  • 2 oral assessments

Year 4

  • 2 reports
  • 1 dissertation
  • 3 portfolios
  • 2 project outputs


We aim to provide you with feedback within 20 working days of hand-in for all written exams, coursework and practical exams.


Academic Support

The Inclusion Centre advises and supports students who disclose a sensory or mobility impairment, chronic medical condition, mental health issue, dyslexia and other specific learning differences. Applicants are encouraged to arrange a pre-entry visit to discuss any concerns and to view the facilities.

Online Learning & Support

All undergraduate and postgraduate students, whether you are learning on campus or by online learning, benefit from using our collaborative virtual learning environment, CampusMoodle. You will be provided with 24/7 online access to your learning material and resources, along with the ability to interact with your class members and tutors for discussion and support.

Study Skills Support

The Study Support Team provides training and support to all students in:

  • Academic writing
  • Study skills (note taking, exam techniques, time management, presentation)
  • Maths and statistics
  • English language
  • Information technology support

Library Support

The Library offers support for your course, including the books, eBooks, and journals you will need. We also offer online reading lists for many modules, workshops and drop-ins on searching skills and referencing, and much more.



In Year 3, you will have the invaluable opportunity of undertaking a six-week, twelve-week or year-long placement where you will gain practical experience in an area of individual choice within the analytics, communication and media industries. You can choose to source your own placement or access our Placement Office, who will support you in sourcing and validating a suitable position.

Previous placement companies in the field of marketing communications include Saatchi & Saatchi in London, BBC Scotland, Weber Shandwick, Evening Express, Wood Group, Aberdeen & Grampian Tourist Board, The Scottish Rugby Union press office, The National Trust for Scotland press office and The Big Partnership.

Study Abroad

In Term 1 of Year 3 there is a unique opportunity to study abroad with our partner universities in Europe and across the globe.

Job Prospects

The digital and data economy have been recognised as a key area of growth and strategic importance to the Scottish, wider UK and international economy and as such it is not surprising that the job prospects leading from BA (Hons) Digital Marketing and Business Analytics are significant.

The course will prepare you for a range of business analytics and digital marketing careers in a variety of industries including Analytics, Marketing and Communications, PR, Technology, Tourism, Oil and Gas, Professional Services, Public Sector, Private Sector, Finance and Hospitality.

Is Digital Marketing and Business Analytics a good career choice?

BA (Hons) Digital Marketing and Business Analytics graduates of Robert Gordon University can go to on to pursue the following careers:

  • Business Analyst
  • Data Manager
  • Data Scientist
  • Analytics Associate
  • Insight Analyst
  • Digital Marketing/Data Executive
  • Digital Marketing Manager
  • Digital Marketing Analyst

What is needed for a BA (Hons) Digital Marketing and Business Analytics degree?

Standard Entry Requirements

  • SQA Higher: BBBC
  • GCE A Level: BCC 
  • Irish Leaving Certificate Higher: H2H3H3H3 
  • IB Diploma: 27

Minimum Entry Requirements

The minimum entry requirements for widening access applicants are:

  • SQA Higher: BBC/BCCC

Alternative Qualifications

We welcome applications from those with equivalent qualifications to those stated, including SVQs/NVQs, access programmes and overseas qualifications. Applications from students with non-standard qualifications or work experience will be considered on an individual basis.

Applicants from Partner Colleges

A relevant HNC or HND from one of our partner colleges will be considered for entry into Year 2 or 3.

Applicants from Foundation Pathway Providers

Entry to year 1 or year 2 may be possible for students who have completed a Foundation Certificate or Foundation Undergraduate Pathway programme, from an approved UK provider, at 60% or above. For courses which require a specific subjects match, such as English or Maths, these would need to provided in addition to the Pathway Programme Certificate or result.

Advanced Entry

All other applicants who are interested in applying for advanced entry will be considered on an individual basis.

International Students

International students who do not meet our direct entry requirements for this course can gain additional entry points through our International College at Robert Gordon University.

English Language Requirements

Applicants whose first language is not English should have an IELTS of 6.0 overall, with no component lower than 5.5, or an equivalent.

We accept a variety of in-country and secure English language tests, find out more:

Please note, some courses may require a higher standard of English than stated in this page. Contact further information.


For Academic Year 2022/2023

  • Scottish/EU Students - £1,820 per academic year
  • Rest of UK Students - £5,000 per academic year
  • International Students - £14,000 per academic year

Additional Costs

The following course-related costs are not included in the course fees:

Student Funding

If you are a Scottish resident you are not liable to pay fees and should apply to SAAS for funding.

Students from other parts of the UK should visit the appropriate website:

Scholarships and Financial Awards

You may also qualify for a scholarship or financial award:

Widening Access Accommodation and Welcome Pack Offer

If you are applying to RGU for September 2022 and meet widening access criteria, you may qualify for free accommodation in your first year of study, along with our welcome pack to support your transition to university. Find out if you are eligible:


For new intakes course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter.  For further information see:


Have a question about the course? Get in touch with our Student Admissions Service and we'll do our best to help.

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Taking this course, you will have access to some of the world's best facilities.

We've invested more than £100 million in the development of our campus, new facilities and new resources.

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