BA Digital Marketing

Course Insight

Internet has become an indispensable part in our lives and has much more to offer in the years to come. May it be research, education or business promotion in every field, the internet serves to every need. Take a look at the following video and it will become clear why a degree in Digital Marketing will make you a valuable asset for a business in the upcoming future . . .

The Digital Marketing major focuses on the development of effective marketing plans that promote entertainment within a dynamic digital environment. The program takes an integrated approach to digital marketing, through a combination of hands-on exercises, case analysis, and current industry research. Students will explore how to coordinate marketing initiatives across online and offline channels and between Desktop and Mobile audiences. In addition, they will acquire an understanding of the tools and techniques required to create a digital marketing plan and manage their own professional presence online.

Course Aims

The student who graduates with a major in Digital Marketing should be able to:

  • Understand the scope of digital marketing and how it integrates within business and marketing
  • Assess various digital channels and understand which are most suitable towards an idea or solution
  • Recognize the fundamentals of a digital marketing campaign, and be able to apply them in order to achieve a marketing objective for his/her organization
  • Be familiar with the principles of putting together a good digital strategy
  • Work out how to best manage the process of building a website
  • Aware of the process of buying online media and the options available
  • Know how to use social media as part of his/her strategy, and take advantage of hints and tips around the various platforms
  • Comprehend how search works, and how to use paid and organic search in conjunction
  • Best practice email marketing and know how to manage deliverability and reputation
  • Acquainted with the latest facts and figures around mobile use and how it’s changing the online landscape
  • Knowledgeable about new and emerging technologies which are likely to impact marketing in the future

Course Content

The programme is delivered within a modular scheme.

The 1st Year provides an introduction to digital marketing related areas and subjects which students are going to build upon during the next years of the program. The various components of Digital Marketing are in focus in this initial year of studies, so that they can be well understood individually, before students need to look at them as a knot, a combination of various parts into one unique science – Digital Marketing.  Among the essential courses covered are Marketing, Introduction to business, Introduction to Social Media and Digital marketing, Modern PR and Mobile Advertising, Information Systems Technology, Consumer Behaviour.

The 2nd Year gets deeper into actual digital marketing matters in the areas of e-mail marketing, web analytics, data mining, web design and reporting, digital branding, and even content development for Social Media and Search Engine Optimization (SEO), Communication Technology, Interactive Media, New Media Distribution channels. Digital campaign user requirements analysis and development is a core course also studied in this 2nd year of the Programme.

The 3rd Year concentrates more on the strategic business management part of Digital Branding, or, how to best cope with the non-technical aspect of Digital Branding business. Some major business courses covered in this year are Internet Marketing Research strategies, Business strategy, Economics, Accounting, Advertising, E-business planning, and Small Business Enterprise among others.

The 4th and final year improves students’ strategic business knowledge by offering them opportunity to study Business Law and Digital Entrepreneurship, as well as Project management – courses bringing knowledge vital for the management of any Digital Campaign. Students are also given the opportunity and obligation to write their final project, which apart from challenging their overall knowledge and creativity, also gives them a chance to apply the skills they have gained while on the programme.  The cycle of Digital Marketing studies concludes with Digital Marketing Audit and Global e-Novation Marketing – two summary courses that in fact represent the essence of the whole programme.

Assessment

The teaching team uses a range of learning strategies and assessment methods, including case studies, presentations, purpose-written learning materials, coursework and examinations. The diversity of the students’ backgrounds provides a dynamic environment for all the participants to share experiences

Careers

Our graduates can be employed as: Digital marketing experts, Online marketing specialists, Digital media managers, SEO specialists, Marketing Analytics specialists, Content marketing specialists, Digital commerce marketing specialists, Web marketing professionals, Marketing web analysts and many more.

Course Structure

Semester 1 Weekly Hours Credits
BF101: Introduction to Business 4 7.5
BF102: Marketing 4 7.5
ENG101: Professional Writing 4 7.5
DM101: Introduction to Social Media and Digital Marketing 4 7.5
Semester 2
BF305: Introduction to the Internet and e-Business 4 7.5
BF402: Information System Technology 4 7.5
BF204: Marketing Intelligence and Consumer Behavior 4 7.5
DM102: Modern PR and Mobile Advertising 4 7.5
Semester 3
DM201: E-mail Marketing Principles 4 7.5
DM202: Digital Campaign User Requirements Analysis and Development 4 7.5
DM203: Web Analytics, data Mining, and Key Performance Indicators for Social Media 4 7.5
DM204: Fundamentals of Web design and Applications for Social Media 4 7.5
Semester 4
DM205: Digital Branding 4 7.5
DM206: Content development for Social Media and Search Engines Optimization (SEO) 4 7.5
DM207: Communication Technology and Contemporary Society 4 7.5
DM208: Interactive Media and New Media Distribution Channels 4 7.5
Semester 5 Weekly Hours Credits
BF104: Introduction to Accounting 4 7.5
BF207: Business Strategy 4 7.5
DM301: Business in the Media and Entertainment Industries 4 7.5
DM302: Internet Marketing Research Strategies 4 7.5
Semester 6
BF105: Introduction to Economics and the Business Environment 4 7.5
DM303: Display Advertising 4 7.5
BF404: Small Business Enterprise 4 7.5
BF406: E-business Planning and Implementation 4 7.5
Semester 7
BF202: Business Law 4 7.5
BF304: Managing Communications, Knowledge and Information 4 7.5
BF401: Research Methods 4 7.5
DM401: Digital Entrepreneurship 4 7.5
Semester 8
BF405: Research Project 4 7.5
BF407: Project Management 4 7.5
DM402: Digital Marketing Audit 4 7.5
DM403: Global e-Novation Marketing 4 7.5
Course Title: Digital Marketing (4 Years, plus an Optional Foundation Year, Bachelor of Arts)
Course Duration: 4 years
Class Mode: Morning or Evening – Full time
Class Times: Mon-Fri 09:00-13:00 and 18:00-21:50
Period duration: 50 minutes
Course Leader: Dr. Demetris Kyriakou
Lecturers: Sylvia Dolapchieva, Stella Stylianou, George Roushas, Robert Georgiades, Demetris Kyriakou, Christos Demetriou, Veronica Michaelides, Michael Kyriakides, Filippos Filippou, Thrasos Neratzis
Language of Instruction: English
Entry Requirements: Secondary School diploma or Foundation Certificate/Diploma Equivalent
Minimum Age of Entry: 18 before 31st Dec (of application year)
Graduation Requirements: All 120 Credits are required to obtain this qualification.
Title Award: Bachelor of Arts in Digital Marketing

Students’ Admissions Criteria

Ledra college accepts students regardless of gender, color, race , religion , disability , or national origin. The student admission criteria at Ledra College are examined by the Academic Committee. These have been established to determine whether the students can be placed in the appropriate programs that have expressed interest, depending on their qualifications, in order to fulfill their academic goal successfully.
Each student must be a graduate from a six – grade secondary education school or equivalent qualification. The admission of new students takes place twice a year. In September and October for the Fall semester ( A) and in January – February for the Spring semester ( B ). Applications for admission to Ledra College can be also submitted at the beginning of the Summer Semester ( June) , especially for students who are interested to attend intensive preparatory programs of English Language. Applicants must meet one of the following criteria :
1. Certificate of a six – grade secondary education school.
2. Certificate of twelve -year attendance with satisfactory performance ( 15/20 ) or equivalent for foreigners according to the country of origin .
3. Certificates G.C.E. examinations (5 O Level 2 A Level).
4. Any other certificate or qualification the Academic Committee deems equivalent to Certificate of a six – grade secondary education school.
5. The equivalent certificates are discussed and documented accordingly by the Academic Committee .
In any case that a student does not have the specific educational level, the College offers the opportunity to be part of foundation courses.

The course language at Ledra College is English. An applicant whose native language is not English has to present proof of knowledge of written and spoken English as the TOEFL grade of 500 or G.C.E O.L. or any other equivalent certification. Otherwise, the candidate will have to attend a qualifying examination of the College. If a student fails the qualifying examination will then be placed in the corresponding Preparatory Year of the field of study for which is registered .

In the case of Cypriot students, high school diploma is considered satisfactory qualification only if the degree in the English language course starts 16 out of 20 ( 16/20). If the level is between 14-15 / 20, then he is required to follow the English course offered and taught in the field of study for which they have expressed interest.

Foreign Students

In the case of foreign students, residence permit will be issued to foreign students by the time they meet the admission criteria. All necessary registration forms must be enclosed in an envelope and sent to the Admissions Office at least one month before the start of the semester. In order for the Foreign students to obtain a visa must submit to the Immigration Officer all the necessary documents. Completed application forms , documents, fees and guarantees must arrive at the applications office before August 31 for the fall semester and before December 20 for Spring Semester. The application form must be accompanied by the amount of € 150 as a right of application and which is non-refundable. Applicants who hold other academic qualification must present certified copies of their academic qualifications. In cases where academic qualifications are not in English they must be accompanied by an official or certified translation in English.

Applicants whose native language is not English will need to take a written examination set by the college. For candidates, who have a diploma of English (minimum TOEFL 500 or Grade C or hold a G.C.E.O. Level) will be exempt from the written examination and will be placed in the field of study for which they have expressed interest.
Foreign students should have a diploma with an overall grade of at least 50/100 and a degree in English language at least 50/100or a diploma with an overall grade of at least 50/100 and with a minimum level of knowledge the IELTS exam with a grade of at least five ( 5 ) or equivalent examination.
The term “equivalent examination” includes the attendance of at least one year of higher education program in English language field of study in the foreign student’s home country. Students who meet the above criteria are not eligible to enroll in preparatory programs (foundation courses). In the preparatory programs can attend only the candidates who collect score 50% or more in their Leaving Certificate but have not passed the English tests described above.

For foreign students of approved courses offered by the ISTE with the method of franchising / certification (franchise / validation) the academic admission criteria of their origin country are required.

Students studying in another Higher Education Institution and wish to transfer to Ledra College have to present at the admissions office the following documents:
1) Application for transfer
2) Academic Transcript
3) Description of the subjects who attended at their Institution
4) In case of foreign students, the approval of their transfer is finalized upon the migration officer.
The course language at Ledra college is English. An applicant whose native language is not English has to present proof of knowledge of written and spoken English at the TOEFL grade of 500 or G.E.O.L or any other equivalent certification. Otherwise, the candidate will have to attend a qualifying examination of the College
Each case of student transfer depends on his/her grades and the institution from which the student attends.