University of Exeter launches new Degree Apprenticeship for digital marketing
The University of Exeter has become the first in the Russell Group to launch a Degree Apprenticeship to support digital marketers.
Designed in collaboration with industry experts, the BSc (Hons) Digital Marketing Degree Apprenticeship will offer an ‘earn-while-you-learn’ route that combines work-based practice with online and in-person teaching.
Apprentices are salaried employees while completing the three-year qualification, and have the opportunity to apply their learning directly to live digital work. Tuition fees will be paid by employers with funding available through the government apprenticeship levy.
The unique programme responds to a critical need in the digital economy for marketers who can keep pace with rapid technological change, think critically about data and platforms, and lead confidently in evolving digital environments.
Professor Jane Milling, Head of the Department of Communications, Drama and Film, said: “This programme reflects our commitment to innovative, inclusive education that connects academic excellence with real‑world practice and opportunity. We are excited to be the first Russell Group academic institution to offer a Digital Marketing Apprenticeship.”
The Degree Apprenticeship has been intentionally designed around adaptability, offering a deep understanding of digital marketing principles, audience behaviour, metrics and ethics – all skills that remain relevant even as platforms, interfaces and algorithms evolve.
“Digital marketing changes faster than almost any other discipline,” said Hazel Beevers, Strategic Marketer and co‑developer of the programme, alongside Professor Anna Kiernan. “As well as building critical thinking and confidence for a fast‑changing industry, this programme opens access to a degree‑level education without the barrier of tuition fees.”
Delivered over three years and taught primarily online, the programme combines research‑led teaching, live workplace learning, and in‑person workshops with industry experts. Apprentices graduate with a full honours degree and professional accreditation opportunities with the Chartered Institute of Marketing (CIM) (subject to validation).
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. Emphasis is placed on reflective practice, ethical decision‑making and self‑directed learning – essential skills for long‑term success in the digital marketing profession.
“By combining Russell Group academic excellence with real‑world application, the University of Exeter aims to develop a new generation of forward‑thinking digital marketers,” says Professor Kiernan. “We want to nurture professionals who can not only respond to change, but help shape it from within their organisations.”
More information about the University’s portfolio of Degree Apprenticeships can be found on the website.
