Digital Advertising Uncovered
Digital Video Production and Marketing
Salford School of Arts, Media and Creative Technology
In a nutshell
Did you know that 85% of businesses use video as a marketing tool? Video is no longer just one piece of an overall marketing plan – it’s a versatile and engaging content format that gives us a real-life picture of what’s going on. Our digital video production degree is designed to provide you with the tools you need to explore video marketing in a wide variety of contexts, from social media to ecommerce.
Our marketing and digital video production degree will give you the skills you need to create impactful video marketing campaigns, from audio production to composition, editing and staging. Right from the beginning, you’ll be using industry standard equipment and editing software to produce video products that can be used across a range of marketing and advertising channels.
What’s more, in the final year of your studies, you’ll have the opportunity to analyse a product, design a social marketing strategy for it and distribute content to promote it – all of which are skillsets that provide instant value in the professional workplace.
- Learn the theory and practice of video advertising, digital marketing and video production in a variety of contexts.
- Understand how to apply data creatively as evidence to support your approach to solving marketing problems.
- Gain the technical skills needed for filmmaking, video editing and influencer marketing for the purpose of advertising.
This is for you if...
You are passionate about creating video content to be used for a range of marketing purposes.
You have a keen desire to learn key filmmaking skills such as directing, producing and editing.
You have a creative mindset and want to launch a professional career in video production and marketing.
All about the course
Throughout this marketing and video production course, you’ll gain plenty of practical experience in designing and producing video content for a variety of brands. In your first year of study, you’ll produce your own short stories, rotating through a range of technical roles to develop your practical skills in camera, sound, editing and multi-platform delivery.
Alongside developing a strong understanding of the key creative processes involved in video production, you’ll also cover the principles of marketing and digital advertising, learning how to use video to effectively inform your strategy.
Designed to mirror industry practice, the final year of your marketing and digital video production course will be focused on conducting an in-depth study of a real-world product. You’ll produce professional content to use as part of your marketing and ecommerce advertising, employing analytical arguments to back up your decisions.
Want to find out more about our marketing and video production courses? Explore our course breakdown below to find out more about what each module involves.
Digital Advertising Uncovered introduces students to the current techniques and technologies of creative advertising for digital platforms. The module looks at current creative trends in advertising, particularly for digital platforms and introduces students to the practical, creative requirements of delivering advertising production – TV, digital, broadcaster VOD and other digital advertising formats. Digital Advertising Uncovered provides students with an overview of the ‘best in class’ of contemporary global advertising production and looks at that output through the lens of ‘purpose-driven’ advertising.
The module is delivered through a combination of lectures, seminars and practical classes. The syllabus explores the landscape in digital creative advertising in the 2020s and covers the best in creative advertising techniques for TV, broadcaster video on demand, YouTube, Facebook, twitter, TikTok, Snapchat, ecommerce websites and other platforms. The module is assessed through a written essay and a group project.
Data Analysis for Business
Data Analysis for Business develops quantitative literacy in students, including the ability to make numbers meaningful, focusing on conceptual understanding and recognising the demands for dealing with big data. The module provides students with a sound grasp of the fundamental concepts needed to use and interpret quantitative methods that are used to analyse business data and hence aid informed decision-making.
The module develops the concept of mathematical and statistical modelling in business, finance and economics, and develops the appreciation, that modelling can be more subjective than commonly assumed.
The module is delivered via formal lectures, and tutorials and employs problem-based learning. The topics covered include, numbers for communication; numbers for deduction and, numbers for planning. Assessment utilises real or realistic data and includes a mixture of computer-based questions, calculations, and interpretations with which to draw reasonable conclusions.
The aim of this module is to develop your practical skills in camera, sound, editing and multi-platform delivery. By producing your own short videos and rotating through a range of technical roles, you will gain a strong understanding of the key creative processes involved in video production.
Content Creation and Delivery
Content Creation and Delivery builds on the Video Production module, to equip students with the key skills they need to produce, direct and edit their own individual short videos with a bias towards advertising and digital advertising. The module provide students with an understanding of the creative and methodological production processes underpinning digital and social video formats in advertising/marketing and promotes teamworking and professionalism.
The module is delivered by a combination of lectures and seminars, complemented by weekly hands on practical learning exercises and tutorials. The syllabus explores how to create, develop and execute ideas in a contemporary media production environment. Through the analysis of a range of production methods and workflows, a context is provided for students to develop a story-based project that incorporates such elements as treatment development, pitching, research, story plot and themes. Building on their ideas of creative storytelling the module will develop and build projects that have collaboration at the centre. Assessment is through group project work.
Digital and Business Skills
The Digital and Business Skills module introduces a range of digital tools for academia and the workplace. Important business skills such as management, collaboration and teamwork are fundamental to the module. Regular engagement with online platforms provides tasks to improve digital competency. Also, cocreation work presents self-reflection and confidence building opportunities. Gaining the inspiring digital enterprise award (iDEA), completing LinkedIn learning assessments for Microsoft software applications, and completing collaborative video creation tasks will increase your digital and business skills as you progress towards the completion of this module. Digital Business is here to stay, so it is vital to improve these 21st century skills.
Principles of Marketing
This module provides an introduction to key foundational aspects of the theory and practice of marketing, which are essential to the long-term prosperity of organisations and applicable to all specialisations within business. It will enable students to apply marketing principles to real life marketing situations.
Professional Practice provides students with the opportunity to explore key employability skills and to effectively engage with career planning and job searches. The module enables students to design a strategy to seek out and apply for work placements associated with their planned career path and with the opportunity to engage with an industry based production activity (work placement) and/or design and manage live brief production(s) for external organisations (charities, corporate clients, other university depts.). Furthermore, the module enables students to explore and reflect on their current digital presence and design a new professional online presence, which showcases their work, skills and expertise, presenting themselves as a new emerging practitioner ready for industry.
This module is delivered via lectures, seminars and group /individual tutorials. Lectures will inform students of methods of job search and strategies for obtaining placements, professional conduct associated with professional organisations and writing critical reflections. Practical seminars/workshops will enable students to engage in designing and writing effective CV and supporting letters, how to create an effective digital presence along with interview techniques and presenting a professional approach to potential employers. The module also promotes awareness of global markets for media products and encourages students to consider equality and diversity in their practice as well as raise awareness in the work place. By focusing on media stakeholders across the world, students will appreciate the value of internationalising themselves and their products.
Assessment consists of a portfolio of evidence to support the research and acquistion of work placements and/or live client brief.
Short Form Editing
Short Form Editing enhances the students’ editing skills through consideration of specific terminologies and sequencing of editing in relation to short form online delivery. The module extends students’ knowledge of editing conventions and screen grammar, and equips students with an advanced understanding of collaborative practices within the context of short form.
Workshops and demonstrations introduce the practical components of the syllabus whilst seminars identify and analyse the idea of editing conventions in relation to short form production for a wide and diverse uses and outputs.
Students are introduced to the short-form production as a contributor to contemporary wed based and online productions, considering its form and function and are introduced to the associative practices of editing in relation to fast turn-around and output.
Assessment is through a practical project and evaluation in which the student will be required to create three short form sequences by selecting and editing together clips from a set of available rushes. The project will also require students to demonstrate video and sound design skills within the conventions and practices of short form editing.
Camera and Lighting for Production
Camera & Lighting for Production provides a historical and contextual framework into which students can place their practice. The module develops students’ awareness of a range of genres, forms and styles and how camera and lighting can be applied in order to enhance the experience for the audience. The module develops the students’ knowledge of camera functions and appreciation of how camera can aid the director in styling information, and communicating themes and meaning and develops the student’s ability to shoot to industry style briefs to a good technical standard.
Students of Camera & Lighting for Production will learn, practice and critically analyse a range of camera and lighting styles and will be encouraged to consider the aesthetic and technical issues found in video production. Exercises will be used to explore practical problems of differing environments and locations and students will consider the implications of evolving camera technology for their work.
Assessment is through a practical project in which students demonstrate their awareness of camera and lighting techniques and shooting styles and their ability to apply themselves to the applications of camera/lighting practices to a production solution.
You can choose between Cross Cultural Communications or Project Management modules within your first trimester. You can also choose between Integrated Marketing Communications or Consumer Behavior modules within your second trimester.
Cross Cultural Communications
Cross-Cultural Communications provide students with a critical appreciation of the role and importance of communications in an international business environment. The module provides students with an understanding of the role and importance of different organisational contexts, and how this has an effect on the type of communications strategies chosen. Cross-cultural Communications encourages students to explore the ways in which communications may be affected by the varying cultural environments and to identify and critically evaluate the variety of communications available to an international organisation, with particular emphasis on social media.
Project management is an important and integral part of a business whether this is product or service based. This module will help you develop knowledge and critical understanding of the principles of effective project management in a global business context.
We will look at various aspects of Project Management through a variety of means such as lectures and practical seminars with input from our industry connections and the latest in research. We will examine the subject using theoretical approaches as well as the industry-recognised tools and techniques for planning and controlling projects.
Integrated Marketing Communications
This module gives you an effective introduction to the key aspects of marketing communications theory and practice. You will design and develop an efficient, integrated marketing communications plan and strategy, and study key topics including: advertising, public relations, direct marketing, sales promotion, personal selling, point-of-purchase and e-communications.
This module provides you with a theoretical base of consumer behaviour and practical understanding of how research techniques are used to inform marketing strategy. You will learn about the foundations of consumer behaviour and relevant theories. You will also connect the theoretical base to applications in marketing through a critical appreciation of market research methodology.
Media and Marketing Entrepreneur
This module advances a range of applied and conceptual skills relevant to career and business management in the digital media and marketing sector. Students will be equipped with industry-level knowledge of the financial tools of media and marketing entrepreneurship: company formation, production accounts management and submission, VAT, tax.
On this module you will develop the communication and interpersonal skills necessary, to thrive as a freelancer, and in business development-driven small company work. Students on this module will develop their entrepreneurial skills and innovation, and manage their personal and corporate brand. Students will be equipped with the sales skills necessary to win business, and to spot market opportunities and develop business offers likely to target and win business in those business niches.
The Future of Creative Advertising
The Future of Creative Advertising introduces students to the possibilities and applications of technology with a forward looking focus, to consider the current creative trends in advertising, particularly for digital platforms.
The module develops a view on the use of artificial intelligence to understand the distribution possibilities that AI offers to advertising and to consider how this might develop in the future.
Final Dissertation (Major Project)
This module represents the culmination of your preceding programme of study and provides an opportunity to consolidate all the learning around the design and production process for digital video creation from analytical background and market analysis through to practical production and results review.
In this module you will develop a thorough understanding of real world producing and the use social and advertising video via following industry collaboration options: mentoring, live brief projects and/or work experience/placements, in each case subject to the fit between the project the student would like to undertake, and the expectations of commercial companies at the time.
The project equips students with a wide range of skills to plan, create and distribute e-commerce or social video in a real-world industrial and/or commercial situation from initial approval through the distribution process.
You can also choose between Technology Innovations or Social Media and Analytics modules within your first trimester.
Technologies on organisations. The module acquaints students with both the underlying concepts which underpin digital technologies for contemporary issues in the rapidly changing areas of digital practice, research and development, in order to enable critical appraisal of a range of technologies. Technology Innovations provides students with the requisite knowledge and skills to both critically appraise and respond to future technological developments personally and for organisations.
Social Media and Analytics
Social and Media Analytics examines search and social media marketing and its strategic benefits to organisations operating within a digitally connected global marketplace. The module enables understanding of the latest strategies, theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) in marketing communications. Students on this module will develop the analytical skills required for the creation, development, implementation management and evaluation of Search and Social Media Marketing campaigns
Please note that it may not be possible to deliver the full list of options every year as this will depend on factors such as how many students choose a particular option. Exact modules may also vary in order to keep content current. When accepting your offer of a place to study on this programme, you should be aware that not all optional modules will be running each year. Your tutor will be able to advise you as to the available options on or before the start of the programme. Whilst the University tries to ensure that you are able to undertake your preferred options, it cannot guarantee this.
What Will I Be Doing?
Practical studio work
As part of your marketing and video production degree, you’ll be provided with a timetable that will include a breakdown of your scheduled lessons with timeslots for you to explore your independent research interests. Your classes will be based at our MediaCityUK campus.
You will be taught through a combination of lectures, seminars and practical production activity. Seminars will enable you to develop your understanding of lecture topics with your fellow students, and you’ll also have timetabled meetings with your personal tutor. You’ll use industry-standard video production equipment and studio facilities throughout your course, as well as the latest marketing analytics tools.
An important part of this marketing and digital video production degree is how we assess you. You’ll be asked to demonstrate your academic strengths through practical projects (including video work) and written essays. You’ll also take part in presentations with your fellow students, as teamwork is fundamental to securing a professional role in marketing or production.
We do not claim a commercial relationship in relation to the below quotes. These quotes have been gathered to add context to the skills gap that industry is seeking from new graduates entering video production and marketing related roles.
We do not claim a commercial relationship in relation to the below quotes. These quotes have been gathered to add context to the skills gap that industry are seeking from new graduates entering video production and marketing related roles.
BE A PART OF A CREATIVE, SUPPORTIVE COMMUNITY
All our Creative Digital Media and Gaming courses are delivered by the Salford School of Arts, Media, and Creative Technology. Our focus is to ensure that you have the skills you need to pursue your dreams, and we encourage our students, past and present, to collaborate with each other and achieve great things.
Each year - through the Create Awards – our School rewards the incredible achievements and successes of our final year and postgraduate students.
Whatever you choose to study with us, you’ll be mentored and supported by experts. And once you graduate, it won’t end there. You’ll join a thriving alumni network across Greater Manchester and beyond, meaning you’ll be supported professionally and personally whenever you need it.
Our MediaCityUK facilities are industry-standard, so much so that they are used by our industry partners themselves.
When you study with us on this marketing and video production degree, you’ll learn from our experienced tutors and demonstrators, who’ll teach you how to use our facilities. These include:
TV studios - our TV studios have been used by the BBC for a variety of broadcasts, such as the Olympics and Christmas music concerts, and they’re equipped with the same audio-visual systems used by the ITV and Sky too.
The studios have green screen facilities as well as basic props so you can design and build sets for a range of projects.
Green screen facilities - these allow you to create effects such as those you see on weather reports and incorporates a camera system and 3D graphics software.
Audio production - we’ve got all the hardware and software you need to make sure you’ll know just how to create, edit, mix and master audio for film and television. Our main studios feature Avid S6 consoles – a similar set up to those at our MediaCityUK neighbours, such as Dock10 and ITV.
MakerSpace - bring your designs to life using 3D scanners and printers, power tools and a range of art and craft materials.
Stop-frame studio – we have animation booths equipped with industry standard lighting, grip, software and cameras and learn just what it takes to make your ideas and storyboards a reality.
Computer Suites and Editing Studios – our computer suites are equipped with the latest industry-standard software. You’ll learn from our experienced demonstrators, who’ll teach you the skills needed to turn your concepts into a reality.
Equipment stores - cameras, lighting kits and mics – they’re all essential to media production. But don’t worry, you won’t need to spend thousands of pounds to get the set-up you need – we have a fully equipped equipment store available for you to use and take out industry-standard kit.
What about after uni?
One of the biggest benefits of studying video production and marketing is the employment opportunities it offers. In Salford and Greater Manchester alone, there are over 100 e-commerce companies, so you’ll be joining an industry that’s both vibrant and growing. Graduating with a whole host of technical, creative and business skills, our recent graduates have gone on to establish successful careers in directing, media research digital marketing. Others have secured professional roles in broadcast engineering, sound technology and broadcasting – so the possibilities really are endless.
Graduates showing strong academic and research skills can pursue a further postgraduate path through our Postgraduate programmes on a full-time or part-time basis subject to a satisfactory proposal.
This course will be conducted with strong industry engagement, with visiting practitioners at its core. Guest speakers will be drawn in from major providers within Manchester to ensure you're learning from content creators working within the industry.
What you need to know
To gain a place on this marketing and video production degree, we’d like to see your film production skills. Whether you have taken and edited video’s, we’re most interested in seeing that you can come up with ideas and develop them. We want to see your thinking and delivery process in action.
Creating a portfolio allows you to demonstrate what you can bring to this course and gives us a clear idea of the level you’re currently working at.
While we would normally request a full portfolio, we recognise that during the current situation you may not have full access to your entire collection of work. If you don’t have your full portfolio, please provide us with any pieces of work you do have, and they’ll be taken into consideration as part of your application.
You’ll also have to submit a personal statement and meet our entry requirements. A personal statement is a personal summary (360 to 500 words) of your academic, professional/life experience and future goals. We’ll want to understand:
- what motivates you and what you’ve learnt on your current academic journey;
- why you want to work in the creative industries, and
- Why the University of Salford and this course is right your future goals.
Normally we'd invite you to attend a face-to-face interview. At the moment though, we are reducing the numbers of people we have on campus. Instead, we will ask you to either submit a portfolio or take part in an online interview. Once you’ve made your application to study with us, we’ll contact you and let you know the next steps.
English language requirements
Applicants will be required to show a proficiency in English. An IELTS score of 6.0, with no element below 5.5, is proof of this.
English Language and Maths at grade C/level 4 or above (or equivalent).
You must fulfil our GCSE entry requirements as well as one of the requirements listed below.
UCAS tariff points
112 - 128 points
BTEC National Diploma
Access to HE
Pass Level 3 QAA approved Access Diploma with 112-128 points
Irish Leaving Certificate
Pass in Diploma of at least 60%
Accreditation of Prior Learning (APL)
We welcome applications from students who may not have formal/traditional entry criteria but who have relevant experience or the ability to pursue the course successfully.
The Accreditation of Prior Learning (APL) process could help you to make your work and life experience count. The APL process can be used for entry onto courses or to give you exemptions from parts of your course.
Two forms of APL may be used for entry: the Accreditation of Prior Certificated Learning (APCL) or the Accreditation of Prior Experiential Learning (APEL).
|Type of study||Year||Fees|
|Full-time home||2021/22||£9,250per year|
|Full-time international||2021/22||£15,600per year|
|Full-time home||2022/23||£9,250per year|
|Full-time international||2022/23||£15900per year|
You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.
Scholarships for international students
If you are a high-achieving international student, you may be eligible for one of our scholarships.
We have a range of scholarships available for students applying for courses in 2020-2021 and 2021-2022. Our Global Gold Excellence Scholarship is worth £3,500 and our Global Silver Excellence Scholarship is worth £3,000 - both are available for students studying in our 2021/22 intakes.
We also offer the Salford International Excellence Scholarship which offers up to £5,000 discount on tuition fees. As this is a prestigious award we have a limited number of these scholarships available.
See the full range of our International Scholarships.
All set? Let's apply
Course ID W6N5