Undergraduate BA (Hons)

Digital Video Production and Marketing

School of Arts and Media




Three year

Next enrolment

September 2020


In a nutshell

Did you know that 81% of businesses use video as a marketing tool — up from 63% over last year. It's an area that continues to grow and our Digital Video Production and Marketing course will prepare you for the new economy of video content for social media and e-commerce. 

Commercial companies and the public sector are rethinking their traditional marketing strategy, in order to engage a digitally switched-on audience. This course provides you with the transferable skills on how to use consumer data in order to create meaningful and impactful marketing solutions in video campaign design, video marketing, and the practical skills to make films.

This is a field in which the North of England has global reach and considerable employment opportunities for graduates. In your final year you will analyse a 'real' product in a 'real' company, design a social marketing strategy for it, and then create and distribute the content to prove their thesis. All of this knowledge will be vital for you if you are to maximise your career potential in e-commerce and influencer marketing roles.

You will:
  • Learn the theory and practice of video advertising, digital marketing, analytics, video production and e-commerce.
  • Understand how to apply analytics and data creatively as evidence to support your approach to solving marketing problems.
  • Gain practical and technical experience of filmmaking, video editing and influencer marketing for film making and advertising.
  • Gain the transferable skills needed in order to apply for careers in Digital Marketing, Marketing, Social Media, Analytics, Video Production, Video Editing, Copywriting, Content Marketing and more.

options available


students accepted

This is for you if...


You are passionate about creating film and marketing


You have a creative and professional mindset and want a career in video production and marketing.


You have a desire to learn key film-making skills such as directing and producing and editing

Course details

All about the course

Throughout this course you will gain plenty of practical experience in designing and producing video content for brands. Each module will tackle different aspects of either the analytical or practical side of the digital video production and marketing skillset.

Problem-based learning and collaboration will also be central to this programme, which mirrors industry practice, and you will develop communication skills and acquire new practical skills as each module progresses.

In the final year you will conduct an in-depth study of a specific real-world product and aim to produce content of the professional standard that would drive its marketing and e-commerce – employing analytical arguments to back up your decisions.


Year one

Digital and Business Skills

Principles of Marketing

Data Analysis for Business

Digital Advertising Uncovered

Video Production

For this option you will work on the Video Production module for both trimesters.

Year two

Camera and Lighting

Professional Practice

(Industry) Creative Collaboration

Short Form Editing

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 Behaviour modules within your second trimester.

Cross Cultural Communications

Project Management

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

Consumer Behaviour

Year three

The Future of Creative Advertising

Media Entrepreneur

Final Project

You can also choose between Technology Innovations or Social Media Analytics modules within your first trimester.

Technology Innovations

Social Media Analytics

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




You will be taught through a combination of lectures, seminars and practical production activity. Seminars will enable you to discuss and develop your understanding of topics covered in lectures in smaller groups. In addition, you will have timetabled meetings with your personal tutor. You will use industry-standard video production and marketing analytics tools, and have access to production equipment and studio facilities throughout your course. 


  • Practical projects, including video work
  • Reflective writing and essays.
  • Group presentations/productions as teamwork is a fundamental element in any marketing or production job.


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. 


This course will be based at our MediaCityUK campus. You will have access to TV and podcast-recording studio space and will have access to facilities in our £55 million New Adelphi building, which include:

  • Photography/Lighting Studio
  • Computer suites

You will also undertake a significant number of classes at our Business School, which offers excellent teaching and self-study facilities.

Best of both Schools

You'll learn from both the School of Arts and Media and Salford Business School.

The School of Arts and Media is the largest school at the University of Salford with more than 4,000 creative students. Across sites at MediaCityUK and the University's Peel Park campus, we offer a huge variety of courses, from fashion image making and styling, television and radio, creative writing and music to journalism, animation, design and performance. This broad range of disciplines offers enhanced opportunities for specialist and interdisciplinary study, including collaborative work across subject areas.

Salford Business School aims to be the most business-informed, industry-relevant business school in the UK. Industry shapes everything we do, from informing our students’ learning to providing work placements, driving our research and influencing our academic staff. We want you to gain the best academic and personal experience possible. As a student here, you’ll have access to a range of experiences and opportunities, including internships and work placements in the UK or internationally so you graduate with much more than a degree.

Employment and stats

What about after uni?

Employment market size 

Over 100 e-commerce companies are based in Greater Manchester. On this course you’ll have the opportunity to work with an industry that is vibrant and growing. As this list of the top e-commerce companies in the North demonstrates, the industry is particularly strong in this region.

Market Trends 

There is very strong, double digit growth in this market, much of it at the expense of linear TV advertising, which declined in 2018 by 4%. E-commerce is a $3.53 trillion industry this year, enjoying double digit growth, and you will gain valuable overview and insight into this industry.

Labour Market Demand

Already in Manchester there are hundreds of jobs in the field of e-commerce-driven content, since Manchester is a strong hub for e-commerce. 

A taste of what you could become

Social Media Executive

Digital Marketer

Video Producer

Career Links

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

An effective personal statement includes:

  • A strong indication of your motivations for the course of study, including for example, discussions of the kinds of  video and marketing content you enjoy and would like to make.
  • What you are looking for from a programme of study, including some thought as to why you feel further study will benefit you in terms of, but not exclusively to, employability, and personal development, which can also be related to you own appreciation of personal strengths and weaknesses.
  • Some evidence of an awareness of your own strengths and weaknesses, and personal attributes that make you a suitable candidate for the programme, and for further study.
  • Evidence of existing engagement in the area of study from current or prior learning and/ or work experience
  • An indication of wider interests and experience including, for example, Duke of Edinburgh Awards; BFI summer schools; sports or musical activities, other personal interests, activities and pastimes and any part-time work.


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.


Please note: The entry criteria below are related to entry onto this course in the 2020/2021 academic year. If you’re interested in a future intake year, please check the course entry on UCAS.

Standard entry requirements


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.

A level


UCAS tariff points

112 - 128 points

BTEC National Diploma


Access to HE

Pass Level 3 QAA approved Access Diploma with 112-128 points

Scottish Highers


Irish Leaving Certificate


International Baccalaureate

31 points

European Baccalaureate

Pass in Diploma of at least 60%

Alternative entry requirements

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/EU 2020/21 £9,250per year
Full-time international 2020/21 £15,240per year
Additional costs

You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.

Scholarships for international students 2020/21

If you are a high-achieving international student, you may be eligible for one of our international scholarships worth up to £5,000. Our international scholarships include the Salford International Excellence Scholarship.

For more information go to International Scholarships. 

Apply now

All set? Let's apply

Enrolment dates

September 2020

September 2021

UCAS information

Course ID W6N5

Institution S03

Start this course in September. Call 0300 555 5030 to apply through Clearing.

Our phone lines are open 09:00 - 17:00 Monday to Thursday and 10:00 - 16:00 Friday.