Marketing is rapidly changing with employers expecting graduates to step directly into a role with a wider knowledge of digital communications and social media, and how to reach their target market using a wider range of channels than in the past.The foundation degree provides students with a broad overview of the business environment, especially from a marketing perspective, where the emphasis has moved away from satisfying wants and needs to providing experiences.We work with local employers in the digital marketing field, and have identified a need for content management, as well as technical skills. A specific requirement of employers is the proven ability to manage, monitor and evaluate digital projects, plus practical skills such as Project Management, Marketing and Social Media Marketing.There is a strong academic underpinning which is assessed using more traditional methods. Students are assessed on a range of practical work, which is more skills oriented, such as portfolios and digital artefacts.This two year course contains modules that provide students with career and employability skills, which will allow them to develop a Personal Development Plan and evidence professional competence in the key elements of the recruitment process. The Project Preparation module allows students to develop a 2,000 word proposal to be suitable to present to a potential employer, or a potential funding provider should the student wish to set up as a freelance.The course teaches students to be aware of the dynamic nature of the communications and marketing environments in how to identify target markets and generate effective content for those audiences using the most appropriate medium. A large percentage of the assessment is linked to ‘real-world’ examples and case studies.The course incorporates professional competencies by mapping directly to the Certificate in Professional Marketing (Digital Marketing) of the Chartered Institute of Marketing (CIM).The courses at University Centre Peterborough are studied in smaller class sizes compared with other universities, a typical class size is under 20 students.

- it is possible that this course may become an approved Higher Technical Qualification.