Bournemouth University

What you'll study

This programme teaches the theory and practice of marketing through a user experience (UX) lens. You will study how customer insight, service design and interaction design inform marketing strategy and product development. Modules typically cover:

• User research methods — qualitative and quantitative techniques such as interviews, contextual enquiry, surveys and analytics to uncover user needs and behaviour.
• Interaction and interface design — principles of usable design, information architecture, wireframing and rapid prototyping for web and mobile.
• Service design and customer experience — mapping customer journeys, touchpoint design and applying service design tools to marketing problems.
• Digital marketing and analytics — channels, campaign measurement, conversion optimisation and using data to inform UX decisions.
• Human-computer interaction (HCI) and accessibility — inclusive design practices, usability testing and standards for accessible digital products.
• UX metrics and evaluation — quantitative methods for measuring experience and demonstrating return on investment.
• Design for emerging technologies — principles for designing experiences across devices and platforms, including considerations for voice, AR/VR and IoT where relevant.
• Research project or dissertation — a substantial independent project applying UX and marketing theory to a real-world problem, often with industry or live client engagement.

Teaching typically combines lectures, hands-on workshops, lab sessions and project work. Assessment includes coursework, portfolios, practical projects, and a final research project.

Entry requirements

Applicants are normally expected to hold a good undergraduate degree (UK 2:2 or above, or international equivalent) in marketing, design, computing, psychology, business or a closely related discipline. Applicants with substantial relevant professional experience in marketing, UX, design or digital roles may also be considered.

Applicants whose first language is not English will need to demonstrate proficiency through a recognised test or an approved exemption. You should check Bournemouth University's current English language requirements and equivalent qualifications for your situation.

Career prospects

Graduates combine marketing insight with user-centred design skills, making them attractive to a wide range of employers. Common roles include:

• UX designer or interaction designer
• UX researcher or customer insight analyst
• Product designer or product manager with responsibility for user experience
• Digital marketing manager specialising in conversion and customer journeys
• Service designer or customer experience (CX) consultant

Alumni find opportunities across digital agencies, in-house marketing and product teams, consultancies and start-ups. The programme’s emphasis on applied projects and a professional portfolio helps graduates demonstrate practical skills to employers.

Why study at Bournemouth University

Bournemouth University has a strong applied and professional focus, integrating academic theory with practical industry practice. The institution is known for close engagement with employers and for encouraging opportunities to work on live briefs and placements. Students benefit from access to specialist facilities and workshops for prototyping and usability testing, and from multidisciplinary collaboration across computing, design and marketing areas.

The programme supports the development of a professional portfolio and industry-relevant experience, preparing students for roles that bridge marketing strategy and user-centred product development.