Contemporary Craft and Digital Marketing

Contemporary craft and digital marketing is an unusual combination, but one that reflects a genuine opportunity in the creative economy. Craft, at its heart, is the practice of making objects with skilled hands and a deep understanding of materials, whether in ceramics, textiles, metalwork, glass, or other disciplines. Digital marketing is the practice of building audiences, creating content, and driving commercial engagement through the digital platforms that now define how creative products reach the people who buy them.

The two skills together equip you for a creative career that is both materially grounded and commercially viable.

At Liverpool Hope University, this four-year full-time programme includes a foundation year, which provides the introductory grounding in both craft and digital marketing before you enter the main degree. The craft strand develops your hands-on design and making skills, building your technical competence in chosen materials alongside your creative vision and ability to develop original, specialist work. The digital marketing strand addresses the theory and practice of building and sustaining a digital presence, covering content strategy, social media, search, analytics, and the broader digital marketplace in ways that are academically rigorous and practically relevant.

The programme includes a sandwich year, a year abroad, and work placement experience, giving you professional exposure across multiple contexts before you graduate.

Graduates from this combination are particularly well suited to careers in the creative industries, where independent makers and designer-makers must also function as their own marketing and communications operations. Roles in craft enterprises, design studios, creative businesses, cultural organisations, and arts marketing are all natural destinations. Further study in craft, design, or digital marketing at postgraduate level is available for those who wish to develop specialist expertise.