NBS8519 : Digital Marketing
NBS8519 : Digital Marketing
- Offered for Year: 2024/25
- Module Leader(s): Dr Varqa Shamsi Bahar
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
| Code | Title |
|---|---|
| NBS8526 | Principles of Marketing |
| NBS8321 | Strategy, Management and Information Systems |
Pre Requisite Comment
Students should have undertaken an introductory course with marketing or e-marketing content (such as NBS8526 Principles of Marketing OR NBS8321 Strategy, Management and Information Systems).
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
The theme that runs throughout this module is “digital marketing for a better world.” Based on this theme, the module aims to guide learners to develop the ability to make strategic decisions that consider not only the firms and their immediate stakeholders but also society and the planet. In addition, this module will equip learners with the digital marketing skill sets to hit the ground running as they enter the industry.
More specifically, the module offers an advanced understanding of the (i) strategic and (ii) tactical aspects of digital marketing. Regarding strategy, learners will tap into their design skills to develop digital solutions that address the pressing problems in our world, such as food waste. In addition, learners will understand the significance of new-age technologies (e.g., artificial intelligence), data-driven decision-making, and campaign planning as part of their strategy. In terms of tactics, learners will gain insight into how to bring a strategy to life and promote digital solutions through activities such as search engine and social media marketing.
Outline Of Syllabus
Indicative outline of topics (subject to change):
1. Digital marketing for a better world
2. Design thinking for social good
3. Artificial intelligence, augmented reality, and virtual reality
4. Campaign planning and budgeting
5. Analytics
6. Search engine marketing
7. Social media marketing
8. Display advertising
Learning Outcomes
Intended Knowledge Outcomes
By the end of this module, learners will be able to:
• Propose innovative digital solutions to address customer, societal, and environmental needs
• Understand the application of new-age technologies in marketing
• Enact data-driven marketing decisions
• Understand best practices in campaign planning for digital media
• Evaluate and implement digital marketing tactics
Intended Skill Outcomes
By the end of this module, learners will equip themselves with the following skill sets:
• Critical thinking and problem-solving
• Research (e.g., keyword research)
• Design thinking
• Creativity
• Google and social media analytics
• Campaign planning
• Budgeting
• Tactical implementation
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 7 | 2:00 | 14:00 | In-person lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative assessments |
| Guided Independent Study | Directed research and reading | 1 | 32:00 | 32:00 | Estimated based on 4 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | In-person seminars |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 3:00 | 3:00 | In-person workshop on: Design thinking for social good |
| Guided Independent Study | Independent study | 1 | 17:00 | 17:00 | Conducting independent research on the topics explored in the course |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 1 | 1:00 | 1:00 | Pre-assessment clinic |
| Total | 100:00 |
Teaching Rationale And Relationship
Lectures will offer insight into the key theoretical frameworks and concepts in digital marketing. These are complemented by seminars that comprise group activities to further understand the concepts learned during the lecture sessions and evaluate their application in practice. Guided independent study will allow learners to enhance their understanding of digital marketing topics based on the literature review. It will also help them to prepare for their assessments.
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | A | 100 | Individual assignment (2000 words) |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Design/Creative proj | 2 | M | N/A |
| Prob solv exercises | 2 | M | N/A |
Assessment Rationale And Relationship
Summative:
The individual assessment will allow learners to apply their understanding of digital marketing principles.
Formative:
Throughout the module, learners will receive feedback on formative assessments that focuses on use cases, design outputs, problem-solving exercises, question prompts, and the application of digital tools. This will enable learners to unpack and evaluate the theories and concepts in digital marketing and apply them to solve business, social and environmental problems.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8519's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- NBS8519's past Exam Papers
General Notes
N/A
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Disclaimer
The information contained within the Module Catalogue relates to the 2024 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2025/26 entry will be published here in early-April 2025. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.