Undergraduate

modules

Modules

MKT3012 : Direct and Digital Marketing

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

Direct marketing can be traced to a book club in 15th century Italy. Its modern roots are founded in the use of distance selling by companies like Montgomery Ward in the USA, to market agricultural and domestic goods to isolated communities in the 19th century. From these early roots direct marketing has evolved to include direct mail, print media, household delivery, telemarketing, interactive TV, e-mail, the Internet, mobile phone, and social media. Once considered to be a single channel form of direct selling, digital marketing is used either as a single media, in parallel with other media, or as a means of support to a dominant media, and is used by a wide range of suppliers of products and services. The aim of the module is to provide students with an advanced understanding of the strategic and tactical issues of direct marketing, and to equip them with professional, intellectual and key transferable skills consistent with professional standards in direct marketing (as recommended by the Direct Marketing Association (DMA) and the Institute of Direct and Digital Marketing (IDM)).

Outline Of Syllabus

Direct and Digital and marketing
Digital marketing planning
Data and database management
Data and database applications
Measurement
Testing
Research
Segmentation, profiling and targeting
Customer acquisition and retention
Creative strategy
Internet Marketing
Mobile phone Marketing
Email marketing
Social media marketing
UK media market

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Scheduled Learning And Teaching ActivitiesLecture361:0036:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Total200:00
Teaching Rationale And Relationship

Knowledge outcomes are conveyed through lecture material, private study and recommended reading. Development of subject specific and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated by the use of case study material and other examples.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination1201A50Open book exam (individual)
Exam Pairings
Module Code Module Title Semester Comment
1N/A
Other Assessment
Description Semester When Set Percentage Comment
Written exercise2M50Group-based assignment on Instititute of Direct and Digital Marketing (IDM) case study; peer reviewed, see IDM assignment brief
Assessment Rationale And Relationship

In Semester 1, the open book exam provides students with the opportunity to demonstrate their knowledge and practice exam skills ready for the optional IDM exam in the summer. Students can achieve Cert DDM behind their name on passing the IDM summer exam which helps boosts their employability. Students are examined on a specific topic from Semester 1 and the ability to apply knowledge to case study material and examples. The report should be no more than 22 pages in length but a further (max.) 15 pages of appendices can be included.

In Semester 2, the group exercise requires students to draw together the all the components of the theoretical component of the module and apply it to a real digital marketing problem from the IDM and students can enter the IDM National Student Competition using their Semester 2 Group Assignment. Students are required to formulate a direct and digital marketing campaign within a marketing planning theoretical framework for a real case study and in addition, to evaluate, justify and rationalise choices made in the formulation of their marketing campaign.

Reading Lists

Timetable