MKT3012 : Direct and Digital Marketing
- Offered for Year: 2017/18
- Module Leader(s): Mrs Fiona Thompson
- Lecturer: Dr Ana Javornik, Mrs Dawn McCartie
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
|Semester 2 Credit Value:||10|
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
Segmentation, profiling and targeting
Customer acquisition and retention
Mobile phone Marketing
Social media marketing
UK media market
|Scheduled Learning And Teaching Activities||Lecture||36||1:00||36:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||60:00||60:00||N/A|
|Guided Independent Study||Directed research and reading||1||50:00||50:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||4||1:00||4:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/A|
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.
The format of resits will be determined by the Board of Examiners
|Written Examination||120||1||A||50||Open book exam (individual)|
|Module Code||Module Title||Semester||Comment|
|Written exercise||2||M||50||Group-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.