NBS8634: Digital and Data Driven Marketing
- Offered for Year: 2025/26
- Module Leader(s): Mr Kirk Dodds
- 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 |
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), datadriven 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 and email marketing
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 28:00 | 28:00 | Time for students to complete formative and summative coursework & assessments |
| Scheduled Learning And Teaching Activities | Lecture | 8 | 3:00 | 24:00 | PiP classes will be a combination of lectures, seminars and workshops |
| Guided Independent Study | Directed research and reading | 1 | 26:00 | 26:00 | Estimated based on 13 hours per teaching week (not necessarily to do in that week) |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | Conducting independent research on the topics explored in the course. |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 1 | 2:00 | 2:00 | 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 you to enhance your understanding of digital marketing topics based on the literature review. It will also help them to prepare for assessment.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 100 | Individual Report (3,000) |
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.
| Component | 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.
If students are eligible to a second attempt, the resit will be an assignment and the resit calculation will be based 100% on the submission.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/