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NBS8519 : Digital Marketing

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Varqa Shamsi Bahar
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 2 Credit Value: 10
ECTS Credits: 5.0


To understand the application of digital marketing in organisations.
To appreciate the theoretical basis and practical application of digital marketing.
To understand the strengths and weaknesses of digital marketing tools.
To understand how to effectively integrate different digital marketing tools in marketing plan.

Outline Of Syllabus

• Introduction to digital marketing
• The digital consumer
• Web site design and usability
• Digital Marketing, Strategies and Analytics
• Customer engagement and retention
• Digital Media (owned, earned, paid media)
• Campaign planning implementation and evaluation
• Overview of digital law, data protection and ethics

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture62:0012:00PiP Lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00PiP Seminars
Structured Guided LearningStructured non-synchronous discussion11:001:00Discussion board-runs throughout the semester
Guided Independent StudyIndependent study119:0019:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time11:001:00Pre-assessment clinic
Teaching Rationale And Relationship

Lectures convey the key principles of digital marketing and give the opportunity for further discussion to take place.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Report2A100Individual Assignment (2000 words)
Formative Assessments
Description Semester When Set Comment
Design/Creative proj2MFormative feedback will be provided on a creative design/digital project that will help them build towards their assessment.
Assessment Rationale And Relationship

The assessed individual report will provide students with an opportunity to demonstrate their understanding of digital marketing principles and apply them to a specific case. Students are required to compile a digital marketing report with an anticipated recipient such as Marketing Director. Students should select an e-marketing/business and evaluate the company’s current digital marketing strategy, while developing recommendations for possible improvements to their digital marketing plan.

As part of the assessment students are expected analyse the core digital business model, consumer profile, website profile/positioning, digital campaign management etc. Based on the analysis students should propose how the business can make better decisions by improving on their existing digital marketing practice.

Reading Lists