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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

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


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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture72:0014:00In-person lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative assessments
Guided Independent StudyDirected research and reading132:0032:00Estimated based on 4 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00In-person seminars
Scheduled Learning And Teaching ActivitiesWorkshops13:003:00In-person workshop on: Design thinking for social good
Guided Independent StudyIndependent study117:0017:00Conducting independent research on the topics explored in the course
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time11:001:00Pre-assessment clinic
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.

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

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 proj2MN/A
Prob solv exercises2MN/A
Assessment Rationale And Relationship

The individual assessment will allow learners to apply their understanding of digital marketing principles.

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.

Reading Lists