NBS8519 : Digital Marketing
- Offered for Year: 2023/24
- Module Leader(s): Dr Varqa Shamsi Bahar
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
| 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), 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 and email marketing
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 7 | 1:30 | 10:30 | In-person lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative coursework & assessments |
| Guided Independent Study | Directed research and reading | 1 | 32:00 | 32:00 | Estimated based on 4 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | In-person seminars for the following topics: Analytics, search engine marketing, and social media marketing. |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 3:00 | 3:00 | Workshop on: Design thinking for social good. PiP. |
| Guided Independent Study | Independent study | 1 | 20:30 | 20:30 | Conducting independent research on the topics explored in the course. |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 1 | 1:00 | 1:00 | 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 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 |
|---|---|---|---|---|
| Report | 2 | A | 100 | Individual assignment (2000 words) |
Formative Assessments
| Description | 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.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8519's Timetable