NBS8519 : Digital Marketing
- Offered for Year: 2022/23
- Module Leader(s): Dr Klara Scheurenbrand
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
Aims
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 Activities | Lecture | 6 | 2:00 | 12:00 | PiP 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 | 33:00 | 33:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 4 | 1:00 | 4:00 | PiP Seminars |
| Structured Guided Learning | Structured non-synchronous discussion | 1 | 1:00 | 1:00 | Discussion board-runs throughout the semester |
| Guided Independent Study | Independent study | 1 | 19:00 | 19:00 | N/A |
| 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 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 |
|---|---|---|---|---|
| Report | 2 | A | 100 | Individual Assignment (2000 words) |
Formative Assessments
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Design/Creative proj | 2 | M | Formative 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
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8519's Timetable