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Module

NBS8634 : Digital Marketing

  • Offered for Year: 2024/25
  • 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
European Credit Transfer System

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 StudyAssessment preparation and completion128:0028:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture83:0024:00PiP classes will be a combination of lectures, seminars and workshops
Guided Independent StudyDirected research and reading126:0026:00Estimated based on 13 hours per teaching week (not necessarily to do in that week)
Guided Independent StudyIndependent study120:0020:00Conducting independent research on the topics explored in the course.
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time12:002:00Pre-assessment Clinic
Total100:00
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

Other Assessment
Description Semester When Set Percentage Comment
Report2M100Individual 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.

Description Semester When Set Comment
Design/Creative proj2MN/A
Prob solv exercises2MN/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