NBS8634 : Digital and Data Driven Marketing
- Offered for Year: 2026/27
- 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 of this module is “Digital and Data-Driven Marketing for a Sustainable World.” You will learn to make strategic decisions using data and insights that consider not only businesses and stakeholders but also society and the planet. You will advance your understanding of both strategic and tactical aspects of digital marketing. Strategically, you will design digital solutions for real-world challenges, explore AI and emerging technologies, and apply data-driven decision-making. Tactically, you will learn how to bring strategies to life through activities such as search engine optimisation and social media marketing, ensuring your campaigns are impactful and ethically aligned.
Outline Of Syllabus
Indicative outline of topics (subject to change):
The art of digital campaign planning
Digital customer persona development and customer journey mapping
The big campaign idea and integrated messaging across digital channels
The importance of content in digital marketing campaigns
The role of Pay-Per-Click (PPC) advertising
The role of Search Engine Optimisation (SEO)
Campaign planning and budgeting
Digital analytics and measurement
User experience in the digital age
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 28:00 | 28:00 | Time for students to complete formative and summative coursework & assessments |
| Scheduled Learning And Teaching Activities | Lecture | 8 | 3:00 | 24:00 | PiP classes will be a combination of lectures, seminars and workshops |
| Guided Independent Study | Directed research and reading | 1 | 26:00 | 26:00 | Estimated based on 13 hours per teaching week (not necessarily to do in that week) |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | Conducting independent research on the topics explored in the course. |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 1 | 2:00 | 2:00 | Pre-assessment Clinic |
| Total | 100:00 |
Teaching Rationale And Relationship
The teaching methods recognise the importance of learners learning about context, content and processes for their own individual development of advanced professional practice.
The teaching and learning methods support achievement of the module’s learning outcomes. The processes of teaching and learning include but are not limited to the following: Face-to-face opportunities to acquire knowledge and understanding of theory in practice are provided through attending lectures, listening to and watching podcasts and/or videos, reading and research, and reflective learning. Learning through dialogue, discussion and collaboration, in face-to-face teaching, enables students to articulate, respond to and provide feedback on theory, knowledge and practice application, and to question and challenge their past practice. Collaborative social learning in the classroom, is a hallmark of the module and will involve peer learning, co-production of knowledge and ideas about practice, and feedback.
As a post-experience programme, contextualising theory in practice requires not only academic input but also practitioners’ knowledge and expertise and, therefore, some lectures or workshops will be taught by adjunct staff or external guest speakers.
Students are expected to enhance their face-to-face and online learning through independent reading and enquiry, with guidance provided on relevant materials. For example, marketing is such a vast field that students are encouraged to undertake additional development courses—either online or in person, in areas of interest. A good example would be LinkedIn Learning or Google Ads online classes, which students can complete during or after this module. These classes cover specialist topics such as pay-per-click advertising and SEO. Students are expected to take ownership of their learning and develop their interests beyond the curriculum through further independent study.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 100 | Individual 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 proj | 2 | M | This will take part in class as a group activity. |
Assessment Rationale And Relationship
Summative:
The individual assessment will allow you to apply your understanding of digital marketing principles to real-world scenarios, demonstrating both strategic and tactical thinking.
Formative:
Throughout the module, you will receive feedback on formative activities, including use cases, design outputs, problem-solving exercises, question prompts, and the application of digital tools. These activities will help you unpack and evaluate key concepts in digital marketing and apply them to solve business, social, and environmental challenges.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8634's Timetable