NBS8637 : Digital Marketing Communications
- Offered for Year: 2024/25
- Module Leader(s): Dr Dan Petrovici
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
- Capacity limit: 150 student places
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 module aims to provide students with a clear understanding of the theory, concepts, and practice for developing effective marketing communications strategies and plans in the digital world. The module aims to enable an understanding of key areas of digital marketing communications, including audience definition, digital branding, key players in the digital marketing communications ecosystem, pertinent tools and technologies, the digital marketing communications mix, and the development of a digital marketing communications strategy and plan. The module will culminate with the students developing an integrated marketing communications campaign for a selected company.
Outline Of Syllabus
- An introduction to digital marketing communications
- Digital communications: theoretical foundations
- Defining an audience for digital marketing communications
- Building brands in the digital world
- The digital marketing communications ecosystem
- Developing a digital marketing communications strategy and plan
- Digital marketing communications tools, techniques, and technology
- The marketing communications mix in the digital world
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 6 | 2:00 | 12:00 | Key module content |
| Scheduled Learning And Teaching Activities | Lecture | 1 | 1:00 | 1:00 | Key module content |
| Guided Independent Study | Assessment preparation and completion | 1 | 32:00 | 32:00 | N/A |
| Guided Independent Study | Directed research and reading | 1 | 25:00 | 25:00 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 5 | 1:00 | 5:00 | Formative feedback, assignment details |
| Guided Independent Study | Independent study | 1 | 25:00 | 25:00 | N/A |
| Total | 100:00 |
Teaching Rationale And Relationship
Student knowledge of digital marketing communications will be developed primarily through the lectures, including viewpoints from external practitioner, and via the discussion of many relevant examples of different strategies. This will be supported through directed reading and independent study. Small group sessions enable students to ask specific questions regarding their assignments and to receive individual verbal feedback.
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 | 70 | Group Report (4,000 words) - Students will develop an integrated marketing communications campaign for a selected company. The same company will be used for both parts. |
| Oral Presentation | 2 | M | 30 | Group Presentation (15- mins), an overview of an integrated marketing communications campaign for a selected company. The same company will be used for both parts. |
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 |
|---|---|---|---|
| Report | 2 | M | Feedback on oral presentation - Students will receive written and verbal feedback on their analysis of a selected company for the group report. |
Assessment Rationale And Relationship
The summative assessment for the module is a, 15 minute group presentation and a 4000-word group report that will provide students with the opportunity to:
1. Analyse the current integrated marketing communications strategy for a selected company using the knowledge, understanding, and skills developed on the module.
2. Systematically develop a new integrated marketing communications campaign for the company based on the analysis using the knowledge, understanding, and skills gained from the module
The formative assessment relates to the first step of the group report, the analysis of the current integrated marketing communications strategy of the selected company. Students will receive verbal feedback on their initial evaluations in order to inform their assignment preparation.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8637's Timetable