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NBS8640 : Digital Marketing Strategy

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Dan Millard
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 150 student places

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


The module provides a foundation in digital marketing strategy. This includes the development of theoretical and practical knowledge of relevant concepts in the digital world and how these may be implemented in a company. Students will learn about how modern digital environments have influenced marketing and business strategies, the importance of carefully developed digital marketing strategy in the success of modern business, frameworks and tools for planning and developing digital marketing strategy and linking it to business strategy, different types of digital marketing strategies, approaches, and their relationship with the marketing mix, evaluation of digital marketing strategies, and issues in planning, shaping, implementing, and assessing digital marketing strategies.

Outline Of Syllabus

- Digital marketing strategy
- Digital Marketing Strategy fundamentals
- Digital Marketing Planning decisions
- The marketing mix in the digital context
- Micro and Macro environment in digital context
- Digital transformation
- Digital marketing strategy for B2b and B2C
- Digital Campaign Project Management
- Campaign Planning for Digital Marketing
- Digital Analytics and Measurement

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Scheduled Learning And Teaching ActivitiesLecture62:0012:00Key digital marketing strategy content
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching32:006:00Case-studies of key digital marketing strategy, formative feedback, assignment details
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Student knowledge of digital marketing strategies will be developed primarily through the lectures, including guest lectures from practitioners. In addition, seminars will explore digital market strategy with hands-on experience and the use of case studies and real-life organization.

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
Portfolio2M100Students will critically assess the digital marketing strategy of a company and develop a new digital marketing strategy with a 2,000 word portfolio, based on the knowledge and understanding gained from the module.
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
Portfolio2MFeedback on Company Evaluation
Assessment Rationale And Relationship

The summative assessment for the module is a 2000-word individual portfolio that will provide students with the opportunity to:
1.       Critically evaluate the digital marketing strategy of a company using the knowledge, understanding, and skills report developed on the module.
2.       Systematically develop a new digital marketing strategy for the company based on the evaluation using the knowledge, understanding, and skills gained from the module, with recommendations for its implementation.

The formative assessment relates to the first step of the individual portfolio, the evaluation of the digital marketing strategy of the target company. Students will receive verbal feedback on their initial evaluations in order to inform their assignment preparation.

Reading Lists