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Module

MKT3012 : Digital Marketing

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Lecturer: Dr Dan Millard, Mr Vajira Balasuriya
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

Digital marketing is achieving marketing objectives through the application of digital technologies and media. The Digital Marketing module aims to provide students with an advanced understanding of digital marketing's strategic and tactical issues and equip them with professional, intellectual, and key transferable skills consistent with professional standards in digital marketing. The course is designed to build students’ knowledge of digital tools and techniques and how they can be applied in practice and enhance their employability. Through simulation-based sessions, the module provides students an opportunity to practice the learned concepts and make them aware of cutting-edge digital media tools and techniques.

Outline Of Syllabus

Indicative Outline of Syllabus (subject to change)
1.       Introduction to Digital Marketing
2.       Digital Micro and Macro Environment
3.       Digital Marketing Strategy
4.       Digital Media and Marketing Mix
5.       Delivering the Digital Customer Experience
6.       Campaign Planning for Digital Media
7.       Analytics
8.       On-Site SEO/ Off-Site SEO
9.       Paid Search Marketing
10.       WEB Design and Landing Page
11.       YouTube and Display Advertising
12.       Email Marketing
13.       Social Media Marketing
14.       Online Reputation Management
15.       Content Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture62:0012:00PIP Lectures
Scheduled Learning And Teaching ActivitiesLecture72:0014:00PiP
Scheduled Learning And Teaching ActivitiesLecture11:001:00PiP
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative assessments
Scheduled Learning And Teaching ActivitiesPractical61:006:00PIP Seminars (Simulations) (Semester 2)
Guided Independent StudyDirected research and reading661:0066:00Based on approximately 3 hours per teaching week (3x22)
Guided Independent StudyIndependent study141:0041:00N/A
Total200:00
Teaching Rationale And Relationship

In this module, through a combination of lectures and practical sessions (for simulation), students will be introduced and taught the core concepts of Digital Marketing. While working in practical sessions and using the simulation, students will have the opportunity to apply appropriate digital and social media tools and techniques to develop a digital marketing campaign for a hypothetical company and analyse the campaign's success.

Through Lectures in Semester 1 and Semester 2, students will be introduced to critical tools, concepts, and theories related to Digital marketing.

There are six practical sessions (6 simulation rounds) in Semester 2. Simulations are critical in making students aware of the different KPIs of digital marketing, building a Keyword Portfolio, Paid Search Marketing, Display Advertising, Email Marketing, Landing Page Optimisation, etc. As part of the simulation, students will think like a digital marketing manager and experience the challenges faced in a real-world scenario. Thus, the simulation will provide the students with experiential learning. Simulations will help students investigate, assess and evaluate relevant digital marketing concepts and tools to a real-world scenario.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Digital Examination901A50In-Person Multiple Choice PC-based Exam during the assessment period (negative marking for wrong answers)
Other Assessment
Description Semester When Set Percentage Comment
Computer assessment2M50Stukent Mimic-Pro Simulation to be played by Students in Semester 2.
Formative Assessments
Description Semester When Set Comment
Computer assessment1MQuiz and Practice Paper
Computer assessment2MQuiz
Assessment Rationale And Relationship

In Semester 1, the MCQs will evaluate a student’s knowledge, classification, application, and analysis of the key concepts of Digital marketing, digital strategy, digital analytics, digital campaign plan, budgeting, SEO, etc.

In the case of an alternative assessment for semester 1 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as Online Exam (not in-Person).

In Semester 2, metrices generated over simulation rounds (the first round is a practice round) will evaluate a student’s application of the core concepts of Keyword Portfolio, Paid Search Marketing, Display Advertising, Email Marketing, Landing Page Optimisation, etc., learned towards building a successful digital marketing campaign.

Reading Lists

Timetable