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Module

MKT3012 : Digital Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Demonstrator: Mr Michael Knowles
  • 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 the strategic and tactical issues of digital marketing and to 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 as well as how they can be applied in practice and enhance their employability. Students will learn how to successfully integrate online and offline media as well as develop an effective digital marketing plan. Through seminars and simulation-based sessions, the module additionally provides students an opportunity to practice the learned concepts and making them aware of cutting-edge digital media tools, techniques, and Big data. In this module, students will also become exposed to social media marketing and their relevant tools and techniques. Social media marketing is an important category of digital marketing which involves encouraging customer communications on a company’s site or social presences such as Facebook or Twitter or in specialist publisher sites, blogs, and forums.

Outline Of Syllabus

Indicative Outline of Syllabus (subject to change)
1.       Introduction to Digital Marketing
2.       Online Marketplace Analysis: 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-1 (Digital/ Google)
8.       Marketing Communications using digital media channels
9.       Seminars on Analytics, Keyword Search, and On-site and Off-site SEO
10.       Introduction to Social Media Marketing and Relationship Marketing using Digital Platforms
11.       Developing Personal Brand through social media marketing
12.       Social media marketing strategy
13.       Marketing with Facebook, Instagram, and Twitter
14.       Social media marketing campaigns
15.       Analytics-2 (Social Media)
16.       Introduction to Stukent Mimic Pro Simulation
17.       Stukent Mimic Pro Simulation (Paid Search, Online Advertising, Landing Page Optimization, Web Analytics, Email Marketing, SEO, Key Word Search and Research, etc.)

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture132:0026:00N/A
Scheduled Learning And Teaching ActivitiesLecture11:001:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesPractical61:006:00Simulation: Six-rounds. Each round is of 1hr.
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Total200:00
Teaching Rationale And Relationship

In this module through a combination of Lectures, Seminars and practical sessions (for simulation) students will be introduced and taught the core concepts of Digital and Social Media Marketing. In the first semester, through lectures, students would be introduced to Digital Marketing. In Semester 2, through lectures, students will be introduced to social media marketing. Subsequently, 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 analyze the success of the campaign.

There are three seminars in Semester 1 and six practical sessions (six simulation rounds) in Semester 2. Seminars in semester 1 are critical in making students aware of the different KPIs of digital marketing, the strategies of building a keyword portfolio, and off-site and on-site SEO. These are critical tools for a digital marketer and seminar-based discussion through problem-solving exercises, cases and articles will help students to grasp these key tools.

In semester 2, through a series of six simulation rounds, students will be able to connect the learnings across the two semesters to develop a digital marketing campaign. In the process of developing the campaign, students will be able to think as a digital marketer and experience the challenges faced in a real-world scenario. Thus, the simulation will provide the students with experiential learning. Simulations will help students to investigate, assess and evaluate appropriate 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
PC Examination901A50Multiple choice questions (75 in number)
Exam Pairings
Module Code Module Title Semester Comment
LMK3012Digital Marketing1N/A
Other Assessment
Description Semester When Set Percentage Comment
Report2M50Individual student simulation metrices(60%) & Written reflective report (1500 words) on individual experience with simulation(40%).
Formative Assessments
Description Semester When Set Comment
Written exercise1MQuiz
Written exercise2MQuiz
Assessment Rationale And Relationship

Semester 1 exams will assess students’ knowledge about theories, concepts, and analytical tools employed in Digital and Social Media Marketing. The exam will be computer-based. Semester 1 Exam will have 75 Multiple Choice Questions. The intended objective of this assessment is to test the student’s knowledge and subject-specific skills.

In Semester 2, metrices generated over six-rounds of simulation, will evaluate a student’s application of the core concepts of Paid Search, Online Advertising, Landing Page Optimization, Web Analytics, Email Marketing, SEO, Key Word Search and Research, etc., learned towards building a successful digital marketing campaign. Further, the metrices will help assess the execution of a campaign and its success or failure. The purpose of the reflective piece (1500 words) as part of the semester 2 report is to help students learn from their simulation experience. It will help them to make connections between what has been taught in theory and what they did in practice. Students reflect so that they can learn.

Reading Lists

Timetable