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MKT3012 : Digital Marketing

  • Offered for Year: 2021/22
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Lecturer: Dr Dan Millard, Mr Vajira Balasuriya
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


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 seminars and simulation-based sessions, the module provides students an opportunity to practice the learned concepts and make 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 essential digital marketing category that involves encouraging customer communications on a company’s site or social presence, 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.       Digital Marketing Strategy
3.       Analytics
4.       Campaign Planning for Digital Media
5.       On-Site SEO
6.       Off-Site SEO
7.       Paid Search Marketing
8.       Introduction to Stukent Mimic-Pro Simulation
9.       Display Advertising
10.       Email Marketing
11.       Social Media Marketing
12.       Online Reputation Management
13.       Mobile Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture62:0012:00PIP Lectures and four rounds of Simulation
Scheduled Learning And Teaching ActivitiesLecture92:0018:00Pre recorded, non synchronous Lecture material
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative assessments
Scheduled Learning And Teaching ActivitiesPractical21:002:00PIP Seminars (Simulations) (Semester 1)
Scheduled Learning And Teaching ActivitiesPractical41:004:00PIP Seminars (Simulations) (Semester 2)
Guided Independent StudyDirected research and reading166:0066:00Based on approximately 3 hours per teaching week (3x22)
Guided Independent StudyIndependent study138:0038:00N/A
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. 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 and Social media marketing.

There are seminars in Semester 1, and 10 practical sessions (10 simulation rounds) spread across semester 1 and 2. Two Seminars and two rounds of the simulation in Semester 1 are critical in making students aware of the different KPIs of digital marketing, the strategies of building a keyword portfolio, Paid search, etc. These are critical tools and concepts for a digital marketer, and seminars and simulation rounds of Semester 1 through problem-solving exercises will help students grasp these key tools.

In semester 2, continuing with the simulation rounds, students will connect the learnings across the two semesters to develop and execute a digital marketing campaign. In 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

Description Length Semester When Set Percentage Comment
PC Examination601A30Multiple Choice Exam will be set as in class assessment via Canvas in the assessment period (negative marking for wrong answers)
Other Assessment
Description Semester When Set Percentage Comment
Computer assessment2M70Stukent Mimic-Pro Simulation to be played by Students across Sem 1 (2 rounds of which one is a practice round) and Sem 2 (8 rounds)
Formative Assessments
Description Semester When Set Comment
Written exercise1MQuiz
Written exercise2MQuiz
Assessment Rationale And Relationship

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

In Semester 2, metrices generated over 10-rounds of simulation (2 of which students play in Semester 1 and the first round is a practice round; and the remaining eight rounds students will play in Semester 2) 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.

In the case of an alternative assessment for semester 1 (30% 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 a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

Reading Lists