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MKT3012 : Direct and Digital Marketing

  • Offered for Year: 2019/20
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Demonstrator: Mr Michael Knowles
  • Lecturer: Dr Ana Javornik
  • 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


The aim of the module is to provide students with an advanced understanding of the strategic and tactical issues of direct and digital marketing, and to equip them with professional, intellectual and key transferable skills consistent with professional standards in direct and digital marketing (as recommended by the Direct Marketing Association (DMA) and the Institute of Direct and Digital Marketing (IDM).
Direct marketing can be traced to a book club in 15th century Italy. Its modern roots are founded in the use of distance selling by companies like Montgomery Ward in the USA to market agricultural and domestic goods to isolated communities in the 19th century. From these early roots direct marketing has evolved to include direct mail, print media, household delivery, telemarketing, interactive TV, e-mail, the Internet, mobile phone, and social media. Once considered to be a single channel form of direct selling, digital marketing is used either as a single media, in parallel with other media, or as a means of support to a dominant media, and is used by a wide range of suppliers of products and services.

Outline Of Syllabus

Introduction to Direct and Digital Marketing
Direct and Digital Marketing campaign planning
Customer acquisition
Social media marketing
Internet marketing
Mobile marketing
Email marketing and offline media
Customer engagement and retention
Creative strategy and implementation
Gaining customer insight
Segmentation, profiling and targeting
Data and database management and applications
Testing and research
UK media market/trends

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion155:0055:00N/A
Scheduled Learning And Teaching ActivitiesLecture162:0032:00N/A
Guided Independent StudyDirected research and reading155:0055:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00N/A
Guided Independent StudyIndependent study154:0054:00N/A
Teaching Rationale And Relationship

Knowledge outcomes are conveyed through lecture material, private study and recommended reading. Development of subject specific and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated by the use of case study material and other examples.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination1201A50Open book exam (individual)
Exam Pairings
Module Code Module Title Semester Comment
LMK3012Direct and Digital Marketing1N/A
Other Assessment
Description Semester When Set Percentage Comment
Written exercise2M50Group-based assignment on Institute of Direct and Digital Marketing (IDM) case study; peer reviewed, see IDM assignment brief
Formative Assessments
Description Semester When Set Comment
Oral Presentation1MOral feedback in seminars
Oral Presentation2MOral feedback in seminars
Assessment Rationale And Relationship

In Semester 1, the open book exam provides students with the opportunity to demonstrate their knowledge and practice exam skills ready for the optional IDM Professional exam in the spring/summer. Students are examined on a specific topics from Semester 1 and the ability to apply knowledge to case study material and propose solutions using different examples. The IDM Professional Exam in the Summer enables students to achieve a professionally recognised qualification; Cert DDM behind their name. On passing this externally set Professional IDM exam helps boosts their employability prospects at the start of their marketing career.

In Semester 2, the group exercise requires students to draw together the all the components of the theoretical component of the module and apply it to a real digital marketing problem from the IDM. Students can enter the IDM National Student Competition using their Semester 2 Group Assignment. Students are required to formulate a direct and digital marketing campaign within a marketing planning theoretical framework for a real case study and in addition, to evaluate, justify and rationalise choices made in the formulation of their marketing campaign.

Reading Lists