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Module

MKT3012 : Digital Marketing

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 175 student places
Semesters

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
European Credit Transfer System

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. Artificial intelligence, Augmented Reality and Virtual Reality
5. Digital Media and Marketing Mix
6. Metaverse
7. Campaign Planning for Digital Media
8. Analytics
9. On-Site SEO/ Off-Site SEO
9.       Content Marketing
10. Paid Search Marketing
10.       WEB Design and Landing Page
11.       YouTube and Display Advertising
12.       Email Marketing
13.       Social Media Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture92:0018:00PIP Lectures (7 Lectures* 2 hrs= 14 hrs) in Semester 1 and Synchronous Online Lectures (2 lectures*2 =4 hrs) in Semester 1.
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative assessments
Scheduled Learning And Teaching ActivitiesLecture61:309:00PiP Lecture (6 lectures*1 hr 30 mins = 9 hrs) in Semester 2
Scheduled Learning And Teaching ActivitiesPractical61:006:00Seminars (Simulations) (Semester 2). 3xPiP, 3x online synchronous
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, 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). Inspera Platform will be used.
Other Assessment
Description Semester When Set Percentage Comment
Computer assessment2M50Simulation to be played by Students in Semester 2. Students play this simulation on their personal laptops/ desktops or university clusters
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
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. There will be negative marking for wrong answers.

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).There will be negative marking for wrong answers.

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