PE6003 - Digital and Data Driven Marketing

What will I learn on this module?

This module is designed to develop your skills in understanding how one-to-one forms of marketing communications, across offline and online channels, can be combined into an overall campaign with the ability to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes:

Theme One - Principles of Direct and Digital Marketing: In this part of the module you will cover the fundamental practices in the direct marketing field, which will include acquisition and retention strategies, customer profiling and segmentation, database marketing, permission marketing and personalisation, relevant legislation and marketing metrics.

Theme Two - Digital Media: In this section you will explore the range of communications media available, ranging from traditional offline channels (such as direct mail and telemarketing) through to the ever-growing range of digital media options (including social media, email, web design and mobile commerce).

Theme Three - Campaign Planning: Here you will be introduced to the principles of campaign design, from initial context analysis and goal setting through to campaign implementation and evaluation. You will be encouraged to combine different marketing communications tools as part of an integrated campaign.

How will I learn on this module?

Each module session follows a similar structure of Learn, Explore Further and Apply. All learning materials and resources are accessible via our virtual learning environment.

Your learning in this module is through actively engaging with the various concepts and theories that are introduced to you. Your learning in this module will introduce you to a range of relevant data driven concepts that will be approached from both an academic base and also from a practitioner perspective. You will be challenged to consider how concepts can be applied to campaign scenarios and understand the limitations associated with various forms of campaign strategy.

In this module you are empowered as partners in the learning process, taking responsibility for your own learning at a distance, through engagement with the module’s resources and learning materials. The self-directed aspects of this module are supported by guidance at the module level, provided via the Virtual Learning Environment (VLE). Module information ensures that you have a clear understanding of what is required at the outset of the module. A theoretical overview of the principles of direct and digital marketing provides the basis for the learning materials in this module, supported by research-rich learning by engagement with current academic research on the digital marketing field and by enquiry-based research through work on a live case study project that will require you to develop appropriate business solutions. Engaging with the weekly session materials (including PowerPoint, audio and video formats), undertaking interactive tasks, and following up directed reading comprising key texts and contemporary journal articles, will provide a framework for informing and justifying your decisions in relation to your case study assessment. This is supported further through a tutor-supported discussion board which will benefit you by enabling regular interaction with both academic staff and fellow students on the module.

The module takes a very applied approach to digital marketing practice, and the assessment for this module is based upon a live case study sourced from a professional body that has excellent links to industry. The intention of this module is that you will become skilled in the process of campaign development and also improve your ability to compose convincing pitch presentations (as used across various types of marketing agencies).

How will I be supported academically on this module?

A range of approaches are adopted to accelerate your learning in this module.

During the first week of this module, you will receive information about the module and Teaching & Learning Plan. The teaching and learning plan (TLP) sets out
• Learning outcomes and overall module and programme aims
• Teaching, learning and assessment strategy
• Teaching schedule
• Directed reading references (text and journals) and core texts for the module

During this module your module tutor will provide academic support including:
• Delivering on—line materials
• Providing guidance in relation to assignments
• Development of key resources, made available through the VLE
• Assessing assignments and assess or review any other agreed summative or formative outputs as appropriate

You will be supported by a team of academic experts and will have the opportunity to receive feedback on on-going work giving you the opportunity to respond directly.

Where appropriate, students may also be directed to engage with Study Skills +, or other resources offered through the University Student Support Services such as Dyslexia Support.

The Library is open 24 hours a day and E-Learning Portal houses all your module documents including your timetable. These services can be accessed on a range of devices

The module will also have an e-reading list which directs learners to specific reading for each session. This includes direct access to repositories, journal articles and other academic sources. You will also be provided with access to a significant set academic research sources via the Northumbria University library portal.

You will also have opportunities to receive formative feedback from your tutor in response to opinions you express and issues you raise during workshop sessions and face-to-face or online tutorials. These formative feedback sessions are formally scheduled at key points throughout the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
MLO1: Introduce the concepts, theories and practices of adopting direct, interactive and integrated marketing strategies.

MLO2: To develop an understanding of the principles of using databases in the acquisition and retention of customers.

Intellectual / Professional skills & abilities:
MLO3: Make relevant campaign decisions based on effective data, information and insight, and being able to present this effectively to a professional audience.

MLO4: To develop practical skills around the development and presentation of agency standard campaign proposals.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

MLO5: Prepare for the digital marketing campaign with a critical appreciation of the associated ethical dimensions related to the activity.

How will I be assessed?

Formative assessment: Engaging with tasks in the learning materials will provide formative feedback in terms of general understanding of the core concepts. In relation to the development of the summative assessment, students will be encourage to submit their initial campaign ideas in the form of a mini-report/Panopto. This process will facilitate ongoing dialogue with opportunities for formative feedback aligned to weekly directed activities with the module tutor, as well as with fellow students through the module discussion board and help to inform the summative assessment.

Summative Assessment: There is one component of summative assessment.
Accounting for 100% of the overall mark, this task brings together the main themes of the module and requires students to develop a digital marketing strategy for a case study organisation, which will help them to achieve stated marketing objectives.

The strategy should utilise key on and offline channels, be based on appropriate secondary data, and include a clear measurement plan.

The report should be no more than 10 pages in length (3,000 words), and the appendix should be no more than 8 pages.





Module abstract

Direct and Interactive Marketing is an evolving set of activities of fundamental importance to marketers in the new digital age. Many ‘direct’ techniques are now being adopted by all types of organisations, be it large or small, profit or non-profit, as a cost effective method of communication with a defined target market(s) in mind. The module will consider a wide range of ‘direct’ media such as direct mail, all aspects of evolving digital marketing and mobile marketing. In addition, the module will also consider the growing use of web 2.0 and its integration for marketing purposes Social Media has transformed marketing strategies and tactics and we aim to keep students up to date with the latest developments.

Students will consider the process of target marketing and strategies for acquiring and retaining customers through strategic and creative campaigns, together with budgeting, measurement and evaluation techniques.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 18 Months Distance Learning

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start Upcoming Intakes - Academic Year 22/23: Oct 22, Jan 23, Apr 23, July 23

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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