MK9629 - 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 to generate new customers and enhance existing relationships. To do this, the module is broken into three distinct themes:

• 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 campaign testing.
• 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).
• 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 and consider campsign budgeting and measurement.

How will I learn on this module?

The lectures 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.

Seminars will take place on a bi-weekly basis and be split into two separate activities – the first part of the seminar will be dedicated to an activity designed to consolidate understanding of concepts introduced in the lecture programme (e.g. through the use of case studies or creative marketing pitches). The second part of the seminar is based on the module assessment and will encourage you to make regular progress on your group work through activities such as short reports and presentations.

Weekly webinars will provide a chance to gain practical experience of some of the concepts introduced in the lecture and seminar programme; providing first-hand experience of tools and software used by marketing professionals.

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?

The module will be designed around a teaching and learning plan (TLP) which will be made available to you via the e-learning portal. This will also contain details of the required tasks for you to engage in prior to seminars, recommended reading and wider directed study to further enhance your knowledge of digital business.

Given the nature of the assessment on the module, you will be provided with regular support in the development of your ideas. Half of the allocated seminar time is dedicated towards the assessment process, and will involve you providing presentations and reports on your progress to the teaching team in order to receive feedback on how to further develop your work.

In addition to the allocated lecture, seminar and webinar time, you will also have opportunities to meet with your seminar tutor out of class to discuss your progress and development.

As the module has established links with the Data and Marketing Association (DMA), the module will also support you in preparation for other opportunities that will be made available to you, which may include participation in the DMA Creative Data Academy or the DMA Summer School. Completion of this module also allows you to undertake the DMA Certificate, a professional qualification which is a useful addition to your CV. Students who opt to undertake this qualification pay an additional fee to the DMA and the teaching team will put on additional sessions to support you in your examination preparation.

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:
• Introduce the concepts, theories and practices of adopting direct, interactive and integrated marketing strategies. [MLO1]
• To develop an understanding of the principles of using databases in the acquisition and retention of customers. [MLO2]

Intellectual / Professional skills & abilities:
• Make relevant campaign decisions based on effective teamwork and consultation and being able to present this effectively to a professional audience. [MLO3]
• To develop practical skills around the development and presentation of agency standard campaign proposals. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Prepare for the digital marketing campaign with a critical appreciation of the associated ethical dimensions related to the activity. [MLO5]

How will I be assessed?

Formative assessment: As part of the seminar programme, you will regularly receive feedback on your progress via both presentation pitches and executive summaries. Formative feedback will also be provided through tutorials.

Summative assessment: The module assessment is based on the DMA National Student Competition, which features a different live case study brief each year and challenges students to work in teams and develop an integrated digital marketing campaign proposal. The assessment is 100% group based and is structured as followed:

Group campaign presentation pitch: (10%, mid-semester). This will address MLO1, MLO4 and MLO5.

Group Business Report: (25 page limit plus peer evaluation activity, 90%, end of semester). This will address MLO2, MLO3, MLO4 and MLO5.


MK9525 - Digital Business: Models, Marketing and Operations



Module abstract

Marketing thrives on data. No matter what type of business you have or work for – whether it’s a large e-commerce, small business or
personal website – there are countless tools out there that enable marketers to capture a range of data at all stages of their marketing
campaigns. Gone are the days of mass, untargeted broadcasting. In its place, the digital age has ushered in broader reach but pinpoint
targeting accuracy.

Navigating the wealth of data available to you can, however, be incredibly daunting. In this module, you’ll explore contemporary digital media
channels and how you can use them to understand how people interact with your business. You’ll also develop your ability to use real data
and turn it into actionable information to create an integrated marketing campaign as part of a national student competition.

Course info

UCAS Code N650

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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