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As the digital era develops and our reliance on digital technology increases, so does the need for organisations to stay ahead of their competitors with improved targeting and analyse via the latest digital marketing channels and tools. 

With a known digital skills gap within the marketing industry, our Digital Marketing Degree Apprenticeship provides the perfect opportunity for companies to invest their apprenticeship levy or funding to ensure there marketing prevision is current and challenging in today’s competitive market environment.  

Our apprenticeship has been developed in collaboration with industry professionals and aligned to the professional standards of the three major marketing accrediting bodies: Chartered Institute of Marketing (CIM), the Institute of Data and Marketing (IDM) and the Market Research Society (MRS). 

Apprentices on the programme will develop an understanding for all areas of digital marketing including digital advertising, consumer online behaviour, the importance of the customer experience and campaign management. Additionally, students will explore the importance of data and how to analyse and segment the information for targeted campaigns. 

This programme is the ideal learning platform for those new to marketing who would like to progress into a digital specialist role and experienced marketing professionals whose previous education may not have included the digital platforms and tools available today. 

As the digital era develops and our reliance on digital technology increases, so does the need for organisations to stay ahead of their competitors with improved targeting and analyse via the latest digital marketing channels and tools. 

With a known digital skills gap within the marketing industry, our Digital Marketing Degree Apprenticeship provides the perfect opportunity for companies to invest their apprenticeship levy or funding to ensure there marketing prevision is current and challenging in today’s competitive market environment.  

Our apprenticeship has been developed in collaboration with industry professionals and aligned to the professional standards of the three major marketing accrediting bodies: Chartered Institute of Marketing (CIM), the Institute of Data and Marketing (IDM) and the Market Research Society (MRS). 

Apprentices on the programme will develop an understanding for all areas of digital marketing including digital advertising, consumer online behaviour, the importance of the customer experience and campaign management. Additionally, students will explore the importance of data and how to analyse and segment the information for targeted campaigns. 

This programme is the ideal learning platform for those new to marketing who would like to progress into a digital specialist role and experienced marketing professionals whose previous education may not have included the digital platforms and tools available today. 

Course Information

Level of Study
Undergraduate

Mode of Study
3 Years Part-Time

Department
Newcastle Business School

Location
City Campus, Northumbria University

City
Newcastle

Start
September 2020 or September 2021

Fee Information

Module Information

During the first year of the degree, students will develop an understanding of how organisations function and use digital marketing. The second and third year will cover the knowledge and understanding of the digital marketing domain providing a firm grasp of the subjects through a mix of lectures, seminars, group work and practical workshop that utilise real data. 

By the end of the course, students will have the practical experience and in-depth knowledge in all the key areas within this fast-changing industry including;  

  • Customer journey mapping
  • Search Engine Optimisation (SEO)
  • Pay per click (PPC)
  • Data collection and personalisation
  • Social media and social Listening
  • Web design and analytics (inc Google Analytics)
  • Mobile marketing
  • Market research
  • Campaign management and analysis  

Given the ever-changing nature of the digital marketing field, you will be encouraged to innovate and apply emerging technologies to solve business problems. Assessments which include reports, presentations and work-based projects have been designed to enable students to relate academic theory and knowledge directly to their organisation and provide a real world context.

Full details on the modules for each year of the programme can be found below.

Our apprenticeship is taught by experts in the field who possess a real passion for marketing and its digital evolution.  

Our academic team, who also teach our established MSc Digital Marketing which runs in Newcastle and London, are recognised leaders and practitioners in digital marketing with a diverse range of industry experience across a variety of sectors, including agency and in-house.  Outside of teaching the team are involved in a number of research projects and sit on the board of various associations including the professional marketing academy and North East board for the CIM.

The programme sits within Northumbria’s Newcastle Business School, which has a global reputation for delivering some of the best business education in the UK.  We are part of an elite group of less than 1% of business schools worldwide with double accreditation from the Association to Advance Collegiate Schools of Business (AACSB) in business and accounting.

University study will make-up 20% of the apprentice’s weekly learning and timely face-to-face contact will be essential.  Attendance at tutor-led sessions is very important, however as employees, we appreciate apprentices may unavoidably miss an occasionally taught class therefore all learning and teaching materials will be available via a virtual classroom and accessible to students remotely.  

Whilst on campus, students will have access to the University’s exceptional facilities including social spaces, IT facilities and lecture theatres and not forgetting 24/7 access to our award winner University Library.   

Facilities / Newcastle Business School

Research / Newcastle Business School

Discover more about current research projects at Newcastle Business School

In partnership with Northumbria University, the employer will support the learner at work to achieve their apprenticeship. Whilst studying the apprentice will be required to work full-time, for at least 30 hours a week, and will be supported through learning at work to achieve the requirements of the apprenticeship standard.

In the workplace, apprentices will be supported by a mentor and colleagues to develop an in-depth understanding of the day-to-day workings of the business.

Both apprentice and their line manager will be supported by Northumbria University throughout the programme, including access to online support materials for line managers. Apprentices will also meet with their own manager/mentor and individual professional development coach in the workplace at least four times each year.

During the programme, many assessments are work-based and aligned to the context and activity of the organisation, leading to increased organisational understanding and performance by the apprentice whilst ensuring they develop new skills and enhance productivity and business performance.

In order to complete the programme, the learner will have to demonstrate that they have obtained the relevant skills, knowledge and behaviour required during their workplace training.

Whilst off-campus and in the workplace, students will have access to our technology-enhanced learning (TEL) facilities which provide access to module information, electronic reading lists and online learning resources such as podcasts, e-books and e-journals.

The employer covers all tuition fees for the apprentice, the total payment required depends on the organisations apprenticeship levy status.

Students studying an apprenticeship do not pay any tuition fees, however, as they are in full-time employment they do not have student status and therefore are not entitled to apply for student finance.  

To discuss the fees of this apprenticeship in detail or to explore signing an agreement with the university, complete the enquiry form below and someone from our Business and Enterprise team will be in touch shortly.

 Enquire now about this apprenticeship:

We guide both employer and employee through the application and funding process and will be on hand to assist you during the apprenticeship journey.

To start the application process for either current employees or new recruits contact our Business and Enterprise team today by email or complete our online enquiry form. Alternatively you can call 0191 227 3251.

All students are required to be in full-time employment to study the Digital Marketer Degree Apprenticeship. If you are interested in studying this apprenticeship and you are in current full-time employment complete our online enquiry form.

If you are not in full-time employment but would like to study this apprenticeship programme, discover our recruitment opportunities below. Alternatively, visit our vacancies page for information on all apprenticeship opportunities currently available

.  

 Enquire now about this apprenticeship:

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Explore our full range of Higher and Degree Apprenticeships within the following sectors:

Entry Requirements 2020/21

Standard Entry

Standard Entry

Admission onto any of our higher or degree apprenticeships can only take place if you are employed in a role which enables you to undertake the work-based learning at the appropriate level required by the Apprenticeship. Admission is also dependent on your employer having in place a contract with Northumbria University and your employer has signed an agreement with the University.  Applicants should be employees who have access to organisational experience in order to enable them to apply theoretical concepts to their personal and professional experience.

120 UCAS Tariff points

From a combination of acceptable Level 3 qualifications which may include: A level, BTEC Diplomas/Extended Diplomas, Scottish and Irish Highers, Access to HE Diplomas or the International Baccalaureate

Find out how many points your qualifications are worth using the UCAS Tariff calculator: www.ucas.com/ucas/tariff-calculator

Subject Requirements:

There are no specific subject requirements for this course.

GCSE Requirements:

Students will need to provide evidence that they have achieved Maths and English Language at minimum grade 4 or C, or the equivalent.

You should also note, that it is a condition of achieving the apprenticeship that you have GCSE grades C or above (or 4 to 9) in English Language and Maths, or Functional Skills English or Maths at level 2 by the end of your Apprenticeship. If you are unable to provide evidence of these qualifications, you will be required to complete the relevant Level 2 Functional Skills qualifications.

Additional Requirements:

Applicants should use the personal statement on their application to illustrate their abilities, aptitudes, skills, qualifications and experiences which may be taken into account as well as or instead of any of the formal qualifications listed below.

International Qualifications:

We welcome applicants with a range of qualifications from the UK and worldwide which may not exactly match those shown above. If you have taken qualifications outside the UK you can find out how your qualifications compare by visiting our country page www.northumbria.ac.uk/yourcountry

English Language Requirements:

International applicants are required to have a minimum overall IELTS (Academic) score of 6.0 with 5.5 in each component (or approved equivalent*).

*The university accepts a large number of UK and International Qualifications in place of IELTS.  You can find details of acceptable tests and the required grades you will need in our English Language section. Visit www.northumbria.ac.uk/englishqualif

Entry Requirements 2021/22

Standard Entry

Admission onto a higher or degree apprenticeship can only take place if applicants are currently employed and their employer has a training agreement in place with Northumbria University.

 Applicants must be employed in a relevant role, with the opportunity to apply theoretical concepts directly to their personal and professional work experience.

Potential apprentices will need:

120 UCAS Tariff points

From a combination of acceptable Level 3 qualifications which may include: A-levels, BTEC Diplomas/Extended Diplomas, Scottish and Irish Highers, Access to HE Diplomas or the International Baccalaureate.

 

We may also consider applicants who have successfully completed a related Level 3 Advanced Apprenticeship, or those with non-standard qualifications, or a significant amount of relevant work-based or professional experience.

Find out how many points your qualifications are worth using the UCAS Tariff calculator: www.ucas.com/ucas/tariff-calculator  

English Language Requirements:

International applicants should have a minimum overall IELTS (Academic) score of 6.0 with 5.5 in each component (or an approved equivalent*).

 

*The university accepts a large number of UK and International Qualifications in place of IELTS. You can find details of acceptable tests and the required grades in our English Language section: www.northumbria.ac.uk/englishqualifications

GCSE Requirements:

It is a condition that you have GCSE grades C/4 or above in English Language and Maths, or Functional Skills English or Maths at level 2 by the End Point Assessment period of your Apprenticeship.

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* By submitting your information you are consenting to your data being processed by Northumbria University (as Data Controller) and Campus Management Corp. (acting as Data Processor). To see the University's privacy policy please click here

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

HR9408 -

Personal Development and Professional Competence (20 Credits)

This module is designed to support you in setting the foundation for your personal and professional development as an existing or aspiring manager. We will introduce you to the learning approach that will be adopted throughout the programme and the way in which this suite of modules will support your application of learning from all modules into your professional practice in the workplace. Through engaging in the workshop sessions and the associated learning activities, you will develop your self-awareness and self-management, interpersonal skills and your abilities in working with others. The module will also strengthen your capacity as an independent and work-based learner. The broad areas covered by this module include:

• Developing self-awareness and self-management
• Learning approaches and ownership of personal development
• Interpersonal skills
• Team dynamics and team working

Underpinned by theoretical concepts and models and providing opportunities for skills practice, you will develop your management knowledge and skills and demonstrate this through using your workplace practice to evidence your enhanced personal and professional skills. This module will support you in creating a personal and professional development plan or learning contract that will adapt and develop throughout the programme as you develop new skills and knowledge. By engaging in self and social development processes, identifying personal and professional development needs and gathering examples of your practice in the workplace, you will be able to evidence your development journey throughout the programme.

More information

MK9408 -

Digital Business Models and E-commerce (20 Credits)

Throughout this module, you will consider the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will in particular cover the following 3 themes:

Digital Business Strategy: You will develop an understanding of the different business models (including omni and multiple channel business strategies) related to e-commerce and e-business strategy, and gain insights into emerging technologies, trend, and themes.

Ethics, law, and e-commerce: In this part of the module you will consider the ethical, social, and political issues that e-commerce raises, including information rights, intellectual property, taxation and governance.

Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, by addressing issues such as the application of various systems to facilitate digital transactions, SCM for e-commerce, e-procurement, e-CRM and so on. In addition, you will consider how different types of information systems can support decision-making.

More information

MK9409 -

Digital Marketing Professional Development 1 (20 Credits)

You will learn through tutor facilitated workshops, skills practice, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the programme to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. You are encouraged to customise your individual portfolio so that it is directly relevant to what you need to learn, apply and evidence. The workplace provides a rich learning environment if you know how to plan, reflect and renew your own knowledge and skills through formal and informal modes of learning in practice. Importantly you will be required to review your learning and evidence with your workplace mentor and your individual coach on a regular basis, and provide evidence of the transfer of your learning into updating the knowledge, skills, behaviours and attitudes that underpin the development of your professional practice. Therefore, it is the evidence of how you have applied learning to improve your own practice in the workplace, which will demonstrate your competence in this module. This portfolio will enable you to demonstrate how you have applied your learning from across all modules into your workplace practice. You will be building a portfolio of evidence that illustrates your development as a digital marketing specialist throughout the whole programme.

More information

NX9444 -

Global Business Environment and Functions (40 Credits)

This Module addresses the environment in which business organisations operate and introduces the key functions in an organisation. The module will typically draw from the following themes:

Introduction to the Global Business Environment
• Global Business Environment
• Macro-economics
• Commercial context for organisations
• Corporate Social Responsibility
• Stakeholders and shareholders

Accounting and Finance
• The purpose of accounting information
• Users of accounting information
• Accounting for business transactions
• Key accounting statements
• Interpretation of Financial Information
• Using financial information to support management decisions
• Sources of finance
• Resource planning through budgeting planning and control systems

Human Resource Management
• The purpose and objectives of human resource management in organisations
• The value of effective human resource management for businesses and employees
• Recruitment and Selection
• Training and Development
• Reward Management
• Performance Appraisal
• Employee Relations
• Health and Safety

Operations Management
• The purpose and objectives of operations management
• Operations as a transformational process
• Design: product/service, process, and location, layout and flow
• Deliver: supply, capacity, planning and inventory
• Develop: quality and improvement
• Procurement and Contracting
• Legal requirements around procurement and contracting

Marketing
• Relationship-based marketing
• The marketing concept and its relevance in the modern organisation
• Developing an effective marketing mix
• Consumer and organisational buyer behaviour
• Marketing research and information systems
• Market segmentation and positioning
• Marketing mix decisions within a variety of organisational and market contexts

More information

NX9471 -

Business Research Methods and Analysis (20 Credits)

This module introduces your learning in a research rich learning environment. It outlines the nature and value of research within organisations, and you will develop the knowledge and skills to apply a variety of qualitative and quantitative analytical methods and tools to support business research and decision-making. The module is delivered using workshops, in which key knowledge will be addressed and you will be provided with the opportunity to develop your skills in conducting research and analysing data.

Within this module, you will cover a range of topics, including:

• Introduction to University learning resources
• The value of a research rich approach as a means of enhancing your learning and informing organisational and personal practice
• Using academic theory, models, principles and frameworks to help understand and inform organisational and personal practice
• Engaging with academic literature and published research outputs
• Academic Writing
• Ethics issues in research
• Qualitative research methods – interviewing and observation, analysing qualitative data
• Quantitative research methods – data collection and statistical analysis, comprising data types, sampling, questionnaire design and coding, survey dissemination, data presentation and summary, correlation and regression analysis, time series forecasting.


You will develop your understanding of research methods as a means of informing how you may conduct research within your organisation. Furthermore, you will be encouraged to consider your role as a researcher and the ethical considerations in the research process. You will develop skills regarding the analysis of qualitative and quantitative data. In doing so, it will expose you to a wide range of techniques for use in modelling, analysis and interpretation of business problems. You will become aware of the role of modelling as an aid to business problem solving. Furthermore, you will gain an understanding of the role of MS Excel as an aid to data analysis and the development of various business problem-solving models. Through addressing these themes, you will also learn the significance of research proposals as well as how to structure them.

More information

MK9519 -

Customer Experience and Relationship Marketing (20 Credits)

The overall intention of this module is to encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. With this in mind you will address the following themes:
• Customer Experience (CX): You will be introduced to the concept of CX: (defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle).
• Service Design: Using principles of lean systems, you will appreciate how organisations design systems to add value to the customer experience.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice, and also reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics (satisfaction, retention, and other models such as ‘recency frequency value’).
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Relationship Marketing: Much of the module content stems from the overarching principle of Relationship Marketing, and you will be encouraged to critically explore this area of literature and consider the three core pillars of RM: acquisition, retention and dissolution.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

More information

MK9520 -

Digital Consumerism (20 Credits)

Many customers are increasingly multichannel in their interactions with organisations, and this module is designed to give you an oversight of how customers make decisions online as individuals and collective groups. Core themes of this module include:

- Customer Personas and Segmentation: You will consider how customers can be segmented based upon their levels of digital literacy and engagement, and also consider the technological requirements of different generational groups (such as millennials versus generation Z). From here you will develop skills in creating customer personas as a tool to aid marketing decision making.
- Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour.
- Journey Mapping: You will gain an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.
- Virtual Brand Communities: Many online organisations attempt to create online communities where users contribute towards co-creation of new products, advocate the brand or engage in various engagement strategies (such as gamification). You will also consider how digital channels have given consumers increased voice and influence in the marketplace and the growth of brand activism.
- Social Consequences of Digitisation: You will also consider some of the negative consequences of consumer engagement with online channels, including social media and screen addiction, fake reviews, abusive / harmful behaviour and security / privacy issues.

More information

MK9521 -

Marketing Research and Planning (20 Credits)

This module helps you develop a comprehensive understanding of the role of ‘Marketing Research’ and ‘Marketing Planning’. Specifically, you will gain an understanding about how marketing planning and research can assist marketers, managers, and entrepreneurs to achieve competitive advantages and marketing objectives. You will develop your ability to interpret and analyse secondary and primary data that can aid future marketing decisions.
The module covers the following content.
1. Principles and different types of marketing research (including secondary and primary research, qualitative and quantitative methods);
2. Fundamentals of marketing planning;
3. Core components of the marketing mix;
4. Marketing plan implementation and control.

More information

MK9522 -

Social Media and Mobile Marketing (20 Credits)

This is a 40-credit core module running in the second year of your Digital Marketer Degree Apprenticeship.

Social media and web 2.0 software applications such as social networking tools, wikis, blogs, video sharing sites and other collaborative software have had a considerable impact upon how organisations and consumers interact. The aim of the module is to explore the various ways in which social media is used in marketing, advertising and branding, and how the pervasiveness of mobile technology has played a pivotal role in the rise of social media.

Social media is seen as a key channel in integrated marketing communications, and a firm’s use of social media now has significant impact on the effectiveness of most marketing campaigns and branding strategies. The module will consider the various marketing strategies and techniques used on social media; explore basic methods of analysis in monitoring social media, consider a number of case studies in which social media have been used and examine the effectiveness and limitations (including legal and ethical issues) of social media and engagement.

Students will produce a detailed plan for the use of social media in a branding or advertising campaign including the production of exemplar material for use in a campaign.

More information

MK9523 -

Web Design for Marketers (20 Credits)

An organisation’s website and emails remain two of the most important aspects of how a company presents itself to the outside world. In this module, you will explore how websites and emails are constructed and develop an appreciation of design principles.
The module is composed of three themes:
• Principles of Design: Web design is a constantly evolving subject. New devices and methods of browsing can change the landscape of the internet and how people consume websites and emails. You will explore core design ideas which can be used to create functional, responsive and user focused designs for both websites and email marketing campaigns across devices. You will also look at the role of web standards and their importance.

• Building Blocks of the Web: There are many different technologies which are at play in the internet. However an organisation choices to build their website or whichever platform they use to send marketing emails, their solution will make use of two fundamental web technologies - HTML and CSS. Here you will learn how to write HTML and CSS and how these two technologies work together to layout and structure the content of a web page.

• Designing Compelling Emails: Email marketing continues to remain a fundamental part of most companies digital market strategy. This section will introduce you to practical techniques of using the technologies explored elsewhere. You will learn how to create email designs which scale elegantly to different devices and be introduced to platforms which can send marketing emails.

More information

MK9524 -

Digital Marketing Professional Development 2 (20 Credits)

You will learn through tutor facilitated workshops, skills practice, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the programme to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. You are encouraged to customise your individual portfolio so that it is directly relevant to what you need to learn, apply and evidence. The workplace provides a rich learning environment if you know how to plan, reflect and renew your own knowledge and skills through formal and informal modes of learning in practice. Importantly you will be required to review your learning and evidence with your workplace mentor and your individual coach on a regular basis, and provide evidence of the transfer of your learning into updating the knowledge, skills, behaviours and attitudes that underpin the development of your professional practice. Therefore, it is the evidence of how you have applied learning to improve your own practice in the workplace, which will demonstrate your competence in this module. This portfolio will enable you to demonstrate how you have applied your learning from across all modules into your workplace practice. You will be building a portfolio of evidence that illustrates your development as a Digital Marketingspecialist throughout the whole programme.

More information

BM9607 -

Project Management (20 Credits)

From both a practical and theoretical view, you will learn to think about what project management means, the process of project management and how to manage projects by using a number of professional project management methods such as project charters, benefits realisation, work-breakdown structures, and scheduling techniques. Within this module the main topics covered (incorporating the knowledge areas outlined by the globally recognised ‘A Guide to the Project Management Body of Knowledge’ PMBOK®) include:

• Identifying project requirements
• Addressing the various needs and expectations of the relevant social groups as a project is planned and carried out
• Setting and maintaining active communication with relevant social groups
• Sustainable project management and addressing competing project constraints such as scope, quality, schedule, budget, resources and risk.

The module will develop your professional skills and confidence in managing projects using various techniques and drawing on your academic study of contemporary project management literature. You will explore a range of approaches plus alternative views in order to challenge assumptions and identify ways to make project management more meaningful and sustainable. You will become aware of the role of professional techniques and methodologies as an aid to managing projects. Alongside this practical learning, you will develop critical understanding of the importance of integrating social and ethical criteria into project planning and operation.

On completing the module, you will be able to utilise appropriate professional project management techniques. You will have developed a blend of technical skills with reflective, social knowledge to support the theoretical material introduced throughout the module.

Completion of the module also provides eligibility for entrance to the ‘Certified Associate of Project Management’ examination. This is a credential offered by the globally recognised Project Management Institute provided the candidate has at least 24 hours of formal project management education.

More information

MK9621 -

Digital Campaign Management (20 Credits)

This module is designed to provide students with an overview of managing a digital marketing campaign alongside opportunities to utilise a range of digital media. At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media uses, offering interactive opportunities for businesses to communicate.

The module will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how the evolving digital media can be utilised in deploying a digital campaign.

• Content Management: an appreciation of delivering content through a variety of digital platforms; website, mobile, social media and email.

• User Experience: investigating what constitutes for a positive user experience through digital platforms, and how this will manifest itself on different platforms.

• Social Media Marketing: explore social media campaigns and appreciate what influences successful campaigns and their implementation.

• Mobile Marketing: investigate the growing importance mobile marketing plays within a digital campaign and its role within the customer journey.

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalise nature and its target approach.

• Affiliated: appreciation of the role of affiliation marketing and how it can be used as part of relationship with external suppliers to drive traffic through SEO, PPC, email marketing, display advertising.

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns.

More information

MK9622 -

Strategic Marketing in the Digital Era (20 Credits)

This module will extend your knowledge and understanding of (digital) marketing concepts acquired from your previous studies, and apply them in order to develop comprehensive marketing stratefies. You will learn to apply the principles and techniques of marketing strategy and incorporate digital marketing elements to help organisations achieve their objectives. You will learn to use models which help marketing managers make more informed decisions (e.g. environmental analysis, new product development and branding) and you will understand the role of digital marketers in an organisation. You will undertake analysis of complex situations via the use of case studies and learn how to present solutions through group discussions. The ability to think strategically will be expressed in the production of marketing plans that incorporate marketing and digital marketing elements.
Within this module, you will cover three main areas:

1) Designing appropriate marketing strategies:

• Assessing internal and external environments
• Developing effective marketing strategies
• New product development
• Building strong brands
• Developing relationship and sustainable marketing strategies

2) Use of Digital Marketing

• Effectively incorporating Digital Marketing in business strategies
• Developing Digital Marketing strategies for sustainable competitive advantage
• Using Digital Marketing to build brand awareness and loyalty
• Combining different Digital Marketing tools to maximise the effectiveness of our strategies

3) Implementation of strategies:

• Implementing (digital) marketing strategies
• Delivering customer value
• Marketing metrics and Key Performance Indicators

More information

MK9623 -

Digital Marketing Metrics (20 Credits)

In this module, you will explore the important role of data, websites and social media platforms in an organisation’s digital marketing strategy. By doing so, you will learn the principles of traditional and digital evaluation plus the concept of social listening using big data. You will also learn about using different analytic tools which, will be used to review information for the consideration of traditional information and big data. All this will help measure the effectiveness of an organisation and its associated campaigns. Experiences that you will cover include understanding key marketing metrics, Netnography, forecasting and website Evaluation. You will appreciate application of web and social media marketing which include strategic social listening, search engine optimisation, pay per click, conversion rate optimisation.
You will also be given an introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting.

More information

MK9624 -

Digital Marketing EPA Work-Based Project (40 Credits)

This module provides an opportunity for you to investigate into a work-related issue, practicing research skills through engaging in a research project. Through studying this module you will develop a wide range of inter-personal, intellectual and practical (functional) skills. You will increase your awareness of the workplace as a learning environment and enhance your individual effectiveness and employability, whilst also contributing to the organisation’s development and effectiveness through change.

The project will draw upon your learning across the programme: to identify a business, management or leadership issue relevant to your organisation and design and conduct an appropriate investigation into this issue. The project will focus on a work-based issue and develop your skills in:

• the diagnosis of problems
• identifying project objectives
• project planning
• project management
• development of strategies to address problems
• data collection
• data analysis
• addressing ethical issues in research
• drawing supportable conclusions from data analysis
• outlining recommendations
• presentation techniques

You will be expected to demonstrate that appropriate ethical, commercial confidentiality and data protection issues are taken into consideration from an organisational, individual perspective by adhering to University Ethical Guidelines. Furthermore you will also engage in reflection on the learning derived from carrying out the project.

More information

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

HR9408 -

Personal Development and Professional Competence (20 Credits)

This module is designed to support you in setting the foundation for your personal and professional development as an existing or aspiring manager. We will introduce you to the learning approach that will be adopted throughout the programme and the way in which this suite of modules will support your application of learning from all modules into your professional practice in the workplace. Through engaging in the workshop sessions and the associated learning activities, you will develop your self-awareness and self-management, interpersonal skills and your abilities in working with others. The module will also strengthen your capacity as an independent and work-based learner. The broad areas covered by this module include:

• Developing self-awareness and self-management
• Learning approaches and ownership of personal development
• Interpersonal skills
• Team dynamics and team working

Underpinned by theoretical concepts and models and providing opportunities for skills practice, you will develop your management knowledge and skills and demonstrate this through using your workplace practice to evidence your enhanced personal and professional skills. This module will support you in creating a personal and professional development plan or learning contract that will adapt and develop throughout the programme as you develop new skills and knowledge. By engaging in self and social development processes, identifying personal and professional development needs and gathering examples of your practice in the workplace, you will be able to evidence your development journey throughout the programme.

More information

MK9408 -

Digital Business Models and E-commerce (20 Credits)

Throughout this module, you will consider the opportunities and challenges posed by doing business in an increasingly digital domain. This module is designed to give you an understanding of how using online channels impacts upon different parts of the organisation, and will in particular cover the following 3 themes:

Digital Business Strategy: You will develop an understanding of the different business models (including omni and multiple channel business strategies) related to e-commerce and e-business strategy, and gain insights into emerging technologies, trend, and themes.

Ethics, law, and e-commerce: In this part of the module you will consider the ethical, social, and political issues that e-commerce raises, including information rights, intellectual property, taxation and governance.

Supply Chain Management and Information Systems: You will also develop an appreciation of the role of supply chains in serving global markets, by addressing issues such as the application of various systems to facilitate digital transactions, SCM for e-commerce, e-procurement, e-CRM and so on. In addition, you will consider how different types of information systems can support decision-making.

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MK9409 -

Digital Marketing Professional Development 1 (20 Credits)

You will learn through tutor facilitated workshops, skills practice, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the programme to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. You are encouraged to customise your individual portfolio so that it is directly relevant to what you need to learn, apply and evidence. The workplace provides a rich learning environment if you know how to plan, reflect and renew your own knowledge and skills through formal and informal modes of learning in practice. Importantly you will be required to review your learning and evidence with your workplace mentor and your individual coach on a regular basis, and provide evidence of the transfer of your learning into updating the knowledge, skills, behaviours and attitudes that underpin the development of your professional practice. Therefore, it is the evidence of how you have applied learning to improve your own practice in the workplace, which will demonstrate your competence in this module. This portfolio will enable you to demonstrate how you have applied your learning from across all modules into your workplace practice. You will be building a portfolio of evidence that illustrates your development as a digital marketing specialist throughout the whole programme.

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NX9444 -

Global Business Environment and Functions (40 Credits)

This Module addresses the environment in which business organisations operate and introduces the key functions in an organisation. The module will typically draw from the following themes:

Introduction to the Global Business Environment
• Global Business Environment
• Macro-economics
• Commercial context for organisations
• Corporate Social Responsibility
• Stakeholders and shareholders

Accounting and Finance
• The purpose of accounting information
• Users of accounting information
• Accounting for business transactions
• Key accounting statements
• Interpretation of Financial Information
• Using financial information to support management decisions
• Sources of finance
• Resource planning through budgeting planning and control systems

Human Resource Management
• The purpose and objectives of human resource management in organisations
• The value of effective human resource management for businesses and employees
• Recruitment and Selection
• Training and Development
• Reward Management
• Performance Appraisal
• Employee Relations
• Health and Safety

Operations Management
• The purpose and objectives of operations management
• Operations as a transformational process
• Design: product/service, process, and location, layout and flow
• Deliver: supply, capacity, planning and inventory
• Develop: quality and improvement
• Procurement and Contracting
• Legal requirements around procurement and contracting

Marketing
• Relationship-based marketing
• The marketing concept and its relevance in the modern organisation
• Developing an effective marketing mix
• Consumer and organisational buyer behaviour
• Marketing research and information systems
• Market segmentation and positioning
• Marketing mix decisions within a variety of organisational and market contexts

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NX9471 -

Business Research Methods and Analysis (20 Credits)

This module introduces your learning in a research rich learning environment. It outlines the nature and value of research within organisations, and you will develop the knowledge and skills to apply a variety of qualitative and quantitative analytical methods and tools to support business research and decision-making. The module is delivered using workshops, in which key knowledge will be addressed and you will be provided with the opportunity to develop your skills in conducting research and analysing data.

Within this module, you will cover a range of topics, including:

• Introduction to University learning resources
• The value of a research rich approach as a means of enhancing your learning and informing organisational and personal practice
• Using academic theory, models, principles and frameworks to help understand and inform organisational and personal practice
• Engaging with academic literature and published research outputs
• Academic Writing
• Ethics issues in research
• Qualitative research methods – interviewing and observation, analysing qualitative data
• Quantitative research methods – data collection and statistical analysis, comprising data types, sampling, questionnaire design and coding, survey dissemination, data presentation and summary, correlation and regression analysis, time series forecasting.


You will develop your understanding of research methods as a means of informing how you may conduct research within your organisation. Furthermore, you will be encouraged to consider your role as a researcher and the ethical considerations in the research process. You will develop skills regarding the analysis of qualitative and quantitative data. In doing so, it will expose you to a wide range of techniques for use in modelling, analysis and interpretation of business problems. You will become aware of the role of modelling as an aid to business problem solving. Furthermore, you will gain an understanding of the role of MS Excel as an aid to data analysis and the development of various business problem-solving models. Through addressing these themes, you will also learn the significance of research proposals as well as how to structure them.

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MK9519 -

Customer Experience and Relationship Marketing (20 Credits)

The overall intention of this module is to encourage you to think about the relationships that companies have with their customers over a period of time, rather than view each customer purchase as an individual ‘transaction’. With this in mind you will address the following themes:
• Customer Experience (CX): You will be introduced to the concept of CX: (defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle).
• Service Design: Using principles of lean systems, you will appreciate how organisations design systems to add value to the customer experience.
• Customer Satisfaction and Loyalty: You will consider how customer satisfaction is defined and measured in practice, and also reflect on the relationship between satisfaction and customer loyalty (incorporating the use of loyalty schemes). This will include appreciating relevant metrics (satisfaction, retention, and other models such as ‘recency frequency value’).
• Customer Feedback and Complaint Handling: You will consider how organisations should respond to negative scenarios with a view to retaining customers and limiting reputational damage.
• Relationship Marketing: Much of the module content stems from the overarching principle of Relationship Marketing, and you will be encouraged to critically explore this area of literature and consider the three core pillars of RM: acquisition, retention and dissolution.
• Introduction to Database Marketing: As part of understanding customer relationships, you will be introduced to the principles of using a database to manage the customer relationship.

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MK9520 -

Digital Consumerism (20 Credits)

Many customers are increasingly multichannel in their interactions with organisations, and this module is designed to give you an oversight of how customers make decisions online as individuals and collective groups. Core themes of this module include:

- Customer Personas and Segmentation: You will consider how customers can be segmented based upon their levels of digital literacy and engagement, and also consider the technological requirements of different generational groups (such as millennials versus generation Z). From here you will develop skills in creating customer personas as a tool to aid marketing decision making.
- Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour.
- Journey Mapping: You will gain an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.
- Virtual Brand Communities: Many online organisations attempt to create online communities where users contribute towards co-creation of new products, advocate the brand or engage in various engagement strategies (such as gamification). You will also consider how digital channels have given consumers increased voice and influence in the marketplace and the growth of brand activism.
- Social Consequences of Digitisation: You will also consider some of the negative consequences of consumer engagement with online channels, including social media and screen addiction, fake reviews, abusive / harmful behaviour and security / privacy issues.

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MK9521 -

Marketing Research and Planning (20 Credits)

This module helps you develop a comprehensive understanding of the role of ‘Marketing Research’ and ‘Marketing Planning’. Specifically, you will gain an understanding about how marketing planning and research can assist marketers, managers, and entrepreneurs to achieve competitive advantages and marketing objectives. You will develop your ability to interpret and analyse secondary and primary data that can aid future marketing decisions.
The module covers the following content.
1. Principles and different types of marketing research (including secondary and primary research, qualitative and quantitative methods);
2. Fundamentals of marketing planning;
3. Core components of the marketing mix;
4. Marketing plan implementation and control.

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MK9522 -

Social Media and Mobile Marketing (20 Credits)

This is a 40-credit core module running in the second year of your Digital Marketer Degree Apprenticeship.

Social media and web 2.0 software applications such as social networking tools, wikis, blogs, video sharing sites and other collaborative software have had a considerable impact upon how organisations and consumers interact. The aim of the module is to explore the various ways in which social media is used in marketing, advertising and branding, and how the pervasiveness of mobile technology has played a pivotal role in the rise of social media.

Social media is seen as a key channel in integrated marketing communications, and a firm’s use of social media now has significant impact on the effectiveness of most marketing campaigns and branding strategies. The module will consider the various marketing strategies and techniques used on social media; explore basic methods of analysis in monitoring social media, consider a number of case studies in which social media have been used and examine the effectiveness and limitations (including legal and ethical issues) of social media and engagement.

Students will produce a detailed plan for the use of social media in a branding or advertising campaign including the production of exemplar material for use in a campaign.

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MK9523 -

Web Design for Marketers (20 Credits)

An organisation’s website and emails remain two of the most important aspects of how a company presents itself to the outside world. In this module, you will explore how websites and emails are constructed and develop an appreciation of design principles.
The module is composed of three themes:
• Principles of Design: Web design is a constantly evolving subject. New devices and methods of browsing can change the landscape of the internet and how people consume websites and emails. You will explore core design ideas which can be used to create functional, responsive and user focused designs for both websites and email marketing campaigns across devices. You will also look at the role of web standards and their importance.

• Building Blocks of the Web: There are many different technologies which are at play in the internet. However an organisation choices to build their website or whichever platform they use to send marketing emails, their solution will make use of two fundamental web technologies - HTML and CSS. Here you will learn how to write HTML and CSS and how these two technologies work together to layout and structure the content of a web page.

• Designing Compelling Emails: Email marketing continues to remain a fundamental part of most companies digital market strategy. This section will introduce you to practical techniques of using the technologies explored elsewhere. You will learn how to create email designs which scale elegantly to different devices and be introduced to platforms which can send marketing emails.

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MK9524 -

Digital Marketing Professional Development 2 (20 Credits)

You will learn through tutor facilitated workshops, skills practice, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the programme to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. You are encouraged to customise your individual portfolio so that it is directly relevant to what you need to learn, apply and evidence. The workplace provides a rich learning environment if you know how to plan, reflect and renew your own knowledge and skills through formal and informal modes of learning in practice. Importantly you will be required to review your learning and evidence with your workplace mentor and your individual coach on a regular basis, and provide evidence of the transfer of your learning into updating the knowledge, skills, behaviours and attitudes that underpin the development of your professional practice. Therefore, it is the evidence of how you have applied learning to improve your own practice in the workplace, which will demonstrate your competence in this module. This portfolio will enable you to demonstrate how you have applied your learning from across all modules into your workplace practice. You will be building a portfolio of evidence that illustrates your development as a Digital Marketingspecialist throughout the whole programme.

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BM9607 -

Project Management (20 Credits)

From both a practical and theoretical view, you will learn to think about what project management means, the process of project management and how to manage projects by using a number of professional project management methods such as project charters, benefits realisation, work-breakdown structures, and scheduling techniques. Within this module the main topics covered (incorporating the knowledge areas outlined by the globally recognised ‘A Guide to the Project Management Body of Knowledge’ PMBOK®) include:

• Identifying project requirements
• Addressing the various needs and expectations of the relevant social groups as a project is planned and carried out
• Setting and maintaining active communication with relevant social groups
• Sustainable project management and addressing competing project constraints such as scope, quality, schedule, budget, resources and risk.

The module will develop your professional skills and confidence in managing projects using various techniques and drawing on your academic study of contemporary project management literature. You will explore a range of approaches plus alternative views in order to challenge assumptions and identify ways to make project management more meaningful and sustainable. You will become aware of the role of professional techniques and methodologies as an aid to managing projects. Alongside this practical learning, you will develop critical understanding of the importance of integrating social and ethical criteria into project planning and operation.

On completing the module, you will be able to utilise appropriate professional project management techniques. You will have developed a blend of technical skills with reflective, social knowledge to support the theoretical material introduced throughout the module.

Completion of the module also provides eligibility for entrance to the ‘Certified Associate of Project Management’ examination. This is a credential offered by the globally recognised Project Management Institute provided the candidate has at least 24 hours of formal project management education.

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MK9621 -

Digital Campaign Management (20 Credits)

This module is designed to provide students with an overview of managing a digital marketing campaign alongside opportunities to utilise a range of digital media. At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media uses, offering interactive opportunities for businesses to communicate.

The module will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how the evolving digital media can be utilised in deploying a digital campaign.

• Content Management: an appreciation of delivering content through a variety of digital platforms; website, mobile, social media and email.

• User Experience: investigating what constitutes for a positive user experience through digital platforms, and how this will manifest itself on different platforms.

• Social Media Marketing: explore social media campaigns and appreciate what influences successful campaigns and their implementation.

• Mobile Marketing: investigate the growing importance mobile marketing plays within a digital campaign and its role within the customer journey.

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalise nature and its target approach.

• Affiliated: appreciation of the role of affiliation marketing and how it can be used as part of relationship with external suppliers to drive traffic through SEO, PPC, email marketing, display advertising.

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns.

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MK9622 -

Strategic Marketing in the Digital Era (20 Credits)

This module will extend your knowledge and understanding of (digital) marketing concepts acquired from your previous studies, and apply them in order to develop comprehensive marketing stratefies. You will learn to apply the principles and techniques of marketing strategy and incorporate digital marketing elements to help organisations achieve their objectives. You will learn to use models which help marketing managers make more informed decisions (e.g. environmental analysis, new product development and branding) and you will understand the role of digital marketers in an organisation. You will undertake analysis of complex situations via the use of case studies and learn how to present solutions through group discussions. The ability to think strategically will be expressed in the production of marketing plans that incorporate marketing and digital marketing elements.
Within this module, you will cover three main areas:

1) Designing appropriate marketing strategies:

• Assessing internal and external environments
• Developing effective marketing strategies
• New product development
• Building strong brands
• Developing relationship and sustainable marketing strategies

2) Use of Digital Marketing

• Effectively incorporating Digital Marketing in business strategies
• Developing Digital Marketing strategies for sustainable competitive advantage
• Using Digital Marketing to build brand awareness and loyalty
• Combining different Digital Marketing tools to maximise the effectiveness of our strategies

3) Implementation of strategies:

• Implementing (digital) marketing strategies
• Delivering customer value
• Marketing metrics and Key Performance Indicators

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MK9623 -

Digital Marketing Metrics (20 Credits)

In this module, you will explore the important role of data, websites and social media platforms in an organisation’s digital marketing strategy. By doing so, you will learn the principles of traditional and digital evaluation plus the concept of social listening using big data. You will also learn about using different analytic tools which, will be used to review information for the consideration of traditional information and big data. All this will help measure the effectiveness of an organisation and its associated campaigns. Experiences that you will cover include understanding key marketing metrics, Netnography, forecasting and website Evaluation. You will appreciate application of web and social media marketing which include strategic social listening, search engine optimisation, pay per click, conversion rate optimisation.
You will also be given an introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting.

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MK9624 -

Digital Marketing EPA Work-Based Project (40 Credits)

This module provides an opportunity for you to investigate into a work-related issue, practicing research skills through engaging in a research project. Through studying this module you will develop a wide range of inter-personal, intellectual and practical (functional) skills. You will increase your awareness of the workplace as a learning environment and enhance your individual effectiveness and employability, whilst also contributing to the organisation’s development and effectiveness through change.

The project will draw upon your learning across the programme: to identify a business, management or leadership issue relevant to your organisation and design and conduct an appropriate investigation into this issue. The project will focus on a work-based issue and develop your skills in:

• the diagnosis of problems
• identifying project objectives
• project planning
• project management
• development of strategies to address problems
• data collection
• data analysis
• addressing ethical issues in research
• drawing supportable conclusions from data analysis
• outlining recommendations
• presentation techniques

You will be expected to demonstrate that appropriate ethical, commercial confidentiality and data protection issues are taken into consideration from an organisational, individual perspective by adhering to University Ethical Guidelines. Furthermore you will also engage in reflection on the learning derived from carrying out the project.

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Digital Marketer Integrated Degree Apprenticeship | Digital Marketing BSc (Hons)

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