DA5052 - Web Design for Marketers

What will I learn on this module?

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.

How will I learn on this module?

This module will combine an academic look at important web design principles while also demonstrating the HTML and CSS languages to show you what can be produced using these two technologies.

At the same time the module will give you opportunities in the classroom to use the technologies and techniques demonstrated so that you can develop your skills and enable you to create web pages and HTML emails. A reflective-practitioner approach to learning can be expected while learning the technical aspects of HTML and CSS.

The principles of web design will be introduced through an interactive lecture. Concepts and ideas will be demonstrated and discussed using real world examples. You will have the opportunity in workshops and classrooms to look at websites and emails on different devices and platforms, critically evaluate them and learn about the techniques used to create them.

You will use this time to develop an appreciation and understanding of why websites are designed in the way they are. The module will make use of real-life examples, identify best practices for designing websites and emails and give practical techniques so that principles can be turned into reality.

Independent learning will centre upon practicing the technical aspects of both HTML and CSS using exercises.

How will I be supported academically on this module?

How will I be supported academically on this module? (SRS 0003) Please provide a brief overview of the academic support available to students, in
You will be supported throughout this module by the teaching team. These staff will be responsible for guiding your engagement and learning on this module. Workshop tutors and lecturers will provide you with academic guidance in class and via email where appropriate. All relevant instructions and notes for lectures and seminars will be accessible to you online and through mobile via the e-Learning Portal (eLP).
You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures and seminars), and provides details of tutor-directed and independent study/learning to support your in-class work.
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.

As this module will require time to be spent in workshops working on HTML and CSS, students will also be supported in the technical aspects of the module, whilst also being directly to a range of highly credible external sources including blogs and video tutorials.

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: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module, you should be able to:

Knowledge & Understanding:
• Critically evaluate website and email design based upon consistency, navigation and usability. (ML01)

• Distinguish between different platforms, devices and screen sizes and their effect on website or email design appearance. (ML02)

• Demonstrate understanding of web standards and their importance when creating digital content. (ML03)

Intellectual / Professional Skills & Abilities:
• Design, code and create a web page or HTML email using appropriate languages (HTML and CSS) and tools. (ML04)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate awareness of accessibility issues surrounding websites and emails. (ML05)

How will I be assessed?

The assessment will feature two components (both completed individually). It is based on them demonstrating their understanding of design principles and creating emails for a marketing campaign.
Component One: Website Evaluation (50%)
Students are required to undertake a critical review of a website. Students are required to consider the design of the website they have chosen and evaluate elements such as the consistency of its look and feel, navigation and the usability of the site on different devices. Students are required to produce a report of 2,000 words. (ML01, ML02, ML05)
Component Two: Email Template Development (50%)
Students will produce several templates for marketing emails. Students will be given a brief and resources (such as graphics, photographs and branding guidelines) and asked to produce several HTML email templates that are complaint with a range of devices (ML03, ML04)





Module abstract

Websites and emails are hugely important parts of a modern business’ marketing strategy. While social media is effective, email marketing remains a great tool which is used throughout the world to reach people. Combined with a good website they can be a powerful call to action for customers. They allow organisations to reach people and keep them informed about their products and services. Email marketing in particular allows companies to speak directly to customers.

With so many different devices now able to connect to the internet people are never far away from websites and their emails. Good websites in particular need to be capable of being displayed on different screen sizes, from mobile phones to a TV set.

So how do you create websites and emails which can be displayed on different devices? What technologies and techniques are involved? What sort of things need to be thought about when designing content for the web? This module aims to teach you about important design principles and give you the practical skills to create content for the web and email.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


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