DA6047 - Digital Marketing EPA Work-Based Project

What will I learn on this module?

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.

How will I learn on this module?

You will learn through workshops, 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 module 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. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with your manager/mentor and your guidance tutor.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills and in this area.

Adopting this learning and assessment strategy, you will develop your knowledge and skills and apply this to your own role as a digital marketing professional, in order to think critically about your personal and organisational practice.

How will I be supported academically on this module?

You will be allocated an individual work-based project supervisor with whom you will have access to face-to-face tutorial support alongside your workplace supervisor (where appropriate).

You will develop your knowledge of research methods and ability to manage projects and conduct research, through developing practical skills in data collection and analysis (both qualitative and quantitative), as well as the completion and write-up the projects. The project focus, its specific aim(s) and the research method adopted will be unique to how you design your project.

The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors, your guidance tutor and peers.

Your module is also supported by an e-learning portal, which houses all the module learning materials, workshop resources, interactive activities, assessment details and various other support facilities which are provided by the University.

In addition, in order to assist you in developing knowledge, you will have access to the University’s library facilities, including extensive electronic resources, eBooks and electronic academic journal articles.

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?

You will be expected to demonstrate the following learning outcomes:

Knowledge & Understanding:

• Critically appraise current marketing theory and frameworks. (MLO 1)
• Contrast differencing academic and practitioner perspectives on the subject. (MLO 2)

Intellectual/Professional skills and abilities:

• Apply your knowledge of digital marketing and assess implications for organisational strategic performance. (MLO 3)
• Analyse complex sources of data to arrive at informed conclusions. (MLO 4)

Personal Values attributes:

• Appreciate the ethical issues associated with conducting research. (MLO 5)

How will I be assessed?

You will have the opportunity to receive formative feedback both from tutors and within peer groups. Furthermore you will be supported by a personal supervisor throughout the year, who will discuss your work with you on an on-going basis providing you with feedback on your ideas, approaches and progress.

The summative assessment methods are aligned to the requirements of the DMIDA EPA and include the following components:

1. 2,000 Literature Review on chosen topic of project
2. 3,000 Work Based Project Report – including an annexe containing a maximum of 10 pieces of evidence relating to the work-based project. It must include a mapping to the relevant KSB’s assessed by this method.
3. Presentation of the report – 30 minutes and using maximum 30 slides.
4. Individual Interview – 75 minutes +/- 10% to assess the KSB’s assessed by this method.

(Addresses MLO’s 1-5)





Module abstract

This module is designed to help you achieve the End Point Assessment (EPA) requirements of the Digital Marketer Integrated Degree Apprenticeship (DMIDA) standard. The EPA includes a comprehensive report on a work based project, presentation on the report, followed by an interview conducted by an independent assessor. This module will enable you to develop your research skills as well as increasing your awareness of the workplace as a learning environment. You will agree a project with your employer to investigate within your own organisational context, it is an opportunity for autonomy and examining a topic most relevant to your own interests and challenges faced by your organisation. Through this, you will gain insight into the organisational issue, whilst also developing an ability to critique and use evidence to further understand it. You will be expected to evidence the planning, execution, recommendations and evaluation of the project and the processes followed. Additionally, this process will allow you to demonstrate evidence of achieving the knowledge, skills and behaviours of the DMIDA standard.

This module has been designed to fit alongside your current role in your organisation and you will be encouraged to discuss this with your employer throughout the year. You will develop your employability and individual effectiveness, through developing your capacity for enquiry based research within a business setting, whilst also contributing to the organisation’s effectiveness.

Course info

Credits 40

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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