MK9619 - Digital and Data Driven Marketing

APPLY NOW BOOK AN OPEN DAY Add to My Courses Register your interest / Course PDF

What will I learn on this module?

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

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

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

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

How will I learn on this module?

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.

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 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 and seminar 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 Institute of Direct and Digital Marketing (IDM), the module will also support you in preparation for other opportunities that will be made available to you, which may include participation in the IDM Creative Data Academy or the IDM Summer School. Completion of this module also allows you to undertake the IDM 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 IDM 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: 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?

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 IDM 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.

Pre-requisite(s)

NX0524 Digital Business

Co-requisite(s)

None

Module abstract

This module will integrate research-rich learning principles as follows:

Research-Tutored: You will be encouraged to engage with current academic research on the digital marketing field, which spans across issues such as customer profiling, personalisation, campaign planning and marketing metrics. A critical understanding of these issues will enable you to apply these to practical business scenarios.

Research-based: You are assessed on a live case study project that will require you to develop appropriate business solutions in the form of a digital campaign. Devising such a campaign requires you to engage in a wide range of existing data to use as justification for your ideas, and as such you will be encouraged to base your campaign ideas on a wide range of research, both academic and practical in nature.

Course info

UCAS Code N202

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2019 or September 2020

Current, Relevant and Inspiring

We continuously review and improve course content in consultation with our students and employers. To make sure we can inform you of any changes to your course register for updates on the course page.

Your Learning Experience find out about our distinctive approach at 
www.northumbria.ac.uk/exp

Admissions Terms and Conditions - northumbria.ac.uk/terms
Fees and Funding - northumbria.ac.uk/fees
Admissions Policy - northumbria.ac.uk/adpolicy
Admissions Complaints Policy - northumbria.ac.uk/complaints