MK9702 - Digital Campaign Management and Media

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What will I learn on this module?

This module is designed to equip you 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 usage, offering interactive opportunities for businesses to communicate. You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.

Throughout this module you will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how evolving digital media can be utilised in a digital campaign. This will link closely with digital marketing strategy addressed in MK9700 and customer journey addressed in MK9701 (which are delivered in semester one).

• Content Management: an appreciation of delivering content through a variety of digital platforms including 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. This will link closely with website design and usability addressed in linking with customer relationship marketing in MK9701 where appropriate.

• 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. This will link closely with customer journey addressed in MK9701 (which is delivered semester one).

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalised nature and its target approach (linking with customer relationship marketing in MK9701 when appropriate).

• 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 (linking with SEO and PPC in BM9700 when appropriate).

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns (linking with metric in BM9706 when appropriate).

How will I learn on this module?

You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures, seminars, and IT workshops), and provides details of tutor-directed and independent study/learning.

Contact time will be split across formal lecture and seminar contact, and also workshop sessions where students will work towards development of their Institute of Direct Marketing (IDM) National Student Competition (please see assessment section for more details).

The lecture contact time will aim to introduce the core principle of campaign management, content management, social media marketing and email marketing. This will be aided by the extensive use of case studies and examples to ensure students can see how this knowledge can be applied in the digital domain.

Seminars will offer students the chance to work on cases and apply theory covered in lectures to business problems. Students will be encouraged to critically review their own and other student’s work which helps towards the achievement of the Northumbria Graduate Characteristics. Workshops will be utilised to allow student to develop a digital media campaign giving students space and support and allowing for summative assessment.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP). Independent learning will be based upon your own initiative in further exploring and researching areas of interest including email marketing and campaign management.

How will I be supported academically on this module?

You will be supported throughout this module by a dedicated module tutor, who will be supported by other academic staff throughout the delivery of your lectures and seminars. These staff will be responsible for guiding your engagement and learning on this module. Seminar 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).

To complement the workshop sessions, you will be encouraged to book separate time with the teaching team to receive further feedback on their developing digital marketing campaign. Industry practitioners and experts may also provide input through guest lectures from (depending on availability) to complement the academic input from lectures.

The University provides an excellent library facility which is accessible 24/7 during term time and provides you with access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

In addition, there will be a residential weekend where a range of activities designed by professionals will help you build your competencies from a personal and professional development point of view. This is based within a core module (NX0472) however the skills gained are directly transferable to digital marketing environments

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:
• Gain a critical appreciation of the digital campaign management process. [MLO1]
• Evaluate, select and apply relevant digital marketing strategies. [MLO2]

Intellectual / Professional skills & abilities:
• Develop professional standard marketing materials as part of a digital marketing campaign. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop a digital campaign that factors in the various ethical and legislative issues within the digital marketing discipline. [MLO4]

How will I be assessed?

Formative assessment will be provided in seminars (focusing on set tasks) and workshops (with specific focus on the assessment activities).

Summative assessment

The assessment will be structured as follows:

- Individual Presentation of the core issues that have arisen from the IDM case study (25%, conducted mid-semester);
- Group report on Institute of Direct Marketing (IDM) National Student Competition case study (75%, submitted end of semester).

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

Emerging digital technologies offer marketers huge opportunities to communicate with customers across a range of platforms. As consumers increasingly engage with mobile technologies the opportunity to target messages via social media, mobile applications and location marketing adds to the already fascinating range of communications tools available to marketers.

In this module you will learn the critical marketing function of campaign management, understanding the various stages of customer analysis, objective setting, campaign design and metrics. In addition you will be introduced to a wide range of digital marketing communication tools that can be used by marketers, ranging from email marketing through to search engine optimisation and affiliate campaigns. You will utilise this knowledge to develop a live campaign proposal in conjunction with the Institute of Direct and Digital Marketing (IDM) National Student Competition. Upon completing this module you will be able to evidence development of a professional standard campaign and demonstrate knowledge of communication tools that are critical for modern marketers.

What will I learn on this module?

This module is designed to equip you 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 usage, offering interactive opportunities for businesses to communicate. You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.

Throughout this module you will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how evolving digital media can be utilised in a digital campaign. This will link closely with digital marketing strategy addressed in MK9700 and customer journey addressed in MK9701 (which are delivered in semester one).

• Content Management: an appreciation of delivering content through a variety of digital platforms including 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. This will link closely with website design and usability addressed in linking with customer relationship marketing in MK9701 where appropriate.

• 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. This will link closely with customer journey addressed in MK9701 (which is delivered semester one).

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalised nature and its target approach (linking with customer relationship marketing in MK9701 when appropriate).

• 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 (linking with SEO and PPC in BM9700 when appropriate).

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns (linking with metric in BM9706 when appropriate).

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years full-time (with advanced practice in second year)
2 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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