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Module

NBS8637 : Digital Marketing Communications

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Dan Petrovici
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 150 student places
Semesters

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System

Aims

The module aims to provide students with a clear understanding of the theory, concepts, and practice for developing effective marketing communications strategies and plans in the digital world. The module aims to enable an understanding of key areas of digital marketing communications, including audience definition, digital branding, key players in the digital marketing communications ecosystem, pertinent tools and technologies, the digital marketing communications mix, and the development of a digital marketing communications strategy and plan. The module will culminate with the students developing an integrated marketing communications campaign for a selected company.

Outline Of Syllabus

- An introduction to digital marketing communications
- Digital communications: theoretical foundations
- Defining an audience for digital marketing communications
- Building brands in the digital world
- The digital marketing communications ecosystem
- Developing a digital marketing communications strategy and plan
- Digital marketing communications tools, techniques, and technology
- The marketing communications mix in the digital world

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Scheduled Learning And Teaching ActivitiesLecture62:0012:00Key module content
Scheduled Learning And Teaching ActivitiesLecture11:001:00Key module content
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching51:005:00Formative feedback, assignment details
Guided Independent StudyIndependent study125:0025:00N/A
Total100:00
Teaching Rationale And Relationship

Student knowledge of digital marketing communications will be developed primarily through the lectures, including viewpoints from external practitioner, and via the discussion of many relevant examples of different strategies. This will be supported through directed reading and independent study. Small group sessions enable students to ask specific questions regarding their assignments and to receive individual verbal feedback.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report2M70Group Report (4,000 words) - Students will develop an integrated marketing communications campaign for a selected company. The same company will be used for both parts.
Oral Presentation2M30Group Presentation (15- mins), an overview of an integrated marketing communications campaign for a selected company. The same company will be used for both parts.
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Report2MFeedback on oral presentation - Students will receive written and verbal feedback on their analysis of a selected company for the group report.
Assessment Rationale And Relationship

The summative assessment for the module is a, 15 minute group presentation and a 4000-word group report that will provide students with the opportunity to:
1. Analyse the current integrated marketing communications strategy for a selected company using the knowledge, understanding, and skills developed on the module.
2. Systematically develop a new integrated marketing communications campaign for the company based on the analysis using the knowledge, understanding, and skills gained from the module

The formative assessment relates to the first step of the group report, the analysis of the current integrated marketing communications strategy of the selected company. Students will receive verbal feedback on their initial evaluations in order to inform their assignment preparation.

Reading Lists

Timetable