MKT3012 : Digital Marketing
- Offered for Year: 2024/25
- Module Leader(s): Dr Salma Alguezaui
- Lecturer: Dr Sohel Ahmed
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
- Capacity limit: 175 student places
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
Digital marketing is achieving marketing objectives through the application of digital technologies and media. The Digital Marketing module aims to provide students with an advanced understanding of digital marketing's strategic and tactical issues and equip them with professional, intellectual, and key transferable skills consistent with professional standards in digital marketing. The course is designed to build students’ knowledge of digital tools and techniques and how they can be applied in practice and enhance their employability. Through simulation-based sessions, the module provides students an opportunity to practice the learned concepts and make them aware of cutting-edge digital media tools and techniques.
Outline Of Syllabus
Indicative Outline of Syllabus (subject to change)
1. Introduction to Digital Marketing
2. Digital Micro and Macro Environment
3. Digital Marketing Strategy
4. Artificial intelligence, Augmented Reality and Virtual Reality
5. Digital Media and Marketing Mix
6. Metaverse
7. Campaign Planning for Digital Media
8. Analytics
9. On-Site SEO/ Off-Site SEO
9. Content Marketing
10. Paid Search Marketing
10. WEB Design and Landing Page
11. YouTube and Display Advertising
12. Email Marketing
13. Social Media Marketing
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 6 | 1:30 | 9:00 | PiP Lecture (6 lectures*1 hr 30 mins = 9 hrs) in Semester 2 |
| Scheduled Learning And Teaching Activities | Lecture | 9 | 2:00 | 18:00 | PIP Lectures (7 Lectures* 2 hrs= 14 hrs) in Semester 1 and Synchronous Online Lectures (2 lectures*2 =4 hrs) in Semester 1. |
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | Time for students to complete formative and summative assessments |
| Scheduled Learning And Teaching Activities | Practical | 6 | 1:00 | 6:00 | Seminars (Simulations) (Semester 2). 3xPiP, 3x online synchronous |
| Guided Independent Study | Directed research and reading | 66 | 1:00 | 66:00 | Based on approximately 3 hours per teaching week (3x22) |
| Guided Independent Study | Independent study | 1 | 41:00 | 41:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
In this module, through a combination of lectures and practical sessions (for simulation), students will be introduced and taught the core concepts of Digital Marketing. While working in practical sessions and using the simulation, students will have the opportunity to apply appropriate digital and social media tools and techniques to develop a digital marketing campaign for a hypothetical company and analyse the campaign's success.
Through Lectures in Semester 1 and Semester 2, students will be introduced to critical tools, concepts, and theories related to Digital marketing.
There are six practical sessions (6 simulation rounds) in Semester 2. Simulations are critical in making students aware of the different KPIs of digital marketing, building a Keyword Portfolio, Paid Search Marketing, Display Advertising, Landing Page Optimisation, etc. As part of the simulation, students will think like a digital marketing manager and experience the challenges faced in a real-world scenario. Thus, the simulation will provide the students with experiential learning. Simulations will help students investigate, assess and evaluate relevant digital marketing concepts and tools to a real-world scenario.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 90 | 1 | A | 50 | In-Person Multiple Choice PC-based Exam during the assessment period (negative marking for wrong answers). Inspera Platform will be used. |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Computer assessment | 2 | M | 50 | Simulation to be played by Students in Semester 2. Students play this simulation on their personal laptops/ desktops or university clusters |
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 |
|---|---|---|---|
| Computer assessment | 1 | M | Quiz and Practice Paper |
| Computer assessment | 2 | M | Quiz |
Assessment Rationale And Relationship
In Semester 1, the MCQs will evaluate a student’s knowledge, classification, application, and analysis of the key concepts of Digital marketing, digital strategy, digital analytics, digital campaign plan, budgeting, SEO, etc. There will be negative marking for wrong answers.
In the case of an alternative assessment for semester 1 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as Online Exam (not in-Person).There will be negative marking for wrong answers.
In Semester 2, metrices generated over simulation rounds (the first round is a practice round) will evaluate a student’s application of the core concepts of Keyword Portfolio, Paid Search Marketing, Display Advertising, Email Marketing, Landing Page Optimisation, etc., learned towards building a successful digital marketing campaign.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT3012's Timetable