• Inactive for Year: 2024/25

• Module Leader(s): Dr Haytham Siala

• Owning School: Newcastle University Business School
• Teaching Location: London

Semesters

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

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 the strategic and tactical issues of digital marketing and to 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 as well as how they can be applied in practice and enhance their employability. Students will learn how to successfully integrate online and offline media as well as develop an effective digital marketing plan. Through seminars and simulation-based sessions, the module additionally provides students an opportunity to practice the learned concepts and making them aware of cutting-edge digital media tools, techniques, and Big data. In this module, students will also become exposed to social media marketing and their relevant tools and techniques. Social media marketing is an important category of digital marketing which involves encouraging customer communications on a company’s site or social presences such as Facebook or Twitter or in specialist publisher sites, blogs, and forums.

Outline Of Syllabus

Indicative Outline of Syllabus (subject to change)
1.       Introduction to Digital Marketing
2.       Online Marketplace Analysis: Micro and Macro Environment
3.       Digital Marketing Strategy
4.       Digital Media and Marketing Mix
5.       Delivering the Digital Customer Experience
6.       Campaign Planning for Digital Media
7.       Analytics-1 (Digital/ Google)
8.       Marketing Communications using digital media channels
9.       Seminars on Analytics, Keyword Search, and On-site and Off-site SEO
10.       Introduction to Social Media Marketing and Relationship Marketing using Digital Platforms
11.       Developing Personal Brand through social media marketing
12.       Social media marketing strategy
13.       Marketing with Facebook, Instagram, and Twitter
14.       Social media marketing campaigns
15.       Analytics-2 (Social Media)
16.       Introduction to Stukent Mimic Pro Simulation
17.       Stukent Mimic Pro Simulation (Paid Search, Online Advertising, Landing Page Optimisation, Web Analytics,
Email Marketing, SEO, Key Word Search and Research, etc.)

Teaching Methods

Teaching Activities

Teaching Rationale And Relationship

In this module, through a combination of Lectures, Seminars, and practical sessions (for simulation), students will be introduced and taught the core concepts of Digital and Social Media 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 and Social media marketing.

There are seminars in Semester 1, and 10 practical sessions (10 simulation rounds) spread across semester 1 and 2. Two Seminars and two rounds of the simulation in Semester 1 are critical in making students aware of the different KPIs of digital marketing, the strategies of building a keyword portfolio, Paid search, etc. These are critical tools and concepts for a digital marketer, and seminars and simulation rounds of Semester 1 through problem-solving exercises will help students grasp these key tools.

In semester 2, continuing with the simulation rounds, students will connect the learnings across the two semesters to develop and execute a digital marketing campaign. In developing the campaign, students will be able to think as a digital marketer and experience the challenges faced in a real-world scenario. Thus, the simulation will provide the students with experiential learning. Simulations will help students to investigate, assess and evaluate appropriate 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

Other Assessment

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.

Assessment Rationale And Relationship

In Semester 1, the MCQs will evaluate a student’s knowledge, classification, application, analysis, and evaluate the key concepts of Digital marketing strategy, analytics, campaign plan, SEO, and paid search marketing,

In Semester 2, metrices generated over 10-rounds of simulation (2 of which students play in Semester 1 and the first round is a practice round; and the remaining eight rounds students will play in Semester 2) will evaluate a student’s application of the core concepts of Paid Search, Online Advertising, Landing Page Optimization, Web Analytics, Email Marketing, SEO, Key Word Search and Research, etc., learned towards building a successful digital marketing campaign.

In the case of an alternative assessment for semester 1 (30% 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 a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

Reading Lists

• LMK3012's Reading List

Timetable

• Timetable Website: www.ncl.ac.uk/timetable/
• LMK3012's Timetable