MK9621 - Digital Campaign Management

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What will I learn on this module?

This module is designed to provide students 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 uses, offering interactive opportunities for businesses to communicate.

The module will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how the evolving digital media can be utilised in deploying a digital campaign.

• Content Management: an appreciation of delivering content through a variety of digital platforms; 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.

• 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.

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalise nature and its target approach.

• 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.

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns.

How will I learn on this module?

You will 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 digital marketing campaign plan/portfolio (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?

This module will be designed and managed by the designated module tutor who will be responsible for guiding students in their engagement and learning on this module. Seminar tutors and lecturers will provide academic guidance in class and via email where appropriate. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP). . To aid with independent study, a learning portal is made available to expand key themes, case studies, useful data, industry reports, video content, and contemporary news stories.

To complement the workshop sessions, all students will be encouraged to book separate time with the teaching team to receive further feedback on their developing digital marketing campaign.

You will also be supported by a professional development coach who provides your consistent support throughout your Degree Apprenticeship. This coach will support with:
• Helping you to understand the requirements of this module and how it relates to your workplace context.
• Helping you to understand how you can apply and evidence the knowledge, skills and behaviours covered in the module to your own practice in the workplace to develop your professional practice.
• Visiting you at work and engaging with your manager and/or mentor to ensure alignment between your learning and opportunities for applying and demonstrating a positive impact in your work organisation.

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?

At the end of this module, you should be able to:

Knowledge & Understanding:
• Contrast various digital marketing theories and practices. (MLO1)
• Evaluate the suitability databases as part of digital campaign management. (MLO2)

Intellectual / Professional skills & abilities:
• Create compelling digital campaigns based on effective data, information and insight. (MLO3)
• Justify campaign choices in a way which influences stakeholders. (MLO4)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Critical assess potential ethical dimensions of digital campaigns. (MLO5)

How will I be assessed?

Formative assessment: will take place through a combination of group work, assignment discussion and reflection, discussion board activity on the eLearning Portal as well as theory/practice discussions within sessions. Furthermore, your employer will provide a structured approach to providing formative feedback and support on the development of your capabilities in the workplace. You will also be encouraged to seek informal formative feedback from appropriate others in the workplace including peers, colleagues and mentors. Importantly, you will have an individual personal tutor, who will meet with you at both university and the workplace to discuss your progress academically and professionally, throughout your time working with your employer.

Summative Assessment: There is one component of summative assessment.

Accounting for 100% of the overall mark, this task brings together the main themes of the module and requires students to develop a digital marketing campaign for a case study organisation/workplace, which will help them to achieve stated marketing objectives.

The campaign should be no more than 4,000 words (excluding appendices) and utilise key themes drawn from the module to create a twelve-month digital marketing campaign. This campaign should be based on appropriate secondary data, and include target audiences, customer journey, key messages along with an integrated communications plan, proposed platforms and a clear measurement plan and budget plan.

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

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 live digital marketing project, 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.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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