DA5053 - Digital Marketing Professional Development 2

What will I learn on this module?

You will learn through tutor facilitated workshops, skills practice, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the programme to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. You are encouraged to customise your individual portfolio so that it is directly relevant to what you need to learn, apply and evidence. The workplace provides a rich learning environment if you know how to plan, reflect and renew your own knowledge and skills through formal and informal modes of learning in practice. Importantly you will be required to review your learning and evidence with your workplace mentor and your individual coach on a regular basis, and provide evidence of the transfer of your learning into updating the knowledge, skills, behaviours and attitudes that underpin the development of your professional practice. Therefore, it is the evidence of how you have applied learning to improve your own practice in the workplace, which will demonstrate your competence in this module. This portfolio will enable you to demonstrate how you have applied your learning from across all modules into your workplace practice. You will be building a portfolio of evidence that illustrates your development as a Digital Marketingspecialist throughout the whole programme.

How will I learn on this module?

You will learn through workshops, tutor guidance and feedback and independent directed and self-directed learning. Importantly, you will also learn at work, through reflecting on your experiences and applying your knowledge from the module to your practice in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with your workplace mentor and coach.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills and in this area.

Adopting this learning and assessment strategy, you will develop your knowledge and skills and apply this to your own role as a Digital Marketing professional, in order to think critically about your personal and organisational practice.

How will I be supported academically on this module?

You will continue to be supported by your individual coach and workplace mentor during this module. You will continue to meet with your peers and coach in your programme learning sets to engage in peer feedback and support in building your portfolio of evidence. Furthermore, you will meet with your coach and workplace mentor on a regular basis to discuss your progress and seek advice and support on identifying relevant quality evidence to demonstrate your competent practice in the workplace.

The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors, your guidance tutor and peers.

Your module is also supported by an e-learning portal, which houses all the module learning materials, workshop resources, interactive activities, assessment details and various other support facilities which are provided by the University.

In addition, in order to assist you in developing knowledge, you will have access to the University’s library facilities, including extensive electronic resources, eBooks and electronic academic journal articles.

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 will be able to:

Knowledge & Understanding:
• Illustrate your knowledge of Digital Marketing practices. (MLO1)
• Appraise the value of Digital Marketing knowledge as a means of developing your own career. (MLO2)

Intellectual / Professional skills & abilities:

• To develop your ability to engage in self-reflection as means developing your own professional competence. (MLO3)
• Extend your understanding of the qualities and transferable skills necessary for Digital Marketers. (MLO4)

Personal Values Attributes
• Assess the cultural and ethical contexts in which your business/organisations operates. (MLO5)

How will I be assessed?

You will have the opportunity to receive formative feedback both from tutors and within peer groups. Furthermore you will be supported by a coach and your workplace mentor throughout the year, who will discuss your work with you on an on-going basis providing you with feedback on your ideas, approaches and progress.

The summative assessment methods are aligned to the requirements of the DMIDA EPA and include the following components:

Component 1 – Reflective Report (75%):
A report designed to support the learner in developing and implementing a work based learning plan for individual continuing professional development. This will underpin your development as an independent and self-directed work-based learner. The report should present a critical review of each of the portfolio pieces discussed in component 2 below. The report should also reflect on how you are applying what you have learnt thus far to your role and the workplace. At least one aspect of digital marketing should be discussed, this can be incorporated through review of portfolio pieces and/or recommendations outlining your strategic vision for incorporating more digital marketing in the business going forward. You can use relevant theory and academic references to substantiate your recommendations.
The report should not exceed the 1500 word limit.

Component 2 – Portfolio of professional practice (25%):
Throughout the module you will be working towards submitting a professional portfolio including a couple of pieces of work from your business. Using an online portfolio management system you will start creating a portfolio of work (which will help you in working towards your endpoint assessment in level 6/year 3). The portfolio pieces should be presented in a cohesive manner, with headlines and brief descriptions not exceeding 500 words. The portfolio also provides evidence of review by the employer on a regular basis during the apprenticeship.
You need to submit a minimum of 2 and a maximum of 4 pieces of evidence to demonstrate a specific range of the knowledge, skills and behaviours at this level of the programme. It may include:
- products such as reports, presentations, data analysis (e.g. can include creative pieces with campaign objectives and results)
- professional discussions
- expert witness evidence and / or testimony
- on-the-job and task observations

(Addresses MLO’s 1-5)





Module abstract

The integrated degree apprenticeship approach successfully emphasises the connectedness of learning rather than the more usual method of academic and work-based learning taking place in parallel but independent of each other. It allows for an effective way of assessing your occupational competence and verifying that the Apprenticeship Standard has been met by the end of your programme through the production of a portfolio of your professional practice. Each module during your programme of study will identify directed learning activities to enable you to apply the ‘on programme’ learning to your own workplace. This will help structure and identify opportunities in the workplace where you can apply and produce evidence of where you have demonstrated the knowledge, skills and behaviours required to achieve the DMIDA.

You will be supported by your individual coach and workplace mentor through regular meetings and support in the workplace to develop your portfolio. The digital portfolio tool will be introduced in the first module of your degree and you will provided with training and regular opportunities for guidance in workshops and peer learning sets throughout your study. Your portfolio will be provide evidence of achievement of the knowledge, skills and behaviours appropriate for this level of the programme as outlined in the DMIDA mapping document.

This module has been designed to fit alongside your current role in your organisation and you will be encouraged to discuss this with your employer throughout the year. You will develop your employability and individual effectiveness, through developing your professional practice within a business setting, whilst also contributing to the organisation’s effectiveness.

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 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


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