DA6044 - Digital Campaign Management

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.

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.

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)

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)

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.

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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.