What will I learn on this module?
In this module you will learn the critical marketing function of campaign management, understanding the various stages of customer analysis, objective setting, campaign design and metrics. In addition, you will be introduced to a wide range of digital marketing communication tools that can be used by marketers, ranging from email marketing through to search engine optimisation and affiliate campaigns. You will utilise this knowledge to develop a live campaign proposal.
The following topics will be covered in the module:
• Campaign Management: understanding the fundamentals of campaign management from a digital perspective.
• Content Management: delivering content through a variety of digital platforms including website, mobile, social media and email.
• User Experience: investigating what constitutes for a positive user experience, and how this will manifest itself on different platforms.
• Social Media Marketing: explore social media campaigns and 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.
• Affiliated: appreciation of the role of affiliation marketing and how it can be used 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
Upon completing this module, you will be able to evidence development of a professional standard campaign and demonstrate knowledge of communication tools that are critical for modern marketers.
How will I learn on this module?
Your learning in this module is through taught online workshops, tutor guidance and feedback, and independent, self-directed learning. The workshops will introduce you to theories and concepts, covering the core principles 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 you can see how this knowledge can be applied in the digital domain. You will have the opportunity to work on cases and apply theory covered in the workshops to business problems.
In this module, you are empowered as partners in the learning process, taking responsibility for your own learning. Self-directed learning will be based upon your own initiative in further exploring and researching areas of interest including email marketing and campaign management.
The self-directed aspects of this module are supported by guidance at the module level, provided via the Virtual Learning Environment (VLE). Engaging with the materials (including written, audio and video formats), undertaking interactive tasks, and following up directed reading, will provide a framework for informing and justifying your decisions in relation to your digital marketing campaign.
Interactive workshops will provide you with a theoretical underpinning of the module content, supported by online interactive discussion. Workshops will be utilised to allow you to develop a digital media campaign, providing the space and support allowing for summative assessment.
How will I be supported academically on this module?
You will be an autonomous, self-motivated learner within a supportive distance learning environment. You will be supported throughout this module by a dedicated module tutor responsible for guiding your engagement and learning on this module in various formats via the VLE. This includes an introductory video from the module tutor, an evolving discussion board on the module site, as well as a module teaching and learning plan offering guidance on reading to prepare for workshops and help with the completion of the assessment. The module tutor provides regular updates via the VLE throughout the process of completing this module.
Learning materials are provided via the VLE in relation to the different aspects of the module, using a variety of written, audio and video methods. Interaction with these modules, as well as directed and independent reading, will develop your understanding of campaign management and digital media, which you can then apply to your assessment. To complement the learning materials, you will be encouraged to engage with other students via discussion board, and the module tutor to receive feedback on the developing digital marketing campaign.
The university library provides additional support in terms of recommended databases, from which to gather valuable secondary data for your assessment.
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. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.
What will I be expected to achieve?
Knowledge & Understanding:
• Gain a critical understanding of the digital campaign management process [MLO1]
• Select, apply and critically evaluate, relevant digital marketing strategies [MLO2]
Intellectual / Professional skills & abilities:
• Develop and critically appraise professional standard marketing materials as part of a digital marketing campaign [MLO3]
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop and critically evaluate a digital campaign that factors in the various ethical and legislative issues within the digital marketing discipline [MLO4]
How will I be assessed?
How will I be assessed? (SRS 0006)
Please give details of all formative and summative assessment process indicating which MLOs will be addressed and how feedback will be provided.
Formative assessment: The understanding of core concepts through the engagement with tasks in the learning materials will provide formative feedback. In addition, you will be encouraged to submit initial campaign ideas (via written report or video) to allow opportunities for formative feedback to assist with their summative assessment.
Summative assessment: Digital marketing campaign proposal (100% of the overall mark)
Throughout the module, you will work on developing a live campaign proposal which brings together the main themes of the module. A case study organisation will be the focus on the digital campaign, where you will work on achieving the organisation’s stated marketing objectives.
The proposal will take the form of a written report to be submitted at the end of the module.
Module abstract
Emerging digital technologies offer marketers endless opportunities to communicate with customers across a range of platforms. As consumers increasingly engage with mobile technologies, the opportunity to target messages via social media, mobile applications and location marketing adds to the already fascinating range of communications tools available to marketers.
In this module you will learn the critical marketing function of campaign management 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 live 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.
