Module title: Direct & Digital Marketing

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09106
Module leader: Andrew Kincaid
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module code: MKT07101
Module title: Marketing I
Examples of equivalent learning: SCQF Marketing level 7

2019/0, Trimester 2, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Andrew Kincaid
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs; embedding of employability/PDP/scholarship skills; assessment (formative and summative); research/ teaching linkages; supporting equality and diversity; internationalisation (MAX 1500 CHARACTERS).
Learning & teaching methods including their alignment to LOs
WebCT delivery blends with face-to-face introduction, assessment briefings and a computerised simulation. An academic text is provided and a textbook recommended. Students gain experience of a Digital learning environment and planning study autonomously. The Module Leader gives online support, moderates a discussion and an exercise sourcing materials.
Embedding of employability/PDP/scholarship skills
Students formulate a detailed case-based D&DM plan (Assignment 1). Students also investigate both practitioner and academic sources for the sourcing of topics and assignment 2 answers.
Assessment (formative and summative)
A TESEP-developed Peer Assessed Marking procedure facilitates group work for Assignment 1. Assignment 2 is an essay based on one compulsory topic and one from a choice of three.
Research/ teaching linkages
The searching for appropriate sources in the above sourcing exercise, moderated discussions and Assignment 2 ensures familiarity with recent research.
Supporting equality and diversity
The delivery mode is adaptable and suited to both full and part-time students.
Internationalisation
Examples from Europe, the US and the Far East are used and student-generated examples are encouraged


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 10
Online Lecture 40
Independent Learning Guided independent study 150
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 2,3,4 9 , WORDS= 1500
Essay 50 1,2,3,4 13 , WORDS= 1500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

Theory, principles and practice of Direct and Digital Marketing (D&DM). Its impact on marketing communications and marketing strategies and on current and evolving business models. D&DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM. Data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in D&DM. The digital consumer and increasing customer control. D&DM media, including direct mail, telemarketing, direct response advertising in conventional media, web-based, mobile and broadcast digital media. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative - practices and strategies. Data quality and data protection issues. International issues in D&DM.

Learning Outcomes for module:

LO1: Analyse the evolving scope and role of Direct and Digital marketing in modern marketing practice.
LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Direct and Digital marketing.
LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns.
LO4: Identify and analyse communications problems and prepare an appropriate outline strategic Direct and Digital marketing plan for an organisation.

Indicative References and Reading List - URL:

Core - ALAN TAPP, IAN WHITTEN, MATHEW HOUSDEN (2013) PRINCIPLES OF DIRECT, DATABASE & DIGITAL MARKETING: PEARSON, 5th ed. - ISBN: 978027375650
Recommended - MARTIN EVANS, LISA O'MALLEY, MAURICE PATTERSON (2004) EXPLORING DIRECT AND CUSTOMER RELATIONSHIP MARKETING: THOMSON LEARNING, 2nd ed. - ISBN: 1861524021
Recommended - DRAYTON BIRD (2000) COMMONSENSE DIRECT MARKETING: KOGAN PAGE, 4th ed. - ISBN: 0749419601
Recommended - EDWARD NASH (2000) DIRECT MARKETING STRATEGY, PLANNING & EXECUTION: MCGRAW HILL, 4th ed. - ISBN: 0071352872
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