Core Module Information
Module title: Direct & Digital Marketing

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

Module code: MKT09406
Module leader: Agata Krowinska
School The Business School
Subject area group: Marketing

MKT0701 Marketing 1

Example of Equivalent Learning: SCQF Marketing level 7

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.

Full Details of Teaching and Assessment
2022/3, Trimester 2, ONLINE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: WORLDWIDE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: David Stevenson
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Online directed study establishes a framework of knowledge which the students will apply through prescribed reading, case studies, online exercises/quizzes, and online discussions. Two online discussions (4 hours) will encourage you to apply the concept of International Management within your respective organisations/department (or one with which you are familiar). This forum will also facilitate sharing of experiences and learning from each other. You will be provided with a week-by-week schedule of activities and directed reading online. A series of weekly quizzes and exercises will be available online with automatic feedback. Additionally, you will be directed to relevant electronic resources relating to the weekly topics.

Embedding of employability/PDP/Scholarship Skills
The teaching style and mix of activities will facilitate the development of key skills such as communication, reflective learning and critical thinking. Scholarship skills are developed through the research necessary for completion of the report together with adopting an appropriate writing style, referencing and the synthesis of information from a variety of sources.

Research / teaching linkages
Research skills are developed in the preparation of materials for the online discussions where you will be required to source, analyse and present information. This is reinforced through the summative assessments in which the report draws on your information retrieval and analysis skills.

Supporting equality and diversity
Materials for the module will be available through the VLE in a variety of formats, thereby enabling you to format these in a style that best matches your needs. Where additional special needs support is required this will be organised on an individual basis and may draw on specialised support such as that available through the Adaptive Technology Centre.

The approach adopted in the module is international in nature as marketing issues faced by managers are increasingly global. This will be supported by reference to international examples and case studies of international organisations. In addition online discussion will draw on the international perspectives presented by the increasingly diverse student body.

Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies - the outline solutions will be developed by the module leader, and appropriate online feedback will be available automatically and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.

Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured in an online reflective portfolio which you will be able to review and print off.

Sample assessments will be available together with model answers and marking schemes to facilitate self-assessment of your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.

Summative Assessment:
Summative assessment is through one formal individual report assignment. The assignment (100%) requires you to analyse, assess, develop and critically reflect on solutions to marketing problems across a range of marketing management topics.

The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This will take the form of one piece of assessment, namely a Report (4,000 words).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Examination 1 1-4 2 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 3 HOURS= 0.5, WORDS= 0
Centrally Time Tabled Examination 1 1-4 4 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 5 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 6 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 7 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 8 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 9 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 10 HOURS= 0.50, WORDS= 0
Centrally Time Tabled Examination 1 1-4 11 HOURS= 0.50, WORDS= 0
Report 90 1-5 13 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader