Modules

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
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

You will learn about the theory, principles and practice of Direct and Digital Marketing and its impact on marketing communications and marketing strategies and on current and evolving business models. You will learn about D&DM strategy and planning, including budgeting. You will be explore important areas of digital and direct marketing such as, data analysis, segmentation, profiling and targeting. You will learn about the digital consumer and increasing customer control.
Learning Outcomes for module:

Upon completion of this module you will be able to

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
2025/6, Trimester 2, Online (fully o, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Online (fully o
Location of delivery: ONLINE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Independent Learning Guided independent study 190 You will be required to engage in online secondary research and explore different digital and direct marketing strategies and tactics.
Independent Learning Practical classes and workshops 10 You will review online material and attend live academic session. The sessions will provide opportunities for you to ask questions about module content and assessment.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 10 1~2~3~4 Week 13 HOURS= 10xquizzes You will have end of units test to provide feedback on how you are progressing on the module.
Report 90 1~2~3~4 Week 13 , WORDS= 3000 Using report format produce in writing a direct and digital marketing plan for an organisation of your choice. The report should be 3000 words (excluding front cover, contents page, headings, reference list, or appendices).
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

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

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