Module title: Direct & Digital Marketing

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11105
Module leader: Agata Krowinska
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

There are no pre-requisites for this module to be added

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: Agata Krowinska
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs:
Moodle 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 en exercise sourcing materials, underpinning all LO's except 3. Examples from Europe, the US and the Far East are used and student-generated ones encouraged. Certain topics and international marketing via D&DM, are specifically examined in an international context.

Formative Assessment:
Students investigate both practitioner and academic sources for the sourcing task on Assignment 1, which evaluates critical evaluation skills, plus the use on online and academic journal sources. The searching for appropriate sources in the above sourcing exercise, moderated discussions and Assignment 1 ensures familiarity with recent research. The computerised simulation of a Test allows student reflection and tutor feedback. Topic quizzes are used. A tutor-moderated wiki and a TESEP-developed Peer Assessed Marking procedure facilitate group work for Assignment 2. Student are also given an opportunity to practice their presentation.

Summative Assessment:
Assignment 1 is an essay based on a major issue (LO1,2,4,5). Students are given a selection of 3 different essay questions. Assignment 2 is a group presentation based on a case study (students formulate a detailed case-based D&DM plan Assignment 2 (LO3).


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 Seminar 12
Online Guided independent study 10
Independent Learning Guided independent study 178
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 60 1,2,4,5 8 HOURS= 0, WORDS= 2,500
Oral Presentation 40 3 13 HOURS= 0.33, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100
2019/0, Trimester 2, Blended,
Occurrence: 002
Primary mode of delivery: Blended
Location of delivery: OVERSEAS
Partner:
Member of staff responsible for delivering module: Agata Krowinska
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
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, underpinning all LO's except 3.

Embedding of employability/PDP/scholarship skills
Students formulate a detailed case-based D&DM plan (Assignment 1, LO 3). Students also investigate both practitioner and academic sources for the sourcing topic and Assignment 2, which evaluates critical evaluation skills, plus the use of on-line and academic journal sources.

Assessment (formative and summative)
The computerised simulation of a Test allows student reflection and tutor feedback. Topic quizzes are used. A tutor-moderated wiki and a TESEP-developed Peer Assessed Marking procedure faciltate groupwork for Assignment 1. Assignment 2 is an essay based on a major issue.(LO 4).

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 part-time students.

Internationalisation
Examples from Europe, the US and the Far East are used and student-generated ones encouraged. Certain topics, and international marketing via D&DM, are specifically examined in an international context.


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 Seminar 12
Online Guided independent study 10
Independent Learning Guided independent study 178
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 60 3 7 HOURS= 0, WORDS= 3000
Essay 40 1,2,4,5 13 HOURS= 0, WORDS= 2500
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Description of module content:

Theory, principles and practice of Direct Marketing and Digital Marketing (D&DM). Major issues facing practitioners in these areas: D&DM as communications tool, distribution channel or system of marketing; the extent to which Digital Marketing challenges current Marketing paradigms and business models; changes in consumer behaviour and customer control with digital media and in D&DM strategy; the place and integration of D&DM in the marketing communications mix; the development of Digital marketing media; data quality and data protection issues both in Europe and other major markets; segmentation, targeting and profiling in D&DM; retention, loyalty and Customer Relationship Management; the role and effectiveness of database marketing in D&DM; customer acquisition; branding and responsiveness; the roles of testing and research; control, measurement and evaluation of effectiveness and efficiency; relationships to marketing and business planning; international marketing issues in D&DM. Media include direct mail, telemarketing, direct response advertising in conventional media, web, mobile and broadcast digital media.

Learning Outcomes for module:

LO1: Critically evaluate the roles of Direct and Digital Marketing within marketing, marketing communications and business frameworks and in local and international contexts
LO2: Examine the opportunities for increased customer control and paradigm change within Direct & Digital Marketing
LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns
LO4: Critically appraise the complex issues and problems facing practitioners of Direct and/ or Digital Marketing
LO5: Examine the impact of developments in technology and in e-Commerce on Direct and Digital Marketing

Indicative References and Reading List - URL:

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