Course Information Undergraduate prospectus

Direct, Interactive and Digital Marketing

Course summary

Course code: MARK1149
Level: 6
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Matthew Housden



To provide students with an understanding of the strategic application of the tools of digital and direct marketing (DDM)
To place these within the paradigm of relationship marketing
To develop a critical understanding of the theories, models and concepts pertaining to data driven direct and digital marketing and to apply these in a broader marketing context
To provide students with the skills necessary to develop appropriate strategic plans using these theoretical constructs to evaluate their effectiveness
To provide students with the skills necessary to develop appropriate communications plans
To allow students to understand the process of the strategic integration of the tools of marketing communications

Learning outcomes

On successful completion of this course a student will be able to:
1 The student will be able to understand, explain and critically examine the disciplines of interactive and direct marketing within a relationship marketing context
2 To evaluate and apply a range of DDM theories, tools and techniques to enable the successful design and delivery of a range of (DDM plans)
3 To critically analyse and understand the impact of DIDM principles on corporate and marketing planning
4 To present professionally and persuasively information verbally and in written formats
5 To be able to make rational and informed decisions concerning the applications of the tools of interactive and direct marketing and be able to evaluate the sources of information to support the marketing communications planning process

6 The student will understand how to apply the knowledge of digital and direct marketing to practical cases and understand how DDM can be measured, including financial and nonfinancial measures

Indicative content

The growth of online marketing
The digital landscape
The online consumer B2B and B2C
Relationship marketing theory and application
The nature of digital interactive and direct marketing management
The role of the data and decision support
Cloud ad big data
Strategic planning for digital and direct marketing
Acquiring new customers and retention and loyalty
Channel and media integration
Integration of Offline media with digital channels
Cross channel attribution and measurement
The role of testing
Briefing and evaluating creative execution
Life time value calculations
Managing campaigns and metrics
Ethics, Data protection, codes of conduct and social responsibility

Teaching and learning activity

The course will be delivered via weekly 1hr tutorial and lecture through a mixture of tutor-led and student-centred activities. The VLE will be used for Discussions and other online activities such as Quizzes and self-tests. Extensive use of enquiry based learning will be made through the course with a focus on a major live case study.


Group Presentation - 20% weighting, 40% pass mark, learning outcomes 3, 4 & 6. Outline Details - Pitch of the output of the groups planning project. 25 Mins (1500 equivalent),
Formative Assessment - Interim Submission.

Group Report - 30% weighting, 40% pass mark, learning outcomes 3, 4 & 6. Outline Details - A groups planning project. Ca. 6000.
Formative Assessment - Interim Submission.

Presentation S1 and S2 - 2 x 5% weighting. 40% pass mark. Outline Details - Presentation on a DDM topic. 25 Mins (1500 equivalent).
Formative Assessment - Level 5 courses.

Exam - 40% weighting, 40% pass mark, learning outcomes 1 & 2. Outline Details - Closed Book. 3 questions from 7 one compulsory. 3 Houors.
Formative Assessment - Presentations.