MKTG60340 Digital Acquisition Conversion and Retention Module Handbook Spring 2025 | UoS

Introduction

This module has been designed to explore and understand the theories associated with acquisition, conversion and retention in digital marketing campaigns. You will learn how to evaluate and apply different digital marketing techniques in diverse organisational types and in different contexts. This will allow you to develop key digital skills to solve real-life situations.

Themes may include:

• Online loyalty tools such as E-CRM
• Legislation relating to data management
• Campaign integration - online and offline tools
• Databases and channel integration
• Profiling, segmentation and targeting
• Data mining and data modelling
• Website usability and conversion, including project management
• Online testing and customer journey mapping

Module Learning Outcomes

Upon successful completion of this module, you will be able to:

Knowledge and Understanding

1- Compare and contrast approaches to acquire, convert and retain customers using digital marketing tools.

Analysis

2- Utilise digital theory and practice to analyse and interpret data to solve a business issue or help make its operations more efficient/effective.

Problem Solving 

3- Critically evaluate digital marketing tools for acquisition, conversion Problem problem-solving and retention in different contexts. of a commercial and professional situation.

How will I learn on this Module?

The module delivery consists of lectures and tutorials every week. The lectures are interactive, meaning that students are required to engage in the study materials by answering the questions posed by the lecturer related to the materials studied.

During tutorial sessions, you are required to have previously engaged in the study material covered during the lectures. Tutorials will include practice questions and activities.

Students are expected to read and study outside the classroom. Independent study is strongly suggested.

Attendance and Absence

Your attendance is required at all teaching sessions for this module. Your attendance will be monitored, and if you start missing classes, this will be recorded, and you will be contacted to discuss your absence.

If you are absent from this module on four consecutive sessions for reasons other than personal illness without prior approval, you may be withdrawn from the module. If you miss seven sessions of any fifteen credit module (fourteen for any thirty credit module) then you will not be permitted to take assessments for that module by clause 3.8 of the Staffordshire University General Student Regulations: "The University reserves the right to intermit or withdraw your registration if your continued absence (unless authorized by the University) in the view of your Faculty, compromises your ability to progress/complete your award satisfactorily and/or meet the learning outcomes of the module(s) you are registered on."

Learning Resources

You must read in preparation for the lecture/tutorial sessions

The Main Textbook Used in This Module is:

• Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall. Tapp, A., 2014. Principles of Direct Database & Digital Marketing. Pearson Education.

Additional Suggested Readings Are:

• Module handbook
• Assessment Guide
• Supplementary reading materials may be provided for independent learning.

How Will I be Assessed in this Module?

The assessment will be a 2,500-word report that applies an understanding of digital marketing acquisition, conversion, and retention techniques in the context of Decathlon.

Undergraduate degrees: To pass a module, you must achieve at least 40% in the module overall. If you fail to satisfy the assessment criteria of the module, you will be awarded a fail. If you have failed to submit any assessment for the module, you will be given N (Fail due to non-submission) for the element(s) of the module, and you will only be allowed a further attempt at that element(s) of the module at the discretion of the appropriate Board.

It is therefore essential that you attempt and make a submission for all pieces of assessment. 

Support and guidance relating to assessment is available through your course team as well as from university support services and the Students' Union. Please see your Student Handbook and your Module Leader, Personal Tutor or Programme Leader for information on what to do if you can't hand in work due to circumstances beyond your control.

Submission and Feedback

Feedback on your performance is provided in a variety of ways - through a module, you will be receiving informal feedback on your performance, in your discussions with teaching staff in tutorials, for instance. Feedback should help you to self-assess your work as you progress through the module and help you to understand your subject better.

Feedback is not just the marks at the end of the module - it could be regular verbal advice about your work, perhaps as you develop a portfolio of work; comments made by tutors or fellow students in group discussions; or the written comments on your work.

You can expect to receive formal feedback on your assessed work no later than 20 working days after it has been submitted.

You will receive feedback via CANVAS when the moderation process is complete, and marks are released to students.

Academic Integrity

Staffordshire University have recently updated its policies on Academic Misconduct, and you are strongly encouraged to familiarise yourself with these policies which can be found here.

In short, the policy states that if even the smallest amount of plagiarism is present in your work, at a minimum, you will fail that assessment. It also means that if you receive three instances of academic misconduct in total during your studies at BUV, you will fail your award, and your studies at the university will likely be terminated.

When submitting an assignment, you MUST leave yourself enough time to check the levels of similarity using Turnitin and change your assignment if you realise that you have accidentally plagiarised. Speak to your module leader if you are concerned about any similarity you spot in your work. Please note that just because Turnitin does not show any similarity in the initial check of your work, that does not mean you have not committed plagiarism.

This module requires that you demonstrate what you have learnt and that you have met the learning outcomes of the module. To do this, you are required to complete the module assessment. The University expects this to be, for individual assessments, your work, and so you must comply with the University's regulations on academic misconduct. Academic misconduct includes things like cheating in examinations, making up data and plagiarism.

According to Staffordshire University guidelines, plagiarism is defined as a student submitting the work of others as his/her own to satisfy formal assessment requirements. Thus, plagiarism is the use of the ideas, words and/or artefacts of others without due acknowledgement.

BUV follows Staffordshire University policy on academic misconduct and takes suspected cases of academic misconduct, including plagiarism, very seriously. The penalties are severe and can, in some cases, result in a student not being allowed to continue their studies. Plagiarism can happen in any type of assessment where you are given the questions or tasks in advance.

You will have committed academic misconduct if you commit any of the following:

• Plagiarism
• Self-Plagiarism
• Collusion
• False Declaration
• Fabrication or Falsification of Data
• Bribery or Intimidation
• Contract Cheating
• Examination Misconduct

Please see here for a detailed explanation of these terms or click the individual links above.

If Academic Misconduct is proven by the university, then typical punishments include:

The grade for your assessment has been reduced to zero, with the right to resubmit.

The grade for the whole module or super module is being reduced to zero, with the right to resubmit.

Failure of the entire level that you are currently studying, with a requirement to restart the level at the next opportunity

Failure of the award and/or termination of your studies at the University. Your ability to reapply and enrol again at the university may also be restricted, normally for two whole academic years.

BUV encourages you to refer to appropriate academic sources, as long as you reference these correctly and do not use too much material from the source.

You must use the Harvard referencing system for all your assignments, unless you are told otherwise by your Module Leader. If you do not know how to do this, please follow the guidelines given at this website address.

BUV employs Turnitin to assess all submissions for potential academic misconduct. This software highlights to the examiners in detail where material may have either been copied directly or paraphrased from a source with correct citation

How can I provide Feedback on this Module?

You are welcome to discuss your feedback on the module at any time - please speak to your module leader. Views may also be expressed through Staff Student Liaison Meetings. You will have the opportunity to provide formal feedback on this module by completing a module feedback survey. In addition, you will have a chance to comment on your overall experience by undertaking one of the student surveys this year; these are really important to us - they let us know how well we are doing, and we really appreciate your input.

These are some of the things that last year's students liked about the module.

• A lot of information
• Good pace of the module
• Challenging

Ethics

All students and staff are expected to adhere to the University's Ethical Review Policy. There may also be additional Professional Body ethical requirements. It is the responsibility of all students and staff to ensure that ethics are fully considered as appropriate, and that codes of conduct are followed. Any student wishing to seek further advice on ethical issues in relation to their work should contact their module tutor in the first instance.

Module External Examiner

External examiners help the university to ensure that the standards of your course and modules are comparable to those provided by other universities or colleges in the UK.