MODULE HANDBOOK
Spring 2025
Module title: Digital Acquisition Conversion and Retention
Module code: MKTG60340
Level: 6
Credits: 15
Co-requisite or pre-requisite modules: None
School: British University Vietnam
Semester: Spring 2025
Location of Delivery: BUV Ecopark Campus
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1. 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
2. Module Leader:
William Shiue (Ph.D.)
Building Block D Level 3.9, Faculty Office
Office Hours: Available by appointment
Email: wiliam.s@[Link]
Tutorial Leader:
Haley Phan (MBA)
Email: hai.pt2@[Link]
3. Module Learning Outcomes
Upon successful completion of this module, you will be able to:
1- Compare and contrast approaches to acquire, convert and retain Knowledge and
customers using digital marketing tools. Understanding
2- Utilise digital theory and practice to analyse and interpret data to Analysis
solve a business issue or help make its operations more efficient /
effective.
3- Critically evaluate digital marketing tools for acquisition, conversion Problem Solving
and retention in different contexts. of a commercial and professional
situation.
4. 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 study materials by answering the questions
posed by the lecturer related to materials studied.
During tutorial sessions, you are required to previously engage in 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.
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Week Lecture Tutorial Assessment
Schedule
1 Introduction to digital marketing. Class discussion and exercise
Overview of the module, handbook, and assessment guide.
2 Digital Marketing Strategy. Class discussion and exercise Release of
SOSTAC Planning Framework. Assessment
Requirements
3 Customer Profiling: Personas Customer journey/touch-point mapping. Class Discussion and exercise
Micro- and Macro- environment of digital marketing.
4 Customer Analysis: Profiling, segmentation and targeting for digital campaigns RACE Class discussion and exercise
planning framework. Getting to grips with search engine marketing (SEM)
5 Objectives: Using digital planning frameworks to align business objectives with campaign Class discussion and exercise
objectives. Planning successful campaigns by developing online value propositions and
understanding buyer behaviour.
6 Social media marketing & analytics Class discussion and exercise
7 Customer Acquisition: An overview of customer acquisition tools, which includes: search Class discussion and exercise
engine marketing, digital PR, mobile marketing, affiliate marketing and social media.
8 Advanced understanding of digital marketing tools for acquisition, conversion and Class discussion and exercise
retention, which includes: search engine marketing, email marketing, digital PR, content
marketing, affiliate marketing and social media
9 Email marketing practicalities Class discussion and exercise
10 Website usability and conversation – landing page optimisation, responsive website design, Class discussion and exercise
psychological approaches to content and design. Tools and techniques used to measure
and monitor the performance of the acquisition, conversion and retention plan
11 Individual Assignment Q&A / Review Week – Students can receive feedback on their Review Week
individual assignment drafts from their module leader.
12 Submission of Individual Assignment
Deadline: May 2nd, 2025 16:00pm
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Class Contact Time: 36
Independent Study Time: 114
Total Module Commitment: 150
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5. 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 in accordance with 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.”
6. Learning Resources
It is essential that you 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.
7. 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.
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8. Submission and Feedback
Feedback on your performance is provided in a variety of ways – all the way 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.
9. Academic Integrity
Staffordshire University have recently updated their policies on Academic Misconduct, and you
are strongly encouraged to familiarise yourself with these policies which can 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 own work and
so 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 for the purpose of satisfying 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.
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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, being reduced to zero with the right to resubmit.
• The grade for the whole module or super module being reduced to zero with the right to
resubmit.
• Failure of the entire level of which you are currently studying with a requirement to re-
start 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 original 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 web-site address:
[Link]
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
10. How can I provide feedback on this module?
You are welcome to discuss your feeback 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.
• Lot of information
• Good pace of module
• Challenging
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11. 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 codes of conduct 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.
12. 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. More information
on the role performed by external examiners can be found at:
[Link]/externalexaminers/.