Module Details

Module Code: MRKT B8029
Full Title: Digital Marketing Theory and Practice
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 5
Module Owner:: Patrick McArdle
Departments: Unknown
Module Description: no description provided
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Evaluate the marketing opportunities provided by a variety of internet based communication tools such as email, social media and viral, mobile and location based marketing.
MLO2 Advise on the integrated nature of digital marketing concepts and the characteristics and behaviour of digital target markets.
MLO3 Explain the range of alternatives that are available for traffic building.
MLO4 Design and develop a comprehensive and integrated digital marketing plan.
MLO5 Appraise the performance of a website through web measurement, user behaviour analysis and implementation of proven strategies aimed at increasing conversion rates.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Marketing on the Internet
Digital and interactive media and marketing, Online versus offline buyer behaviour, Targeting Markets, Online branding
Digital Toolbox
Websites, Email and Viral Marketing, Mobile Marketing, Video & Podcasting, Affiliate marketing
Traffic Building
Search Theory, Search Engine Optimisation, Pay Per Click advertising, Search Engine Marketing, Web Analytics
Social Media Strategies
Primary tools: opportunities and challenges, On-line customer engagement
Strategic Digital Marketing Planning
Framework for planning, Integrated campaigns, The future
Web Analytics & Conversion Rate Optimisation
Identifying goals and KPIs, Analysing website performance, Social Media Performance, CRO, Usability, Customer Experience Management
Practical Labs
Social Media, Project-based integrated marketing campaign, range of digital tools
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,4
Duration in minutes 0
Assessment Description
Project which would involve developing a comprehensive and integrated marketing plan for a business.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Practical Contact No Description Every Week 1.00 1
Online (Contact) Contact No Description Every Week 1.00 1
Directed Reading Non Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 2.00 2
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.00 1
Practical Contact No Description Every Week 1.00 1
Directed Reading Non Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Chaffey, D., Ellis-Chadwick,. (2019), Digital Marketing: Strategy, Implementation and Practice, 7th. Pearson, [ISBN: 1292241578].
Supplementary Book Resources
  • Ryan D. (2016), Understanding Digital Marketing, 4th. Kogan Page.
  • Meerman Scott D.. (2017), The New Rules of Marketing & PR. How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, Wiley.
  • Robert W Bly. (2018), The Digital Marketing Handbook : A Step-By-Step Guide to Creating Websites That Sell, Entrepreneurs Press, p.330.
  • Chuck Hemen, Ken Burbary. (2018), Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd. Pearson.
  • Simon Kingsnorth. (2016), Digital Marketing Strategy : An Integrated Approach to Online Marketing, Kogan Page, p.344.
  • Geddes B.. (2014), Advanced Google Adwords, 3rd. Wiley, p.696.
  • Marcus Sheridan. (2017), They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Wiley, p.240.
  • Solis B.. (2011), Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley.
This module does not have any article/paper resources
Other Resources