Module Details

Module Code: MRKT H7005
Full Title: Digital Marketing
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Colin Cooney
Departments: Unknown
Module Description: The purpose of this module is to enable students to understand the potential opportunities provided by the various technologies in Digital Marketing in order to engage their client markets in a dynamic working environment.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Recognise the range of digital activities in modern marketing communications.
MLO2 Appreciate the combined nature of digital marketing concepts and the behaviour of digital target markets.
MLO3 Recognise the marketing opportunities provided by a variety of internet based communication tools such as e-mail, social media and viral, mobile and location based marketing.
MLO4 Appraise the performance of a website through web measurement and user behaviour evaluations aimed at increasing customer conversion rates.
MLO5 Design and develop a comprehensive and integrated digital marketing plan.
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
The role of digital in marketing communications, digital and interactive media and marketing.
Understanding The E-customer
Introduction to the online buying process and the e-customer.
The Digital Toolbox
Introduction to websites, e-mail and viral marketing, mobile marketing, video and podcasting, affiliate marketing.
Inbound Marketing
The use of content, search engine marketing and social media marketing in attracting and engaging market segments.
Web Analytics & Conversion Rate Optimisation
Identifying goals and KPIs, Analysing performance, CRO, Usability (UX), Customer Experience Management.
Practical Labs
Use of a variety of Web 2.0 Tools
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Group Project % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing S1 Week 10 Learning Outcome 5
Duration in minutes 0
Assessment Description
Integrated project which would involve developing a comprehensive and integrated marketing plan for an organisation.
Assessment Type Class Test % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Individual in-class examination
No Project
No Practical
No 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 Classroom Based Lecture Every Week 2.00 2
Practical Contact Lab Based Practical Class Every Week 1.00 1
Directed Reading Non Contact Directed Student Reading Every Week 3.00 3
Independent Study Non Contact Independent Student Study Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Classroom Based Lecture Every Week 1.00 1
Lecture Contact Lab Based Practical Class Every Week 1.00 1
Directed Reading Non Contact Directed Student Reading Every Week 3.00 3
Directed Reading Non Contact Independent Student Study Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Chaffey, D. & Smith, PR. (2017), Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th. Routledge, [ISBN: 1138191701].
  • Ryan D.. (2016), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4. Kogan Publications, [ISBN: 0749478438].
Supplementary Book Resources
  • Bly. R.. (2018), The Digital Marketing Handbook : A Step-By-Step Guide to Creating Websites That Sell, Entrepreneurs Press, [ISBN: 1599186217].
This module does not have any article/paper resources
Other Resources