Module Details

Module Code: MRKT H8Z01
Full Title: Digital Marketing Management
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Lorraine Dunne
Departments: Unknown
Module Description: The aim of this module is to develop a thorough understanding of how digital technology can be used in the tourism and hospitality sectors to improve the effectiveness and efficiency of marketing at all stages of the market planning process.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Evaluate a company's online presence and apply various web measurement tools to assess the company's performance and make recommendations for improvement.
MLO2 Apply current best practice and demonstrate strong practical skills in common digital marketing tools such as SEO, PPC and social media in the tourism and hospitality industry.
MLO3 Recognise the legal and ethical implications of conducting business online.
MLO4 Design and develop an online strategy for an organisation in the hospitality or tourism industry.
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
The Role of E-Business in the Tourism and Hospitality Sector
Contemporary approaches to e-business. the digital marketing environment and opportunities, online versus offline buyer behaviour, targeting markets, online branding.
Strategic Marketing Planning
Digital marketing planning model, e.g. SOSTAC, integrated campaigns, online objective setting, strategy implementation, resource management, tactics and evaluation.
Paid, Earned and Owned Media Management
Website management, online revenue models, SEM, e-mail, viral marketing, mobile marketing, video and podcasting, affiliate marketing.
Relationship Marketing
E-CRM, social media marketing, customer value & engagement, reputation managment.
Web Analytics & Conversion Rate Optimisation
Identifying goals and KPIs, analysing website performance, social media performance, CRO, usability, customer experience management.
Data Analytics
The analysis, interpretation and use of industry data.
Ethical and Legal Issues
Ethical and social issues, legal responsibilities.
Module Assessment
Assessment Breakdown%
Course Work40.00%
Final Examination60.00%
Module Special Regulation
 

Assessments

Full-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing S1 Week 8 Learning Outcome  
Duration in minutes 0
Assessment Description
Group Project - Digital Marketing Plan & Presentation
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome  
Duration in minutes 0
Assessment Description
End of Term Formal 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 Lecture Class Every Week 2.00 2
Practical Contact Lab Class Every Week 2.00 2
Directed Reading Non Contact Directed Reading as instructed by tutor Every Week 2.00 2
Independent Study Non Contact Student Independent Study Every Week 3.00 3
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 Lecture Class Every Week 2.00 2
Practical Contact Lab Class Every Week 2.00 2
Directed Reading Non Contact Directed reading as instructed by tutor Every Week 2.00 2
Independent Study Non Contact Student Independent Study Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Chaffey, D.. (2019), Digital Marketing: Strategy, Implementation and Practice., 7th. Pearson Eduction Limited, [ISBN: ONLINE REVENU].
Supplementary Book Resources
  • Ryan, D.. (2016), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4th. Kogan Page, [ISBN: 0749478438].
  • Dodson, I.. (2016), The Art of Digital Marketing, Wiley, [ISBN: 9781119265702].
  • Marr B.. (2017), Data Strategy: How To Profit From A World Of Big Data, Analytics And The Internet Of Things, Kogan Page, [ISBN: 9780749479855].
This module does not have any article/paper resources
Other Resources