Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024 No Banner module data is available
| |||||||||||||||||||||||||||||||||||||||||
None |
|||||||||||||||||||||||||||||||||||||||||
Description This module will introduce students to digital marketing | |||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Evaluate the extent to which digital technologies change existing marketing models and assess how new models and strategies can be applied to exploit these technologies effectively 2. Analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationships; 3. Assess the benefits of online market segmentation and position an offer for maximum competitive advantage. 4. Critically evaluate the tools available to the digital marketer and select the most appropriate tools for the selected task | |||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
|||||||||||||||||||||||||||||||||||||||||
Indicative Content and Learning Activities
Digital Marketing FundamentalsThe digital marketplace; the macro and micro-environment. Digital business modelsThe Digital ConsumerOnline Consumer Behaviour; Consumer research Customer Relationships and e-CRM Online Market Segmentation, Targeting and PositioningThe Digital Marketing MixProduct, Price and Distribution Strategies in a digital worldPromotion in a Digital EnvironmentDirect and Databased Marketing Affiliate Marketing Strategies Display Advertising (including video and Real Time Bidding) Introduction to Search and Social Media | |||||||||||||||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||||||||||||||
Indicative Reading List
| |||||||||||||||||||||||||||||||||||||||||
Other Resources None | |||||||||||||||||||||||||||||||||||||||||