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Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

No Banner module data is available

Module Title
Module Code (ITS)
Faculty School
Module Co-ordinatorSemester 1: Artemisa Jaramillo
Semester 2: Artemisa Jaramillo
Autumn: Artemisa Jaramillo
Module TeachersArtemisa Jaramillo
NFQ level 8 Credit Rating
Pre-requisite Not Available
Co-requisite Not Available
Compatibles Not Available
Incompatibles Not 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



Workload Full-time hours per semester
Type Hours Description
Lecture36No Description
Assignment Completion24Weekly Individual
Group work40Preparing group assignment
Independent Study25No Description
Total Workload: 125

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 Fundamentals
The digital marketplace; the macro and micro-environment. Digital business models

The Digital Consumer
Online Consumer Behaviour; Consumer research Customer Relationships and e-CRM Online Market Segmentation, Targeting and Positioning

The Digital Marketing Mix
Product, Price and Distribution Strategies in a digital world

Promotion in a Digital Environment
Direct and Databased Marketing Affiliate Marketing Strategies Display Advertising (including video and Real Time Bidding) Introduction to Search and Social Media

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentWeekly short participation exercises (in class presentations; written assessments; online discussions)15%Every Week
Group assignmentGroup project assessing the affiliate, display or direct marketing strategy of an organisation of your choice25%Every Week
AssignmentOther60%
Indicative Reading List

  • 0: E-Marketing,
Other Resources

None

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