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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Digital Marketing
Module Code MG329
School DCUBS
Module Co-ordinatorSemester 1: Sara Kennedy
Semester 2: Yseult Freeney
Autumn: Sara Kennedy
Module TeachersJohn Connolly
Naoimh O'Reilly
Yseult Freeney
John Cusack
Cliona McParland
Jamid Ul Islam
Aaleya Rasool
Sara Kennedy
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

This module will develop students' knowledge of digital marketing, and allow them to develop tactical and strategic digital marketing strategies.

Learning Outcomes

1. Develop tactical and strategic digital marketing plans;
2. Appraise the role of search on the digital marketing mix and develop appropriate SEM strategies
3. Develop a content marketing strategy and critically evaluate the role of CM in the digital marketing mix
4. Critically evaluate current social media and identify emerging options in the social space
5. Create a social media plan identifying appropriate platforms for the target audience
6. Evaluate current and emerging issues in eWoM strategies (including the role of Influencers)
7. Evaluate the political and ethical issues surrounding digital media

Workload Full-time hours per semester
Type Hours Description
Lecture24Contact Hours
Independent Study25Class preparation
Assignment Completion31 minute paper
Group work6Case Study
Fieldwork20Social Media Plan
Professional Practice14Preparation for, and taking, 2 professional certifications
Portfolio Preparation33Developing portfolio to reflect learning on the module
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
Introduction: Introduction to MG329, expectations and deliverables. Introduction to Digital Marketing – Web 2.0, 3.0, 4.0 perspectives; Digital Literacy

Digital Marketing Plans
The SOSTAC model, developing your digital marketing plan

Search Engine Management
Search Engine Optimisation; Search Engine Advertising; Introduction to Google Ads; The emergence and impact of voice and visual search

Content Marketing
Developing a content strategy; distributing content; The role of video

Display Advertising
Display formats and importance. Programmatic buying. The rise of ad-blockers

Social Media
Using Social Media. The Big Players: Facebook, Twitter, LinkedIn, Instagram, TikTok. Emerging Channels and the rise of social messaging. Developing a social media plan

The role of e Word of Mouth. Viral marketing, Influencers, Affiliates

The emergence of marketing technology,

Political and Ethical Issues
Privacy, legality and trends in digital media

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
ParticipationSeries of Reflections: Students are required to actively participate in class discussions and pay attention to lectures. Students will reflect on the learning for a particular topic or week about which they will be informed a week ahead. Students must submit 3 such reflections.18%As required
Group project Students will be assigned groups Each group will design a digital marketing plan for a star-up product/service/organization which will be assigned to them.30%n/a
Group presentationEach group will prepare a presentation to pitch the submitted marketing plan.10%n/a
Professional PracticeExternal Certification: Students should complete three external digital marketing certificates (offered by either Google or HubSpot or LinkedIn Learning)15%Week 8
AssignmentCase study analysis: Each student will be required to read/watch the assigned case studies and answer the allocated questions.15%Week 6
EssayStudents are required to submit an essay about the role of ethics in digital marketing.12%Week 12
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

  • Tracy L. Tuten and Michael R. Solomon: 2018, Social Media Marketing, 3, Sage Publications, 978-1-5264-23
  • Annmarie Hanlon: 2022, Digital Marketing, 2, Sage Publications Limited, 9781529742817
  • Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz: 2020, Digital and Social Media Marketing A Results-Driven Approach, 2, 9780367235
  • Dave Chaffey,Fiona Ellis-Chadwick: 2019, Digital Marketing, 6th, Pearson Higher Education, 1292241578
  • Julie Atherton: 2019, Social Media Strategy, Kogan Page, 9780749497071
Other Resources

59051, Database, 0, WARC For practice cases and articles,
Programme or List of Programmes
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
DBIBSc in Digital Business and Innovation
EBBA in Global Business
HMSAStudy Abroad (Humanities & Soc Science)
HMSAOStudy Abroad (Humanities & Soc Science)
MINTBSc Marketing, Innovation & Technology
Date of Last Revision21-SEP-11

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