Module: Digital Marketing

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Digital Marketing
Module Code	MG329 (ITS) / MAD1007 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Marija Grishin
Module Teachers	Cliona Mcparland, John Connolly, Naoimh O'Reilly, Sara Kennedy
NFQ level	8	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

Coursework Only
Array

Description

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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Contact Hours
Independent Study	25	Class preparation
Assignment Completion	3	1 minute paper
Group work	6	Case Study
Fieldwork	20	Social Media Plan
Professional Practice	14	Preparation for, and taking, 2 professional certifications
Portfolio Preparation	33	Developing 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

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

MarTech
The emergence of marketing technology,

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

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Participation	Series 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 presentation	Each group will prepare a presentation to pitch the submitted marketing plan.	10%	n/a
Professional Practice	External Certification: Students should complete three external digital marketing certificates (offered by either Google or HubSpot or LinkedIn Learning)	15%	Week 8
Assignment	Case study analysis: Each student will be required to read/watch the assigned case studies and answer the allocated questions.	15%	Week 6
Essay	Students 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: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
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,