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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 MG337
School DCUBS
Module Co-ordinatorSemester 1: Aaleya Rasool
Semester 2: Louise Kirke
Autumn: Naoimh O'Reilly
Module TeachersNaoimh O'Reilly
Nicole Gross
John Cusack
Aaleya Rasool
Louise Kirke
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

This module will introduce students to the principles and applications of marketing strategy in a digital context. Students will have both a practical and theoretical grounding in the digital marketing field.

Learning Outcomes

1. Identify the key components of marketing strategy and evaluate the extent to which digital technologies change existing marketing models
2. Assess how new models and strategies can be applied to effectively use digital technologies
3. Analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationships
4. Assess how best to deliver the online customer Experience
5. Evaluate the political and ethical issues surrounding digital media and e-commerce operations
6. Develop tactical and strategic digital marketing plans;

Workload Full-time hours per semester
Type Hours Description
Lecture24Class time
Group work20Analyse and present a relevant case study. Moderate online discussion
Group work20Digital Marketing Plan.
Directed learning37Final Report preparation
Independent Study14Class preparation and review
Online activity10Participation in online discussion fora
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 Environment: Online market place analysis & models. The rate of environment change. Social Factors, Legal and ethical issues of internet usage. Technological factors, Economic Factors and Political

Digital Marketing Strategy & Planning
Developing the digital marketing plan. Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into the overall plan. Performance Management.

Digital Marketing Mix: IMC Owned, Paid and Earned
A review of the marketing mix online. Digital promotion Introduction to Search Engine Advertising; Display; Social media

Understanding Digital Consumers
Digital Consumers The Digital Consumer: Online information processing; online buying process; researching the digital consumer The Relationship: Relationship marketing, Database marketing, e-CRM, profiling, personalisation and Big data

The Online Customer Experience
Your Website Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group project Groups are required to analyse and present a relevant case study. Each group will also moderate the discussion for their case during the following week.15%Once per semester
ParticipationStudents will discuss issues arising from case presentations in online fora in the week following the relevant presentation. You must engage in two of these discussions20%Every Second Week
Group assignmentDigital Marketing Plan. Groups will produce a digital marketing plan for a startup company25%Week 8
Report(s)Final report: An in-depth assessment of theory and practice related to one particular area of digital marketing Your report should also include a reflection on what you have learned over the course of the module.40%n/a
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

  • Dave Chaffey,Fiona Ellis-Chadwick: 2019, Digital Marketing, Pearson Higher Education, 1292241578
  • Simon Kingsnorth: 2016, Digital Marketing Strategy, Kogan Page, 9780749474706
  • Marjolein Visser,Berend Sikkenga,Mike Berry: 2019, Digital Marketing Fundamentals, 9781003021674
  • Alan Charlesworth: 2021, Absolute Essentials of Digital Marketing, 1, Routledge, 9780367859206
Other Resources

55546, Database, 0, WARC Resources,
Programme or List of Programmes
BSBachelor of Business Studies

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