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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Digital Marketing Mechanics & Authorship
Module Code MG5000
School DCUBS
Module Co-ordinatorSemester 1: Rehan Iftikhar
Semester 2: Rehan Iftikhar
Autumn: Rehan Iftikhar
Module TeachersDavid Kenny
Abdelsalam Busalim
Baidyanath Biswas
Rehan Iftikhar
NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

The purpose of this module is to provide the student with the technical knowledge and skills to author and communicate brand messaging using common and emerging digital marketing technologies. The module explores existing and emerging tools, concepts, frameworks, and experiences that are useful for developing in the student the capacity to evaluate, select, utilise and critique tactical brand messaging decisions in the digital domain. Students are expected to attend lectures, complete independent reading and to engage in applied learning activities on a regular basis.

Learning Outcomes

1. Synthesise theory and practice to communicate effectively using a range of digital marketing technologies to meet marketing outcomes
2. Develop and defend coherent and persuasive arguments for the adoption of digital marketing technologies for brand messaging
3. Understand the impact of technology of marketing outcomes
4. Participate fully in teams and manage digital media channels and technologies

Workload Full-time hours per semester
Type Hours Description
Total Workload: 0

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

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
PortfolioEach student is required to submit a portfolio providing evidence of mastering both digital marketing mechanics and authorship. The portfolio must include a minimum of 8 different tools or activity series.50%Sem 2 End
Group project Complete a search engine optimisation report for a chosen client. The report should include analysis and recommendations of sitewide, on-page, and off site optimisation factors including backlinking and social media.20%Sem 1 End
Group project Develop and pilot an online influence management programme for a client.15%Sem 1 End
Group project Design and run a 3 week digital advertising campaign.15%Sem 2 End
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

  • Chaffey and Ellis-Chadwick: 2012, Digital Marketing: Strategy, Implementation and Practice, 5th, Pearson, 0273746103
  • Kotler and Keller: 2011, Marketing Management, 14th, Pearson/Prentiche Hall, 0132102927
Other Resources

Programme or List of Programmes
CDMGraduate Cert in Digital Marketing
GCMGraduate Certificate in Management
MSDMMSc in Digital Marketing

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