Module: Digital Marketing Mechanics & Authorship

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Digital Marketing Mechanics & Authorship
Module Code	MG5000 (ITS) / MAD1016 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Rehan Iftikhar
Module Teachers	David Kenny
NFQ level	9	Credit Rating	10
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
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

None

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Portfolio	Each 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: 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

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

None