Module: Digital Marketing & eBusiness Management

Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title	Digital Marketing & eBusiness Management
Module Code	MG5003
School	DCUBS
Module Co-ordinator	Semester 1: Efe Camurdan Semester 2: Efe Camurdan Autumn: Efe Camurdan
Module Teachers	Husain Salilul Akareem Efe Camurdan
NFQ level	9	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

None

Description

This module introduces students to the key digital marketing and eBusiness management issues facing decision-makers in a highly dynamic environment. The purpose is to provide students with skills, concepts, frameworks, and experiences that are useful for developing in the student the capacity to manage teams and agencies on digital marketing and e-business projects. Students are expected to attend workshops, webinars, complete independent reading and engage in applied learning activities on a regular basis.

Learning Outcomes

1. Recognise the role of the digital channel in a business and marketing strategy
2. Evaluate the strategic role of digital campaign elements for an organisation
3. Evaluate the success, or otherwise, of a digital marketing campaign or e-commerce project
4. Effectively brief communications and web development agencies on digital strategy
5. Understand the overlap of advertising, marketing and PR in an digital environment
6. Identify and manage regulatory issues specific to the digital arena
7. Effectively select digital channels in the media planning process

*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

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	Students will attend a series of workshops/webinars where industry speakers will share their ideas, insights, and experiences on a range of topics.	20%	n/a
Assignment	Students are required to submit an essay examining the role of ethics in contemporary digital marketing. Students should select: 1. Only one topic to discuss in the essay that is relevant from an ethical standpoint, e.g. data privacy, surveillance, gender or sexual objectification, deceptive marketing, selective advertising, ambush marketing, etc. 2. and only one sectorial application e.g. sports, food, travel etc.	40%	n/a
Group assignment	Digital Marketing Plan: Students will be assigned a group and each group provided a client/brand. The project will comprise five elements: 1. Market research on the target market for the client 2. Digital marketing plan for 12 months starting from 1 June 2023 3. Templates and exemplars of the action plans for each strategy proposed in plan 4. Policy and process documents for each strategy proposed in plan 5. Presentation of assignments to faculty	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

Simon Kingsnorth: 2022, Digital Marketing Strategy, 3rd, Kogan Page, 1398605972

Other Resources

None

Programme or List of Programmes

CDM	Graduate Cert in Digital Marketing
MSDM	MSc in Digital Marketing

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