Current Academic Year 2024 - 2025
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Date posted: September 2024
| Module Title |
Digital Marketing & eBusiness Management |
| Module Code |
MG5003 (ITS) / MAD1035 (Banner) |
|
Faculty |
DCU Business School |
School |
DCU Business School |
| Module Co-ordinator | Efe Camurdan | | | Module Teachers | - | |
|
NFQ level |
9 |
Credit Rating |
10 |
|
Pre-requisite |
Not Available |
|
Co-requisite |
Not Available |
| Compatibles |
Not Available |
| Incompatibles |
Not Available |
|
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
|
| 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 Assessment | 100% | Examination Weight | 0% |
| Course Work Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| 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:
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
- Simon Kingsnorth: 2022, Digital Marketing Strategy, 3rd, Kogan Page, 1398605972
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Other Resources
None |
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