Module: Digital Marketing Strategy

Module Specifications.

Current Academic Year 2024 - 2025

All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).

As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.

Date posted: September 2024

Module Title	Digital Marketing Strategy
Module Code	MG5115 (ITS) / MAD1022 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	-
Module Teachers	Naoimh O'Reilly
NFQ level	9	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None
Coursework reassessment may vary from the original. Exam will be a straightforward repeat.

Description

This module is designed to introduce students to the principles of marketing in the digital context

Learning Outcomes

1. Critically analyse emerging platforms in the digital arena
2. Identify the characteristics of web 2.0 and implications for marketing communications.
3. Evaluate the role of digital marketing in the promotional mix
4. Select the appropriate tools for digital communications;
5. Develop appropriate metrics to measure the efficacy of digital media campaigns

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Mix of lecture and seminars
Group work	26	Preparation of group project
Online activity	20	Online discussion of current topics
Directed learning	40	Preparation of Course Required Materials
Directed learning	20	Examination Preparation
Independent Study	20	Independent Learning
Total Workload: 150

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

The Digital Landscape
Web 2.0. The current environment in Ireland, Europe and Internationally. Key and emerging trends

This is Social Media
The current social media tool-box (Blogs, Facebook, LinkedIn, Flickr, YouTube, Twitter, FourSquare..) key trends and future directions

Why it's not just facebook
Integrated camapign management, cross media efficacy

Building Customer Engagement
A strategic view of customer engagement, CRM

Now, where did I put that...
Strategic SEM and SEO, designing for the next generation of search

Email and Mobile Marketing
Permissison based marketing, email applied. Current mobile techniques, future directions

Legal and Ethical framework
Development of the legal framework around digital marketing. Rights and responsibilities of the digital marketer

Assessment Breakdown
Continuous Assessment	0%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Group assignment	Students will be asked to work on the digital element of an IMC Campaign	30%	Once per semester
Participation	Class Participation & Moodle Discussion (Individual)	10%	Every Week

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 -

Indicative Reading List

Brian Solis, Ashton Kutcher (Foreword): 2010, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley,, Hoboken, New Jersey, 9780470571095
Erik Qualman,: 2009, Socialnomics, Wiley,, Hoboken, New Jersey, 9780470477236
Seth Godin: 1999, Permission marketing, Simon & Schuster, New York, 0684856360

Other Resources

None