Module Specifications..
Current Academic Year 2024 - 2025
Please note that this information is subject to change.
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None Coursework reassessment may vary from the original. Exam will be a straightforward repeat. |
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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 | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
The Digital LandscapeWeb 2.0. The current environment in Ireland, Europe and Internationally. Key and emerging trendsThis is Social MediaThe current social media tool-box (Blogs, Facebook, LinkedIn, Flickr, YouTube, Twitter, FourSquare..) key trends and future directionsWhy it's not just facebookIntegrated camapign management, cross media efficacyBuilding Customer EngagementA strategic view of customer engagement, CRMNow, where did I put that...Strategic SEM and SEO, designing for the next generation of searchEmail and Mobile MarketingPermissison based marketing, email applied. Current mobile techniques, future directionsLegal and Ethical frameworkDevelopment of the legal framework around digital marketing. Rights and responsibilities of the digital marketer | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes
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