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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-ordinatorSemester 1: Efe Camurdan
Semester 2: Efe Camurdan
Autumn: Efe Camurdan
Module TeachersHusain Salilul Akareem
Efe Camurdan
NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentStudents 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
AssignmentStudents 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 assignmentDigital 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 faculty40%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

Programme or List of Programmes
CDMGraduate Cert in Digital Marketing
MSDMMSc in Digital Marketing

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