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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Digital Marketing Strategy
Module Code MG5115
School DCUBS
Module Co-ordinatorSemester 1: Angela Healy
Semester 2: Naoimh O'Reilly
Autumn: Naoimh O'Reilly
Module TeachersNaoimh O'Reilly
Angela Healy
NFQ level 9 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework reassessment may vary from the original. Exam will be a straightforward repeat.

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

Workload Full-time hours per semester
Type Hours Description
Lecture24Mix of lecture and seminars
Group work26Preparation of group project
Online activity20Online discussion of current topics
Directed learning40Preparation of Course Required Materials
Directed learning20Examination Preparation
Independent Study20Independent 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentStudents will be asked to work on the digital element of an IMC Campaign30%Once per semester
ParticipationClass Participation & Moodle Discussion (Individual)10%Every Week
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

  • 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

Programme or List of Programmes
MMKMSc in Marketing
Date of Last Revision22-SEP-11

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