| Module Title |
Digital Marketing |
| Module Code |
MAD1007 (ITS: MG329) |
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Faculty |
DCU Business School |
School |
DCU Business School |
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NFQ level |
8 |
Credit Rating |
5 |
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Description
This module will develop students' knowledge of digital marketing, and allow them to develop tactical and strategic digital marketing strategies.
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Learning Outcomes
1. Develop tactical and strategic digital marketing plans;
2. Appraise the role of search on the digital marketing mix and develop appropriate SEM strategies
3. Develop a content marketing strategy and critically evaluate the role of CM in the digital marketing mix
4. Critically evaluate current social media and identify emerging options in the social space
5. Create a social media plan identifying appropriate platforms for the target audience
6. Evaluate current and emerging issues in eWoM strategies (including the role of Influencers)
7. Evaluate the political and ethical issues surrounding digital media
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| Workload | Full time hours per semester | | Type | Hours | Description |
|---|
| Lecture | 24 | Contact Hours | | Independent Study | 25 | Class preparation | | Assignment Completion | 3 | 1 minute paper | | Group work | 6 | Case Study | | Fieldwork | 20 | Social Media Plan | | Professional Practice | 14 | Preparation for, and taking, 2 professional certifications | | Portfolio Preparation | 33 | Developing portfolio to reflect learning on the module |
| Total Workload: 125 |
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| Section Breakdown | | CRN | 20672 | Part of Term | Semester 2 | | Coursework | 0% | Examination Weight | 0% | | Grade Scale | 40PASS | Pass Both Elements | Y | | Resit Category | RC1 | Best Mark | N | | Module Co-ordinator | Ahmed Al Asheq | Module Teacher | John Connolly, Marija Grishin, Naoimh O'Reilly |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Participation | Series of Reflections: Students are required to actively participate in class discussions and pay attention to lectures. Students will reflect on the learning for a particular topic or week about which they will be informed a week ahead. Students must submit 3 such reflections. | 18% | As required | | Group project | Students will be assigned groups Each group will design a digital marketing plan for a star-up product/service/organization which will be assigned to them. | 30% | n/a | | Group presentation | Each group will prepare a presentation to pitch the submitted marketing plan. | 10% | n/a | | Professional Practice | External Certification: Students should complete three external digital marketing certificates (offered by either Google or HubSpot or LinkedIn Learning) | 15% | Week 8 | | Assignment | Case study analysis: Each student will be required to read/watch the assigned case studies and answer the allocated questions. | 15% | Week 6 | | Essay | Students are required to submit an essay about the role of ethics in digital marketing. | 12% | Week 12 |
| Reassessment Requirement Type |
Resit arrangements are explained by the following categories;
RC1: A resit is available for both* components of the module.
RC2: No resit is available for a 100% coursework module.
RC3: No resit is available for the coursework component where there is a coursework and summative examination element.
* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment
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Pre-requisite |
None
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Co-requisite |
None |
| Compatibles |
None |
| Incompatibles |
None |
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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
Digital Marketing Fundamentals
Introduction: Introduction to MG329, expectations and deliverables. Introduction to Digital Marketing – Web 2.0, 3.0, 4.0 perspectives; Digital Literacy
Digital Marketing Plans
The SOSTAC model, developing your digital marketing plan
Search Engine Management
Search Engine Optimisation; Search Engine Advertising; Introduction to Google Ads; The emergence and impact of voice and visual search
Content Marketing
Developing a content strategy; distributing content; The role of video
Display Advertising
Display formats and importance. Programmatic buying. The rise of ad-blockers
Social Media
Using Social Media. The Big Players: Facebook, Twitter, LinkedIn, Instagram, TikTok. Emerging Channels and the rise of social messaging. Developing a social media plan
eWoM
The role of e Word of Mouth. Viral marketing, Influencers, Affiliates
MarTech
The emergence of marketing technology,
Political and Ethical Issues
Privacy, legality and trends in digital media
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Indicative Reading List
Books:
- Tracy L. Tuten and Michael R. Solomon: 2018, Social Media Marketing, 3, Sage Publications, 978-1-5264-23
- Annmarie Hanlon: 2022, Digital Marketing, 2, Sage Publications Limited, 408, 9781529742817
- Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz: 2020, Digital and Social Media Marketing A Results-Driven Approach, 2, 9780367235
- Dave Chaffey,Fiona Ellis-Chadwick: 2019, Digital Marketing, 6th, Pearson Higher Education, 576, 1292241578
- Julie Atherton: 2019, Social Media Strategy, Kogan Page, 264, 9780749497071
Articles:
- Any: 0, Any, Journal of Advertising Research, 518126
- 0: Any, 518127, 1
- Any: Harvard Business Review,
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Other Resources
- 1: Database, WARC For practice cases and articles,
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