| 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 | | Professional Practice | 15 | Preparation for and taking 2 professional certifications | | Class Presentation | 14 | Presentation on influencer marketing plan. | | Group work | 14 | Social Media Marketing Plan | | Assignment Completion | 33 | Development of a detailed digital marketing plan for a SME firm. |
| Total Workload: 125 |
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| Section Breakdown | | CRN | 20672 | Part of Term | Semester 2 | | Coursework | 100% | Examination Weight | 0% | | Grade Scale | 40PASS | Pass Both Elements | N | | 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 |
|---|
| Professional Practice | External Certification: Students should complete two external digital marketing certificates (offered by either Google or HubSpot or or Semrush or LinkedIn Learning or any recognized academy/platform) | 20% | Week 6 | | Group project | Students will be assigned groups Each group will design a social media marketing plan for a start-up. | 10% | n/a | | Group presentation | Each group will prepare a presentation to pitch the influencer marketing plan. | 20% | n/a | | Assignment | Detailed Digital Marketing Plan: Each student will be required to develop a comprehensive digital marketing plan for their chosen business firm. | 50% | 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 MAD1007, expectations and deliverables; introduction to the overall landscape of Digital Marketing.
Digital Marketing Plans
The SOSTAC model, developing your digital marketing plan
Social Media Marketing
Using Social Media; Key trends in Social Media; The four zones of Social Media; The Big Players: Facebook, Twitter, LinkedIn, Instagram, TikTok. Developing a social media marketing plan.
Influencer Marketing
Social media marketing and their categorization, prominent theories around influencer marketing and introduction to AI-driven (Virtual) influencer marketing.
Content & Email Marketing
Developing a content strategy; distributing content, and the 5 T's of email marketing
Search Engine Management
Search Engine Optimisation; Search Engine Advertising; Introduction to Google Ads
Performance Evaluation
Goolge Analytics and Meta Business Suite
Ethical Issues
GDPR & EU AI Act
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Indicative Reading List
Books:
- Dave Chaffey,Fiona Ellis-Chadwick,Majd Abed-Rabbo: 2025, Digital Marketing, 9th, Pearson, UK., 978-1-292-73808-6
- Tracy L. Tuten: 2023, Social Media Marketing, 5th, Sage Publications Limited, UK., 978-1-5296-2382-6
- Simon Kingsnorth: 2025, Digital Marketing Strategy, 4th, Kogan Page Publishers, UK., 9781398622050
- Alan Charlesworth: 2022, Digital Marketing, 4th, Taylor & Francis, 9781000770568
Articles:
- Any: 0, Any, Journal of Advertising Research, 524860
- 0: Any, 524861, 1
- Any: Harvard Business Review,
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Other Resources
- 1: Database, WARC For practice cases and articles,
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