Module: Digital Marketing

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Digital Marketing
Module Code	MAD1010 (ITS: MG337)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	5

Description

This module will introduce students to the principles and applications of marketing strategy in a digital context. Students will have both a practical and theoretical grounding in the digital marketing field.

Learning Outcomes

1. Identify the key components of marketing strategy and evaluate the extent to which digital technologies change existing marketing models
2. Assess how new models and strategies can be applied to effectively use digital technologies
3. Analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationships
4. Assess how best to deliver the online customer Experience
5. Evaluate the political and ethical issues surrounding digital media and e-commerce operations
6. Develop tactical and strategic digital marketing plans;

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	24	Class time
Group work	20	Analyse and present a relevant case study. Moderate online discussion
Group work	20	Digital Marketing Plan.
Directed learning	37	Final Report preparation
Independent Study	14	Class preparation and review
Online activity	10	Participation in online discussion fora
Total Workload: 125

Section Breakdown
CRN	12283	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Joanne Lynch	Module Teacher	Louise Kirke

Type	Description	% of total	Assessment Date
Assessment Breakdown
Group project	Groups are required to analyse and present a relevant case study. Each group will also moderate the discussion for their case during the following week.	15%	Once per semester
Participation	Students will discuss issues arising from case presentations in online fora in the week following the relevant presentation. You must engage in two of these discussions	20%	Every Second Week
Group assignment	Digital Marketing Plan. Groups will produce a digital marketing plan for a startup company	25%	Week 8
Report(s)	Final report: An in-depth assessment of theory and practice related to one particular area of digital marketing Your report should also include a reflection on what you have learned over the course of the module.	40%	n/a

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

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Digital Marketing Fundamentals
The Digital Environment: Online market place analysis & models. The rate of environment change. Social Factors, Legal and ethical issues of internet usage. Technological factors, Economic Factors and Political

Digital Marketing Strategy & Planning
Developing the digital marketing plan. Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into the overall plan. Performance Management.

Digital Marketing Mix: IMC Owned, Paid and Earned
A review of the marketing mix online. Digital promotion Introduction to Search Engine Advertising; Display; Social media

Understanding Digital Consumers
Digital Consumers The Digital Consumer: Online information processing; online buying process; researching the digital consumer The Relationship: Relationship marketing, Database marketing, e-CRM, profiling, personalisation and Big data

The Online Customer Experience
Your Website Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics

Indicative Reading List

Books:

Dave Chaffey,Fiona Ellis-Chadwick: 2019, Digital Marketing, Pearson Higher Education, 576, 1292241578
Simon Kingsnorth: 2016, Digital Marketing Strategy, Kogan Page, 296, 9780749474706
Marjolein Visser,Berend Sikkenga,Mike Berry: 2019, Digital Marketing Fundamentals, 9781003021674
Alan Charlesworth: 2021, Absolute Essentials of Digital Marketing, 1, Routledge, 9780367859206

Articles:

0: Required readings supplied on Loop, 53770, 1
Harvard Business Review:

Other Resources

Database: WARC Resources,