| Module Title |
Digital Marketing Mechanics & Authorship |
| Module Code |
MAD1016 (ITS: MG5000) |
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Faculty |
DCU Business School |
School |
DCU Business School |
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NFQ level |
9 |
Credit Rating |
10 |
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Description
The purpose of this module is to provide the student with the technical knowledge and skills to author and communicate brand messaging using common and emerging digital marketing technologies. The module explores existing and emerging tools, concepts, frameworks, and experiences that are useful for developing in the student the capacity to evaluate, select, utilise and critique tactical brand messaging decisions in the digital domain. Students are expected to attend lectures, complete independent reading and to engage in applied learning activities on a regular basis.
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Learning Outcomes
1. Synthesise theory and practice to communicate effectively using a range of digital marketing technologies to meet marketing outcomes
2. Develop and defend coherent and persuasive arguments for the adoption of digital marketing technologies for brand messaging
3. Understand the impact of technology of marketing outcomes
4. Participate fully in teams and manage digital media channels and technologies
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| Section Breakdown | | CRN | 10970 | Part of Term | Semester 1 & 2 | | Coursework | 0% | Examination Weight | 0% | | Grade Scale | 40PASS | Pass Both Elements | Y | | Resit Category | RC1 | Best Mark | N | | Module Co-ordinator | Rehan Iftikhar | Module Teacher | David Kenny |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
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| Reflective journal | Students are encouraged to maintain journal entries for each topic throughout the semester.
PLAN: Students are encouraged to work upon the First Reflective Journal Submission based on any of the following two topics that will be taught in Semester 01 until the reading-week break:
Students will refer to classroom notes, group discussions, articles, and cases discussed, as well as any other activities such as simulation games that they participate. Students can choose one of three options to maintain a Reflective Journal for the MG5000 module: Written Journal/ Video Journal/ Audio Journal
Loop Reflect should be used in each option to host the journal entries and make the final submission. | 20% | n/a | | Completion of online activity | Students will complete external certifications from Google Digital Marketing Portfolio to master the basics of digital marketing. There are 26 modules to explore, all created by Google trainers, packed full of practical exercises and real-world examples to help them turn knowledge into action. | 10% | n/a | | Group project | Complete a search engine optimisation report for a chosen client. The report should include analysis and recommendations of sitewide, on-page, and off site optimisation factors including backlinking and social media. | 10% | Sem 1 End | | Group presentation | Each student is allocated to a group of up to five members.
Each group will be assigned a topic related to “Digital Marketing” applications from business cases. They will solve the challenge, for which they will prepare a 10-minute presentation followed by QnA for up to 5 minutes. | 10% | n/a | | Portfolio | Each student is required to submit a portfolio providing evidence of mastering both digital marketing mechanics and authorship. The portfolio must include a minimum of 3 different tools or activity series. | 50% | Sem 2 End |
| 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
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Indicative Reading List
Books:
- Chaffey and Ellis-Chadwick: 2012, Digital Marketing: Strategy, Implementation and Practice, 5th, Pearson, 0273746103
- Kotler and Keller: 2011, Marketing Management, 14th, Pearson/Prentiche Hall, 0132102927
- MARJOLEIN. SIKKENGA VISSER (BEREND. BERRY, MIKE.),Berend Sikkenga,Mike Berry: 2021, Digital Marketing Fundamentals, 2, 12, Routledge, 650, 9789001749842
Articles:
- Michael Porter: 1979, The Five Competitive Forces That Shape Strategy, Harvard Business Review, 521857
- 2022: Industry Analysis, Harvard Business Review, 521858, 1
- THE GROWTH SHARE MATRIX: 521859, 1, Denish Shah and B.P.S. Murthi
- Journal Of Business Research: 125, 521860, 1, Jagdish Sheth and Charles H. Kellstadt, 2021
- 125:
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Other Resources
None |
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