| Module Title |
Digital Marketing Strategy |
| Module Code |
MAD1022 (ITS: MG5115) |
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Faculty |
DCU Business School |
School |
DCU Business School |
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NFQ level |
9 |
Credit Rating |
5 |
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Description
This module is designed to introduce students to the principles of marketing in the digital context
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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
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| Workload | Full time hours per semester | | Type | Hours | Description |
|---|
| Lecture | 24 | Mix of lecture and seminars | | Group work | 26 | Preparation of group project | | Online activity | 20 | Online discussion of current topics | | Directed learning | 40 | Preparation of Course Required Materials | | Directed learning | 20 | Examination Preparation | | Independent Study | 20 | Independent Learning |
| Total Workload: 150 |
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| Section Breakdown | | CRN | 20678 | Part of Term | Semester 2 | | Coursework | 0% | Examination Weight | 0% | | Grade Scale | | Pass Both Elements | Y | | Resit Category | | Best Mark | N | | Module Co-ordinator | | Module Teacher | Naoimh O'Reilly |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Group assignment | Students will be asked to work on the digital element of an IMC Campaign | 30% | Once per semester | | Participation | Class Participation & Moodle Discussion (Individual) | 10% | Every Week | | Formal Examination | End-of-Semester Final Examination | 60% | End-of-Semester |
| 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:
- 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
Articles:
None |
Other Resources
None |
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