Module: Digital Marketing & eBusiness Management

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Digital Marketing & eBusiness Management
Module Code	MAD1024 (ITS: MG546)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

Description

This module introduces students to the key digital marketing and e-commerce management issues facing decision makers in a highly dynamic environment. The purpose is to provide students with skills, concepts, frameworks, and experiences that are useful for developing in the student the capacity to manage teams and agencies on digital marketing and e-business projects. The module is delivered through a series of workshops delivered by experienced practitioners.Students are expected to attend workshops, complete independent reading and to engage in applied learning activities on a regular basis. The aims of the module are to enable students: 1. Synthesise theory and practice to deliver and manage tactical digital marketing and e-commerce projects; 2. Critically evaluate alternative tactical campaign choices and apply a management process in the digital marketing and e-commerce context; 3. Develop and defend coherent and persuasive arguments for the adoption of innovative digital marketing and e-business strategies for a range of scenarios. 4. Participate fully in teams and manage engagements with digital marketing and web development agencies to deliver digital marketing and e-business projects.

Learning Outcomes

1. Recognise the role of the digital channel in a business and marketing strategy
2. 1DAB1DA6-74C9-0001-A441-822D1700B970
3. Identify and manage regulatory issues specific to the digital arena

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Seminars	24	Seminars on specialist topics will be delivered by faculty and industry practitioners.
Group work	25	Students will participate in groups on a project for a live client.
Assignment Completion	25	Students will research and prepare an individual assignment.
Tutorial	3	Students may attend optional tutorials.
Independent Study	48	Students are expected to attend optional modules and/or complete readings to support seminars and/or assignments.
Total Workload: 125

Section Breakdown
CRN	10975	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale		Pass Both Elements	Y
Resit Category		Best Mark	N
Module Co-ordinator		Module Teacher	Melrona Kirrane, Theodore Lynn

Type	Description	% of total	Assessment Date
Assessment Breakdown
Assignment	Prepare a digital media landscape report for a client. This should include search trends, social media trends and other insights.	50%	Sem 1 End
Group project	Develop a digital marketing plan for a client.	50%	Sem 1 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

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

None

Indicative Reading List

Books:

Philip Kotler, Kevin Keller,: 2011, Marketing Management, 14th, Pearson/Prentice Hall, 0132102927
Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer,: 2012, Digital Marketing, 5th, 0273746103

Articles:
None

Other Resources

None