| Module Title |
Digital Marketing & eBusiness Management |
| Module Code |
MAD1035 (ITS: MG5003) |
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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
This module introduces students to the key digital marketing and eBusiness 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. Students are expected to attend workshops, webinars, complete independent reading and engage in applied learning activities on a regular basis.
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Learning Outcomes
1. Recognise the role of the digital channel in a business and marketing strategy
2. Evaluate the strategic role of digital campaign elements for an organisation
3. Evaluate the success, or otherwise, of a digital marketing campaign or e-commerce project
4. Effectively brief communications and web development agencies on digital strategy
5. Understand the overlap of advertising, marketing and PR in an digital environment
6. Identify and manage regulatory issues specific to the digital arena
7. Effectively select digital channels in the media planning process
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| Section Breakdown | | CRN | 11082 | 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 | Efe Camurdan | Module Teacher | |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Assignment | Students will attend a series of workshops/webinars where industry speakers will share their ideas, insights, and experiences on a range of topics. | 20% | n/a | | Assignment | Students are required to submit an essay examining the role of ethics in contemporary digital marketing. Students should select:
1. Only one topic to discuss in the essay that is relevant from an ethical standpoint, e.g. data privacy, surveillance, gender or sexual objectification, deceptive marketing, selective advertising, ambush marketing, etc.
2. and only one sectorial application e.g. sports, food, travel etc. | 40% | n/a | | Group assignment | Digital Marketing Plan:
Students will be assigned a group and each group provided a client/brand. The project will comprise five elements:
1. Market research on the target market for the client
2. Digital marketing plan for 12 months starting from 1 June 2023
3. Templates and exemplars of the action plans for each strategy proposed in plan
4. Policy and process documents for each strategy proposed in plan
5. Presentation of assignments to faculty | 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
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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:
- Simon Kingsnorth: 2022, Digital Marketing Strategy, 3rd, Kogan Page, 384, 1398605972
Articles:
None |
Other Resources
None |
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