Registry

Module Specifications

Archived Version 2011 - 2012

Module Title	Digital Marketing
Module Code	MG329
School	DCUBS
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

Learning Outcomes

1. Evaluate the extent to which digital media changes existing marketing models and how new models and strategies can be applied to exploit the media effectively;
2. Identify the differences between online and offline consumer behaviour and the underpinning eCRM technology to support effective relationship marketing online;
3. Demonstrate how Social Media Marketing can be employed in both B2C and B2B contexts;
4. Develop tactical and strategic digital marketing plans;
5. Evaluate the political and ethical issues surrounding digital media and e-commerce operations.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	No Description
Assignment Completion	6	Wikinotes
Assignment Completion	12	Twitter
Assignment Completion	48	GOMC
Directed learning	35	Exam Preparation
Total Workload: 125

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
Introduction: Introduction to MG329, expectations and deliverables. Introduction to Digital Marketing – Web 2.0 perspectives; Digital Literacy 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 Factors

Digital Marketing Mix: IMC Owned, Paid and Earned
New Digital Media - SEM/ SEO SEM / SEO Defined. Paid Search Marketing - Planning, Managing & optimising campaigns. Adwords Quickstart Overview. Google Online Marketing Challenge. Mobile, QR, NFC QR (Quick Response) codes; NFC (Near Field Communications) as a means of payment; location based marketing and even old-fashioned SMS “Traditional” Digital Techniques Affiliate Marketing and online partnerships, Email, Interactive Display Advertising, Earned: Using Social Media Viral and WOM in action. The Big 4: Facebook, Twitter, LinkedIn, Google+… How to initiate and manage your online conversations with customers Owned: Your Website Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics

Managing Consumer Relationships
Online Consumer Behaviour -Segmentation & Targeting Segmentation and Targeting Overview, Market Segmentation Bases and Variables. Targeting online customers e-CRM, Campaign Planning Evaluation Key concepts of e-CRM. Approaches to implementing e-CRM strategy, Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into overall plan. Performance Management.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
Unavailable

Indicative Reading List

Chaffey et al: 2009, Internet Marketing, 4th, All, FT Prentice Hall, Essex, 9780273717409
Strauss and Frost: 2012, E-Marketing, 6th, Pearson, 9780132806466

Other Resources

None

Programme or List of Programmes

BSSA	Study Abroad (DCU Business School)
BSSAO	Study Abroad (DCU Business School)
HMSAO	Study Abroad (Humanities & Soc Science)
MINT	BSc Marketing, Innovation & Technology

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