Registry
Module Specifications
Archived Version 2015 - 2016
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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. | |||||||||||||||||||||||||||||||||||||
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 Digital Marketing FundamentalsIntroduction: 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 FactorsDigital Marketing Mix: IMC Owned, Paid and EarnedNew 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 AnalyticsManaging Consumer RelationshipsOnline 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. | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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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 |
- See the module specification for MG329 in 2003 - 2004
- See the module specification for MG329 in 2004 - 2005
- See the module specification for MG329 in 2005 - 2006
- See the module specification for MG329 in 2006 - 2007
- See the module specification for MG329 in 2007 - 2008
- See the module specification for MG329 in 2008 - 2009
- See the module specification for MG329 in 2009 - 2010
- See the module specification for MG329 in 2010 - 2011
- See the module specification for MG329 in 2011 - 2012
- See the module specification for MG329 in 2012 - 2013
- See the module specification for MG329 in 2013 - 2014
- See the module specification for MG329 in 2014 - 2015
- See the module specification for MG329 in 2015 - 2016
- See the module specification for MG329 in 2016 - 2017
- See the module specification for MG329 in 2017 - 2018
- See the module specification for MG329 in 2018 - 2019
- See the module specification for MG329 in 2019 - 2020
- See the module specification for MG329 in 2020 - 2021
- See the module specification for MG329 in 2021 - 2022
- See the module specification for MG329 in 2022 - 2023
- See the module specification for MG329 in 2023 - 2024
- See the module specification for the current year