Registry

Module Specifications

Archived Version 2016 - 2017

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

This module will develop students' knowledge of digital marketing, and allow them to develop tactical and strategic digital marketing strategies

Learning Outcomes

1. Develop tactical and strategic digital marketing plans;
2. Analyse digital consumers and develop appropriate targeting strategies
3. Appraise the role of search on the digital marketing mix and develop appropriate SEM strategies
4. Develop a content marketing strategy and critically evaluate the role of CM in the digital marketing mix
5. Create a social media plan identifying appropriate platforms for the target audience
6. Critically evaluate current social media and identify emerging options in the social space
7. Evaluate the political and ethical issues surrounding digital media

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	No Description
Assignment Completion	1	1 minute paper
Group work	12	Case Study
Assignment Completion	48	Google Online Marketing Challenge
Directed learning	40	MCQ 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

Digital Marketing Plans
The SOSTAC model, developing your digital marketing plan

Content Marketing
Developing a content strategy; distributing content; The role of video

Search Engine Management
Search Engine Optimisation; Search Engine Advertising; Introduction to Google Adwords

Display Advertising
Display formats and importance. Programmatic buying. The rise of ad-blockers

Social Media
Using Social Media Viral and WOM in action. The Big Players: Facebook, Twitter, LinkedIn, Instagram. Emerging Channels and the rise of social messaging

Political and Ethical Issues
Privacy, legality and trends in digital media

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

Dave Chaffey, Fiona Ellis-Chadwick: 2016, Digital Marketing, 6th, Pearson, 1292077611
Judy Strauss, Raymond Frost.: 0, E-marketing, Upper Saddle River, NJ; Pearson Education, 1292000414

Other Resources

0, Loop, 0, Additional resources will be made available on Loop,

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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