Registry
Module Specifications
Archived Version 2016 - 2017
| |||||||||||||||||||||||||||||||||||||
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 | |||||||||||||||||||||||||||||||||||||
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 FundamentalsIntroduction: Introduction to MG329, expectations and deliverables. Introduction to Digital Marketing – Web 2.0 perspectives; Digital LiteracyDigital Marketing PlansThe SOSTAC model, developing your digital marketing planContent MarketingDeveloping a content strategy; distributing content; The role of videoSearch Engine ManagementSearch Engine Optimisation; Search Engine Advertising; Introduction to Google AdwordsDisplay AdvertisingDisplay formats and importance. Programmatic buying. The rise of ad-blockersSocial MediaUsing Social Media Viral and WOM in action. The Big Players: Facebook, Twitter, LinkedIn, Instagram. Emerging Channels and the rise of social messagingPolitical and Ethical IssuesPrivacy, legality and trends in digital media | |||||||||||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||||||||||
Indicative Reading List
| |||||||||||||||||||||||||||||||||||||
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 |
- 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