Registry
Module Specifications
Archived Version 2019 - 2020
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Description This module will introduce students to the principles and applications of marketing strategy in a digital context. Students will have both a practical and theoretical grounding in the digital marketing field. | |||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Identify the key components of marketing strategy and evaluate the extent to which digital technologies change existing marketing models 2. Assess how new models and strategies can be applied to effectively use digital technologies 3. Analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationships 4. Identify best practice in designing the digital customer experience online; 5. Identify best practices in search engine optimisation and implement a search engine advertising campaign 6. Demonstrate how Social Media Marketing can be successfully employed; 7. Develop tactical and strategic digital marketing plans; 8. 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 FundamentalsThe 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 Strategic Marketing Objectives: Setting objectives, what can your digital presence accomplish? The Digital Marketing Mix: The 4 P’s revisited; Services marketing mix and a final P for Partnerships Digital Consumers The Digital Consumer: Online information processing; online buying process; researching the digital consumer The Relationship: Relationship marketing, Database marketing, e-CRM, profiling, personalisation and Big dataDigital Marketing Mix: IMC Owned, Paid and EarnedPaid: Planning, Managing & optimising campaigns. SEM/ SEO SEM / SEO Defined. Adwords Overview. Google Online Marketing Challenge. Affiliate Marketing and online partnerships, Email, Interactive Display Advertising and Real Time Bidding, Earned: Using Social Media; Viral and WOM in action. Owned: Your Website Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google AnalyticsDigital Marketing StrategyGoals 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 | |||||||||||||||||||||||||||||||||||||
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