Registry

Module Specifications

Archived Version 2019 - 2020

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

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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	No Description
Assignment Completion	18	Blog
Assignment Completion	48	Adwords
Assignment Completion	12	Twitter
Independent Study	23	No Description
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
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 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 data

Digital Marketing Mix: IMC Owned, Paid and Earned
Paid: 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 Analytics

Digital Marketing 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	%	Examination Weight	%

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, PR Smith,: 0, Emarketing Excellence, 978-0-415-53337-9
Christer Holloman,: 0, The Social Media MBA, 978-1119963233
0: E-Marketing,

Other Resources

None

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