Registry

Module Specifications

Archived Version 2023 - 2024

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. Assess how best to deliver the online customer Experience
5. Evaluate the political and ethical issues surrounding digital media and e-commerce operations
6. Develop tactical and strategic digital marketing plans;

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Class time
Group work	20	Analyse and present a relevant case study. Moderate online discussion
Group work	20	Digital Marketing Plan.
Directed learning	37	Final Report preparation
Independent Study	14	Class preparation and review
Online activity	10	Participation in online discussion fora
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

Digital Marketing Strategy & Planning
Developing the digital marketing plan. Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into the overall plan. Performance Management.

Digital Marketing Mix: IMC Owned, Paid and Earned
A review of the marketing mix online. Digital promotion Introduction to Search Engine Advertising; Display; Social media

Understanding Digital Consumers
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

The Online Customer Experience
Your Website Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics

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,Fiona Ellis-Chadwick: 2019, Digital Marketing, Pearson Higher Education, 1292241578
Simon Kingsnorth: 2016, Digital Marketing Strategy, Kogan Page, 9780749474706
Marjolein Visser,Berend Sikkenga,Mike Berry: 2019, Digital Marketing Fundamentals, 9781003021674
Alan Charlesworth: 2021, Absolute Essentials of Digital Marketing, 1, Routledge, 9780367859206

Other Resources

55546, Database, 0, WARC Resources,

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