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Module Specifications

Archived Version 2015 - 2016

Module Title
Module Code

Online Module Resources

NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

This module introduces students to the key digital marketing and e-commerce management issues facing decision makers in a highly dynamic environment. The purpose is to provide students with skills, concepts, frameworks, and experiences that are useful for developing in the student the capacity to manage teams and agencies on digital marketing and e-business projects. The module is delivered through a series of workshops delivered by experienced practitioners.Students are expected to attend workshops, complete independent reading and to engage in applied learning activities on a regular basis. The aims of the module are to enable students: 1. Synthesise theory and practice to deliver and manage tactical digital marketing and e-commerce projects; 2. Critically evaluate alternative tactical campaign choices and apply a management process in the digital marketing and e-commerce context; 3. Develop and defend coherent and persuasive arguments for the adoption of innovative digital marketing and e-business strategies for a range of scenarios. 4. Participate fully in teams and manage engagements with digital marketing and web development agencies to deliver digital marketing and e-business projects.

Learning Outcomes

1. Recognise the role of the digital channel in a business and marketing strategy
2. Evaluate the strategic role of digital campaign elements for an organisation
3. Evaluate the success, or otherwise, of a digital marketing campaign or e-commerce project
4. Effectively brief communications and web development agencies on digital strategy
5. Understand the overlap of advertising, marketing and PR in an digital environment
6. Identify and manage regulatory issues specific to the digital arena
7. Effectively select digital channels in the media planning process

Workload Full-time hours per semester
Type Hours Description
Total Workload: 0

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

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
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
Indicative Reading List

    Other Resources

    Programme or List of Programmes