Registry
Module Specifications
Archived Version 2014 - 2015
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Description This module is designed to introduce students to the principles of marketing in the digital context | |||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Critically analyse emerging platforms in the digital arena 2. Identify the characteristics of web 2.0 and implications for marketing communications. 3. Evaluate the role of digital marketing in the promotional mix 4. Select the appropriate tools for digital communications; 5. Develop appropriate metrics to measure the efficacy of digital media campaigns | |||||||||||||||||||||||||||||||||||||
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 The Digital LandscapeWeb 2.0. The current environment in Ireland, Europe and Internationally. Key and emerging trendsThis is Social MediaThe current social media tool-box (Blogs, Facebook, LinkedIn, Flickr, YouTube, Twitter, FourSquare..) key trends and future directionsWhy it's not just facebookIntegrated camapign management, cross media efficacyBuilding Customer EngagementA strategic view of customer engagement, CRMNow, where did I put that...Strategic SEM and SEO, designing for the next generation of searchEmail and Mobile MarketingPermissison based marketing, email applied. Current mobile techniques, future directionsLegal and Ethical frameworkDevelopment of the legal framework around digital marketing. Rights and responsibilities of the digital marketer | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes |
MMK | MSc in Marketing |
PBSSAO | PG Study Abroad(Business School) |
- See the module specification for MG5115 in 2003 - 2004
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- See the module specification for MG5115 in 2014 - 2015
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