Registry

Module Specifications

Archived Version 2020 - 2021

Module Title	Digital Marketing Strategy
Module Code	MG5115
School	DCUBS
Online Module Resources
NFQ level	9	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Mix of lecture and seminars
Group work	26	Preparation of group project
Online activity	20	Online discussion of current topics
Directed learning	40	Preparation of Course Required Materials
Directed learning	20	Examination Preparation
Independent Study	20	Independent Learning
Total Workload: 150

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

The Digital Landscape
Web 2.0. The current environment in Ireland, Europe and Internationally. Key and emerging trends

This is Social Media
The current social media tool-box (Blogs, Facebook, LinkedIn, Flickr, YouTube, Twitter, FourSquare..) key trends and future directions

Why it's not just facebook
Integrated camapign management, cross media efficacy

Building Customer Engagement
A strategic view of customer engagement, CRM

Now, where did I put that...
Strategic SEM and SEO, designing for the next generation of search

Email and Mobile Marketing
Permissison based marketing, email applied. Current mobile techniques, future directions

Legal and Ethical framework
Development of the legal framework around digital marketing. Rights and responsibilities of the digital marketer

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

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

Brian Solis, Ashton Kutcher (Foreword): 2010, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley,, Hoboken, New Jersey, 9780470571095
Erik Qualman,: 2009, Socialnomics, Wiley,, Hoboken, New Jersey, 9780470477236
Seth Godin: 1999, Permission marketing, Simon & Schuster, New York, 0684856360

Other Resources

None

Programme or List of Programmes

MMK	MSc in Marketing

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