Module Details

Module Code: MRKT9013
Title: Digital Environment
Long Title: Digital Environment
NFQ Level: Expert
Valid From: Semester 1 - 2015/16 ( September 2015 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: The purpose is to provide students with skills, concepts, frameworks, and experiences that are useful for developing digital marketing strategies for businesses. Students will learn practical skills on how to leverage a company's presence on social media platforms to generate more connections and build relationships with customers in an international business context.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically assess the unique attributes of the international digital marketing environment.
LO2 Critically evaluate the role of the digital channel in a business and marketing strategy.
LO3 Develop and defend coherent and persuasive arguments for the adoption of innovative digital marketing strategies for a range of complex business scenarios.
LO4 Synthesise theory and practice to deliver and manage tactical digital marketing projects.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Introduction to the Digital Marketing Environment
The international digital marketing environment is explored and contrasted with traditional marketing environmental analyses. Integration of digital marketing in wider marketing mix.
Digital Marketing Strategy
The role and application of digital marketing strategy in business and non-profit organisations.
Social Media Marketing
The role of social media marketing in creating engagement with consumers. The use of tools including Facebook,Twitter, LinkedIn etc will be evaluated.
Web site optimisation and analytics
Web editing, search engine optimisation, pay-per-click advertising, web analytics.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Other % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2,3
Assessment Description
Case study/essay on an element of digital marketing environment
Assessment Type Project % of Total Mark 50
Timing Sem End Learning Outcomes 3,4
Assessment Description
Students will participate in groups to produce a digital marketing strategy for a business.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent Learning Non Contact Reading, Case Study Analysis Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent Learning Non Contact Reading, Case Study Analysis Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Michael Tasner. (2015), Marketing in the Moment: The Digital Marketing Guide to Generating More Sales and Reaching Your Customers First, 2nd. Pearson, [ISBN: 0133889815].
  • Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer. (2012), Marketing: Strategy, Implementation and Practice, 5th. Financial Times, [ISBN: 978-0273746102].
Supplementary Book Resources
  • Dave Chaffey. (2015), Digital Business and E-Commerce Management, 6e. Pearson, [ISBN: 9780273786542].
  • Geoff Ramsey. (2011), Digital impact : [electronic book] the two secrets to online marketing success, Ebook. John Wiley & Sons, Inc., Hoboken, N.J., [ISBN: 9781118087756].
  • Breakenridge, Deirdre. (2012), Social media and public relations : eight new practices for the PR professional, FT Press,, [ISBN: 9780132983211].
  • Paul Marsden, Paul Chaney. (2013), The Social Commerce Handbook, McGraw Hill, [ISBN: 9780071802024].
  • Lon Safko. (2010), The social media bible : tactics, tools, and strategies for business success, Wiley, [ISBN: 9780470623978].
  • Dan Zarrella, Alison Zarrella. (2011), The Facebook Marketing Book, [ISBN: 9781449388485].
  • Brian Carter, Justin Levy. (2012), Facebook Marketing: Leveraging Facebook's Features for Your Marketing Campaigns, [ISBN: 9780789741134].
Recommended Article/Paper Resources
  • Vinerean, Simona, Cetina, Iuliana, Dumitrescu, Luigi, Tichindelean, Mihai. (2012), The Effects of Social Media Marketing on Online Consumer Behavior, International Journal of Business & Management, Vol. 8 Issue 14, p.66-79, [ISSN: 1833-3850].
  • Katherine Taken Smith. (2012), Longitudinal study of digital marketing strategies targeting Millennials, Journal of Consumer Marketing,, Vol. 29 Iss: 2, p.86-92, [ISSN: 0736-3761].
  • Truong, Yann, Simmons, Geoff. (2010), Perceived intrusiveness in digital advertising: strategic marketing implications, Journal of Strategic Marketing, Vol. 18 Issue 3, p.239-256, [ISSN: 0965-254X].
  • Yet-Mee Lim, Ching-Seng Yap and Teck-Chai Lau. (2011), The Effectiveness of Online Advertising in Purchase Decision: Liking, Recall and Click,, Australian Journal of Basic and Applied Sciences, 5(9), p.1517-1524, [ISSN: 1991-8178].
Other Resources
  • Website, www.mashable.com.
  • Website, www.techcrunch.com.
  • Website, www.gizmodo.com.
  • Website, www.iaa.ie.
  • Website, www.guardian.com/technology.
  • Website, www.siliconrepublic.com.
  • Website, www.mckinseyquarterly.com/marketing/digi tal marketing.
  • Website, www.forbes.com/technology.
  • Journal, Journal of Digital and Social Media Marketing.
  • Journal, Journal of Direct, Data and Digital Marketing Practice.
  • Journal, Journal of Interactive Marketing.
  • Journal, International Journal of Mobile Marketing.
  • Journal, Journal of Targeting, Measurement & Analysis for Marketing.
  • Journal, Journal of Consumer Marketing.
  • Journal, International Journal of Business & Management.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BIBUS_9 Master of Science in International Business 2 Elective
CR_BINBU_9 Postgraduate Diploma in Science in International Business 2 Elective