Module Details

Module Code: MRKT9019
Title: The Digital Message
Long Title: The Digital Message
NFQ Level: Expert
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: Whilst many of the principles of marketing have remained constant over the years, the range of media that companies use to communicate their message to their customers has increased dramatically. The tools used, the roles within organisations & agencies and even the relationship between company and customer are evolving rapidly. This module aims to provide a grounding in the tools, techniques, tactics and strategies used by digital marketers to reach and communicate with their target audiences.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critique how marketing has developed over the last 10 years, and how digital marketing and traditional marketing work together.
LO2 Critically evaluate the trends that are impacting digital marketing or are likely to have a mainstream impact in the future.
LO3 Develop and apply knowledge of how to use various common digital media tools (e.g. for blogging and developing a professional profile).
LO4 Apply appropriate tools and techniques to build a personal brand and professional profile and demonstrate hands-on usage of such tools.
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
Overview of the digital marketing environment
Marketing 1.0 to Marketing 3.0. Paid, owned and earned media. Device ownership and digital media consumption. The shift in power from supplier to consumer.
Telling a story
Developing engaging and compelling content. Use of video and Youtube.
Social Media
Overview of major networks. Understanding typical demographics and strengths / weaknesses of each network. Understanding your audience. Paid advertising and targeting options. Developing a social media acquisition strategy for a small business.
Acquiring Web Traffic through SEO
Social vs Google vs Email/SMS - what works and when. Organic traffic through SEO. Principles of keyword research. Applying SEO techniques to existing content.
Traditional Media Entering The Digital World
Online Press Releases. Shift in ad budgets from Paid Ads and PR to digital ads, SEO and content marketing. Click bait and earning 'traditional media'. The rise of blogging and celebrity endorsements. Traditional media's models for monetising content.
Acquiring Web Traffic through PPC
Understanding the range of paid digital advertising options across different media. Basic principles of a PPC campaign.
Use of a CMS
Understanding the role of a CMS to manage a website. Hands-on development of a personal blog using a common CMS tool (WordPress, Weebly, Blogger, SquareSpace etc..)
Developing an Online Personal Profile
Understanding the role of social networks in recruitment. Developing a professional profile online. Promoting yourself and your own content through multiple different media.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Practical/Skills Evaluation % of Total Mark 25
Timing Week 4 Learning Outcomes 3,4
Assessment Description
Students will develop a website 'blog', and in doing so will demonstrate an understanding of 'best practice' when publishing content online. The blog will be used as a platform for remaining assignments for this module.
Assessment Type Project % of Total Mark 60
Timing Week 11 Learning Outcomes 1,2,3
Assessment Description
Blog Developmnent incorporating 4 posts that reflect analysis and evaluative ability. Topics example - Create a social media campaign for an SME and report on benefits, opportunities and likely ROI
Assessment Type Practical/Skills Evaluation % of Total Mark 15
Timing Sem End Learning Outcomes 2,3,4
Assessment Description
Use social media and/or other relevant digital tools to develop a personal profile and publicise thoughts on markerting in a digital age.
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 lecture Every Second Week 1.00 2
Lab Contact Lab-based instruction Every Second Week 1.00 2
Independent & Directed Learning (Non-contact) Non Contact Lab and theory-based project work Every Week 5.00 5
Total Hours 9.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
This module has no Part Time workload.
 
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, 2. Pearson, [ISBN: 0133889815].
  • Tracy Tuten, Michael Solomon. (2012), Social Media Marketing, Pearson, [ISBN: 9780132551793].
Supplementary Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer. (2012), Digital Marketing: Strategy, Implementation and Practice, 5. Financial Times/ Prentice Hall, [ISBN: 978-027374610].
This module does not have any article/paper resources
Other Resources