Module Details

Module Code: MRKT8008
Title: Strategy for Digital Marketing
Long Title: Strategy for Digital Marketing
NFQ Level: Advanced
Valid From: Semester 2 - 2016/17 ( January 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: This module will allow the student, with guidance, to develop an outline digital marketing strategy for an organisation. Material covered includes environmental analysis, objective identification, operational planning with emphasis on resource constraints and KPIs. Participants will focus on the strategic challenges of "always-on" engagement as a key component of the shift to digitized businesses.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Conduct situational analysis and market research.
LO2 Profile and benchmark competitors using the marketing output of a company as a comparative.
LO3 Formulate and analyse key metrics and analytics to measure digital marketing effectiveness from a strategic perspective.
LO4 Compose action plans that support the implementation of successful digital marketing strategies.
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
Environmental Analysis
Baseline analysis of existing traditional and digital marketing activities. Competitive Audit. Understanding of resource constraints.
Campaign Objectives Identification
Objectives, Goals and Strategies
Operational Planning And Tactics
Action plan for the use of appropriate tools which might include Website redesign, pay-per-click and display advertising, search engine optimisation and social media planning. Setting the budget and giving due consideration to other resource constraints.
KPIs & Metrics
Return on Investment, Conversion and other KPIs that reflect Objectives and Goals.
Legal Framework & Ethics
EU laws on data privacy and cookies. Hacking and ways of keeping data safe. Ethical frameworks for online activity.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 80
Timing Sem End Learning Outcomes 1,2,3,4
Assessment Description
Group project - students will devise a digital strategy for a real-world company. Assessment is presented as a presentation and a written report.
Assessment Type Written Report % of Total Mark 10
Timing Sem End Learning Outcomes 1,2,3,4
Assessment Description
Report on group interaction and work. This will be assessed by Peer Assessment.
Assessment Type Reflective Journal % of Total Mark 10
Timing Sem End Learning Outcomes 1,2,3,4
Assessment Description
One short piece of content, published on a public platform (example: LinkedIn) that reflects some of the student's learning from the course.
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 No Description Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact No Description 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 No Description Every Week 1.50 1.5
Independent & Directed Learning (Non-contact) Non Contact No Description Every Week 5.50 5.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer,. (2012), Digital Marketing, [ISBN: 9780273746102].
  • Damian Ryan, Calvin Jones,. (2012), Understanding Digital Marketing, [ISBN: 9780749464271].
  • Marian Burk Wood. (2013), Essential Guide to Marketing Planning, [ISBN: 0273773631].
Supplementary Book Resources
  • A.C. BURNS,. Marketing Research, [ISBN: 9780137135998].
  • Vipin Mayar, Geoff Ramsey,. (2011), Digital Impact, [ISBN: 9780470905722].
This module does not have any article/paper resources
Other Resources
  • Journal, Journal of Marketing.
  • Journal, Journal of Targeting, Measurement & Analysis for Marketing.
  • Journal, Journal of Digital and Social Media Marketing.
  • Journal, Journal of Social Media.
  • Journal, Journal of Direct, Data and Digital Marketing Practice.
  • Journal, Journal of Marketing Research.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMRK_8 Certificate in Digital Marketing 1 Mandatory
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 1 Mandatory