Module Details

Module Code: MRKT6014
Title: Digital Context
Long Title: Digital Context
NFQ Level: Fundamental
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: Marketing in the digital world involves identifying needs, communicating benefits and engaging consumers through rich experiences. This module looks at the digital environment and emerging trends, digital marketing principles, how consumers engage with products/services and brands online and the ethical issues involved.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the evolution of digital marketing and the digital environment.
LO2 Describe the digital consumer and the targeting implications for companies.
LO3 Outline the importance of creating a digital marketing strategy.
LO4 Discuss digital marketing trends.
LO5 Describe the importance of ethical considerations for marketers in the digital context.
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
The Evolution of Digital
How digital marketing has evolved. Insight into the main components of a digital marketing campaign.
The Digital Environment
Global internet penetration, online spending habits, consumer buying behaviour and engagement online.
Marketing in a Digital World
Creating a digital marketing strategy and understanding the important elements of a digital marketing campaign.
The Digital Consumer
Understanding and targeting today's digital consumer.
Digital Trends
A look ahead at digital trends and emerging patterns in the industry.
Ethics and Regulations
Ethical issues in digital marketing including online privacy and security and handling sensitive information.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 30
Timing Week 7 Learning Outcomes 1,2,3
Assessment Description
Written report on marketing in the digital context.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 2,3,4,5
Assessment Description
End-Of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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 Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Case studies, reports etc 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
Independent & Directed Learning (Non-contact) Non Contact Case studies, reports etc Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • David Chaffey, Fiona Ellis Chadwick. (2015), Digital Marketing, 6th. Pearson, [ISBN: 978-129207761].
Supplementary Book Resources
  • Ira Kaufman, Chris Horton. (2014), Digital Marketing: Integrating Strategy and Tactics with Values, Routledge, [ISBN: 978-041571675].
  • Damian Ryan.. (2014), Understanding digital marketing, 3rd. London; Kogan Page, [ISBN: 0749471026].
Supplementary Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 2 Mandatory