Module Details

Module Code: MRKT9021
Title: Digital Advertising& Analytics
Long Title: Digital Advertising & Analytics
NFQ Level: Expert
Valid From: Semester 1 - 2019/20 ( September 2019 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module helps students to utilise digital advertising tools and techniques and to deliver performance growth and management through the strategic use of insights and analytics.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Strategically assess digital advertising concepts, methods and platforms to develop innovative digital advertising campaigns.
LO2 Design a digital advertising campaign for a given website using relevant digital marketing strategies.
LO3 Appraise the key metrics/most common KPIs to measure digital advertising performance.
LO4 Conduct strategic analysis of digital campaigns using analytics tools.
LO5 Evaluate options to improve digital advertising performance and maximise return on advertising investment.
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
Digital Advertising Communications Tools
Selecting the right mix of digital advertising communications tools
Digital Advertising Campaign Creation
Deep dive into creating, managing and optimizing digital advertising campaigns.
Web Analytics
The principles of digital analytics. The importance of analytics in evaluating digital marketing performance and identifying areas for improvement.
Digital Analysis Techniques
Goal setting and tracking for digital advertising. Collecting and interpreting actionable data to drive insights and reach digital marketing decisions.
Optimising Digital Advertising Performance
Using data to refine and optimise digital advertising campaigns.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 40
Timing Week 8 Learning Outcomes 3,4
Assessment Description
Written report on digital advertising, metrics for success and gathering insights.
Assessment Type Project % of Total Mark 60
Timing Sem End Learning Outcomes 1,2,3,4,5
Assessment Description
Project on formulating a digital advertising strategy and designing digital advertising campaigns for a given 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 lecture Every Week 1.00 1
Lab Contact Lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Self-directed study Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 1.00 1
Lab Contact Lab based instruction Every Week 1.00 1
Independent Learning Non Contact Reading, lab/theory based project work 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
  • Faris Yakob. (2015), Paid Attention: Innovative Advertising for a Digital World, 1st. Kogan Page, London, [ISBN: 0749473606].
  • Gary Angel. (2015), Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st. Pearson FT Press, [ISBN: 978-013419508].
Supplementary Book Resources
  • Harry J. Gold. (2015), The Digital Advertising Guide, 2nd. Overdrive Marketing Communications, [ISBN: 0578138220].
Supplementary Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 2 Mandatory