Module Details

Module Code: MRKT7021
Title: Digital Marketing Strategy
Long Title: Digital Marketing Strategy
NFQ Level: Intermediate
Valid From: Semester 1 - 2019/20 ( September 2019 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: This module looks at the digital marketing environment and at digital strategy formulation. Students will gain the skills to understand the digital consumer, evaluate the contribution of digital marketing to a company’s success and to identify future growth opportunities using digital marketing strategies.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse how the digital marketing environment and strategies have evolved.
LO2 Formulate strategies to understand and engage the digital consumer.
LO3 Evaluate the relationship between various media and their impact on digital marketing strategy.
LO4 Create a digital marketing plan incorporating effective digital strategies.
LO5 Explain how digital innovations are influencing advertising and 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
The Evolution of Digital
How digital marketing has evolved and how the marketer's role has adapted accordingly.
Digital Marketing Strategies
Digital marketing decisions and strategies including digital advertising, social media marketing and organic search strategies.
The Digital Consumer
Understanding and engaging the empowered digital consumer.
The Convergence of Media
The relationship between online and offline media and their impact on digital marketing strategy.
Digital Marketing Planning
Creating comprehensive digital marketing plans and defining measurements for success.
Innovation in Digital Marketing
How advertising and marketing strategies are being shaped by innovations in the digital space.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 8 Learning Outcomes 2,3,4
Assessment Description
Project on digital marketing strategy with presentation
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,3,5
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 lectures Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Case studies, industry reports 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
Independent & Directed Learning (Non-contact) Non Contact Case studies, industry reports Every Week 5.00 5
Lecture Contact Class based lectures Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick. (2016), Digital Marketing, 6th. Pearson, Essex, UK, [ISBN: 1292077611].
Supplementary Book Resources
  • Professor Christopher Bones, James Hammersley. (2015), Leading Digital Strategy: Driving Business Growth Through Effective E-commerce, 1st. Kogan Page, London, UK, [ISBN: 0749473096].
  • Eric Greenberg, Alexander Kates. (2013), Strategic Digital Marketing, 1st. McGraw-Hill Education, [ISBN: 0071819509].
  • Damian Ryan, Calvin Jones. (2012), Understanding digital marketing, London; Kogan Page, [ISBN: 0749471026].
  • Michael Miller. (2012), B2B Digital Marketing: Using the Web to Market Directly to Businesses, Pearson, UK, [ISBN: 9780789148874].
Supplementary Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory
CR_BMKTG_7 Bachelor of Business in Marketing 5 Mandatory