Module Details

Module Code: MRKT7024
Title: Digital Business
Long Title: Digital Business
NFQ Level: Intermediate
Valid From: Semester 2 - 2020/21 ( January 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: Digital Business looks at the transformation of key business processes through the use of digital technologies. It explores how the consumer purchase path has moved online and the need to engage customers across multiple social channels and devices using eCommerce. This module will enable the student to create an eCommerce platform on social media and curate content using design tools with the objective of generating sales for a new product or brand.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the use of digital platforms such as B2C and B2B social networking apps, websites and email to create, modify, share and generate eCommerce sales through interactive brand content.
LO2 Create an eCommerce facility on selected social media platforms. This will include the required planning, design and implementation of product content that shows an understanding of the customer journey within an eCommerce business.
LO3 Manage the creation and curation of content using design tools, as well as features within the selected social media platforms that will ensure a thorough grounding in design and relationship to the consumer purchasing path.
LO4 Develop a digital marketing strategy for an eCommerce business that would be appropriate for a new product or brand.
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 Marketing & eCommerce
Setting up an eCommerce facility on a social media platform such as; Facebook, Instagram, Twitter, LinkedIn or Pinterest. This will include the technical implementation of an eCommerce platform, understanding of the analytics within the chosen platform and the appropriate layout and design that will align the platform of choice with the overall business strategy.
Creative Design
Design of product images and video using software tools such as Canva, WeVideo and Microsoft Photo plus Facebook and Instagram built-in posting features. This will involve alignment of design with the technical requirements of the eCommerce platform and the target audience.
Digital Marketing Strategy
Planning and implementation of an eCommerce digital marketing strategy using SOSTAC methodology and the inclusion of analytics and measurement KPIs for each platform. The process will provide a clear understanding of the importance of aligning the business strategy with the digital marketing plan to meet agreed SMART objectives.
Digital Marketing Presentation Skills
Presenting an eCommerce digital marketing plan showing how the project used social media platforms, design tools and an eCommerce platform to deliver on a clear digital business strategy.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 9 Learning Outcomes 1,2,3
Assessment Description
Create an eCommerce facility within students' social media pages and generate digital content that will engage the target audience.
Assessment Type Project % of Total Mark 50
Timing Week 13 Learning Outcomes 1,3,4
Assessment Description
Create a Digital Marketing plan Using SOSTAC for an eCommerce 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 instruction Every Week 1.00 1
Lab Contact Computer Lab based instruction Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent Student Learning 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 1.00 1
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent and Directed Learning 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
  • Dave Chaffey, Tanya Hemphill & David Edmundson-Bird. (2019), Digital Business and E-Commerce Management, 7th. Pearson, [ISBN: 0273683780].
  • Dave Chaffey, Fiona Ellis-Chadwick. (2016), Digital Marketing, 6th. Pearson Essex, UK, [ISBN: 1292077611].
  • Efraim Turban; Jon Outland, David King, Jae Kyu Lee, Ting-Peng Liang & Deborrah C. Turban. (2018), Electronic Commerce, 9th. Springer International Publishing, p.636, [ISBN: 978-3-319-587].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 4 Elective