Module Details

Module Code: MRKT6022
Title: Digital Marketing & Analytics
Long Title: Digital Marketing & Analytics
NFQ Level: Fundamental
Valid From: Semester 2 - 2021/22 ( January 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: This module will provide students with an introduction to digital marketing principles and practice. They will also develop a competency in assessing and formulating SEO plans for websites, along with developing practical web analytics skills.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Describe the digital marketing environment and how marketers are reaching consumers on digital platforms.
LO2 Create social media content using contemporary social media marketing techniques.
LO3 Outline the role of Search Engine Optimization, including tools and strategies for best practice.
LO4 Explore key web analytics concepts to measure digital performance.
LO5 Apply strategies to interpret web analytics data and to interpret the customer journey.
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
Introduction to Digital Marketing
The role of digital in the marketing environment. The relationship between online and offline advertising. Targeting the digital consumer. Successful digital marketing campaigns.
Social Media Marketing
Contemporary social media marketing techniques. Social marketing content creation in lab based classes. Data gathered by social media platforms.
Search Engine Optimization
The fundamentals of SEO and its role in driving relevant traffic to a website. Leveraging SEO tools and strategies to increase page rank and traffic.
Web Analytics
The principles of digital analytics. The importance of analytics in evaluating digital marketing performance and identifying areas for improvement.
Interpreting Web Analytics
Digital analysis techniques. Collecting and interpreting actionable data to drive insights, understand the customer journey and reach digital marketing decisions.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2
Assessment Description
Project assessing digital marketing and social media knowledge, typically using a digital communication platform in the form of a webinar. Brief given in week 3.
Assessment Type Multiple Choice Questions % of Total Mark 25
Timing Week 11 Learning Outcomes 3
Assessment Description
Multiple choice questions on Search Engine Optimization
Assessment Type Multiple Choice Questions % of Total Mark 25
Timing Week 13 Learning Outcomes 4,5
Assessment Description
Multiple Choice Questions on web analytics principles and techniques
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 Lectures on the theory and concepts of digital marketing, SEO and web analytics Every Week 2.00 2
Lab Contact Labs covering practical digital marketing and web analytics applications Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent study to meet learning outcomes of module 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 Lectures on the theory and concepts of digital marketing, SEO and web analytics Every Week 1.00 1
Lab Contact Labs covering practical digital marketing and web analytics applications Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent study to meet learning outcomes of module 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
  • Gary Angel. (2015), Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st. Pearson FT Press, [ISBN: 978-013419508].
  • Dave Chaffey, Fiona Ellis-Chadwick. (2016), Digital Marketing, 6th. Pearson, [ISBN: 1292077611].
Supplementary Book Resources
  • Ira Kaufman, Chris Horton. (2014), Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students, 1st. Routledge, [ISBN: 9780415716758].
  • Tracy L. Tuten & Michael R.Solomon.. (2015), Social media marketing, 2nd. Thousand Oaks; Sage Publications, [ISBN: 9781473913004].
  • John Head. (2015), Pro WordPress Marketing and Search Engine Optimization, Apress, [ISBN: 9781430268000].
  • Adam Clarke. (2016), Search engine optimization 2017: Learn SEO with smart internet marketing strategies, 1st. CreateSpace Independent Publishing, [ISBN: 9781539151142].
Recommended Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBISY_8 Bachelor of Business (Honours) in Information Systems 4 Mandatory
CR_EABMT_8 Bachelor of Science (Hons) in Automotive Business Management and Technology 2 Elective