Module Details

Module Code: MGMT8030
Title: Digital Marketing & Comms
Long Title: Digital Marketing & Communication
NFQ Level: Advanced
Valid From: Semester 1 - 2024/25 ( September 2024 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
Module Description: Marketing is about understanding and meeting customer needs in a sustainable manner. Digital Marketing & Communications refers marketing products or services online or via mobile technology.
This module will help students engage in digital marketing and communication , understand how to use artificial intelligence (AI) to interact with customers, build communities, and maximise efficiency and effectiveness in a time of marketing evolution.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the role of marketing in sustainable product development, to promote sustainable consumption and communicate key messages to change consumer mindsets.
LO2 Critically appraise the use of artificial intelligence (AI), augmented Reality (AR) and Virtual Reality (VR) in the current marketing environment.
LO3 Critically evaluate each of the digital marketing mix elements.
LO4 Formulate a digital marketing strategy with respect to corporate social responsibility, sustainability and all stakeholders.
LO5 Develop knowledge of the tools and techniques in modern digital marketing incorporating ethical marketing, digital privacy, metrics and analytics.
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.
MGMT 7022 Web Applications, Introduction to Marketing
 
Indicative Content
Strategic Digital Marketing & Planning
Mission, environment, priorities, objectives, obstacles, strategies.
The Technology behind Strategic Digital Marketing
The Internet, world wide web, networks & Security.
Building Your Channel
Search engine optimisation, web site archicture, tagging, link building, UGC, mobile applications, payment systems and implementing an effective search strategy.
Search
The Marketers Holy Grail. Search engines, mobile search, ranking, organic results V's Paid.
Mobile Marketing
The mobile marketing mix, channels and devices.
Strategic Digital Marketing Tools
Web 2.0 applications, social media (Twitter, Facebook, blogging, podcasting etc), social networking, email marketing, PPC, banner ads.
Strategic Digital Marketing Metrics
Web Site Analytics, defining goals, conversion rates and attribution.
Digital Marketing Practice
Practical labs incorporating; web design, online marketing, social media and web site analytics. Web 2.0 Applications.
Online Public Relations
Reputation management (ORM), brand building, positioning, social media integration.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Multiple Choice Questions % of Total Mark 25
Timing Week 6 Learning Outcomes 1,2,3
Assessment Description
MCQ
Assessment Type Project % of Total Mark 50
Timing Week 11 Learning Outcomes 1,2,3,4,5
Assessment Description
Team based project / live case study or case study.
Assessment Type Short Answer Questions % of Total Mark 25
Timing Week 12 Learning Outcomes 1,2,3,4,5
Assessment Description
Canvas Quiz, SAQ & MCQ
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 Lecture Every Week 2.00 2
Lab Contact Computer Lab Every Week 1.00 1
Independent Learning Non Contact Self directed study 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 Theory Lecture Every Week 1.00 1
Lab Contact Practical lab Every Week 1.00 1
Independent Learning 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
 
Module Resources
Recommended Book Resources
  • Hanlon Annmarie / Sage. (2022), Digital Marketing - Strategic Planning & Integration, Second. 12, Sage, Ireland, p.454, [ISBN: 97815297428001529742803].
  • Dave Chaffey,Fiona Ellis-Chadwick. (2022), Digital Marketing - Strategy Implementation & Practice, Eight. 12, Pearson Higher Ed, London, p.562, [ISBN: 9781292400990].
Supplementary Book Resources
  • Damian Ryan. (2021), Understanding Digital Marketing, Fifth. 12, Kogan Page Publishers, p.426, [ISBN: 9781789666021].
Supplementary Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBTCM_8 Bachelor of Business (Honours) in Business Technology and Communications 2 Mandatory