MRKT8003 - Digital Marketing Management

Module Details

Module Code: MRKT8003
Title: Digital Marketing Management
Long Title: Digital Marketing Management
NFQ Level: Advanced
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: Digital marketing engages customers personally across channels and devices. This module will enable the student to the analyse, create and curate content across a range of digital platforms utilising a structured marketing methodology.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the use of various digital platforms such as B2C and B2B social networking apps, websites and email to create, modify, share and create engagement with consumers through brand messaging content.
LO2 Manage the creation and curation of accounts on social media and email platforms.
LO3 Create image and video content using design websites & apps.
LO4 Develop a digital marketing strategy that would be appropriate for a new product or brand within an Irish or international context.
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 Platforms
Using social media applications such as Facebook, Instagram, Twitter, LinkedIn and Mailchimp for email marketing etc.
Creative Design
Creating content using design websites such as Canva, WeVideo and Microsoft Photo plus Facebook and Instagram built-in posting features.
Digital Marketing Strategy
Planning and implementation of a digital marketing strategy using SOSTAC methodology.
Digital Marketing Presentation Skills
Presenting a digital marketing plan showing the use of social media platforms and design tools.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Other % of Total Mark 50
Timing Week 9 Learning Outcomes 1,2,3
Assessment Description
Creating Social Media Content
Assessment Type Project % of Total Mark 50
Timing Week 13 Learning Outcomes 1,3,4
Assessment Description
Digital Marketing Project Using SOSTAC
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 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent and Directed 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, Fiona Ellis-Chadwick. (2019), Digital Marketing, 7th. Pearson, Essex, UK, [ISBN: 9781292241623].
Supplementary Book Resources
  • Tracy L. Tuten & Michael R.Solomon. (2018), Social media marketing, 3rd. Thousand Oaks; Sage Publications, [ISBN: 9781526423870].
  • Damian Ryan. (2020), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 5th. Kogan Page, London, [ISBN: 9781789666014].
Recommended Article/Paper Resources
  • Chanavat and Desbordes. (2014), Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012., : International Journal of Sports Marketing & Sponsorship, Apr2014, Vol. 15 Issue 3, p151-160. 10p., [ISSN: 1464-6668].
  • Kietzmann, J. and Canhoto, A.. (2013), Bittersweet! Understanding and Managing Electronic Word of Mouth, Journal of Public Affairs, May 2013, Vol. 13 Issue 2, p146-159,
    http://doi:10.1002/pa.1470
  • Botha and Reyneke. (2013), To share or not to share: the role of content and emotion in viral marketing., Journal of Public Affairs, May2013, Vol. 13 Issue 2, p160-171. 12p..
  • Akar and Topcu. (2011), An Examination of the Factors Influencing Consumers’ Attitudes Toward Social Media Marketing, Journal of Internet Commerce, 10:35–67, [ISSN: 1533-2861].
Other Resources