Module Title:Digital Marketing
Language of Instruction:English
Credits: 10
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Learners will be exposed to theory and practice of digital marketing through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (web resources, case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Learners will be encouraged to self-reflect Computer Laboratories – instruction classes will take place in computer labs to facilitate digital marketing practice
Module Aim: The aim of the course is to introduce the learner to the dynamics and challenges of the principles practices of digital marketing. It aims to equip the learner with the practical and theoretical strategy of digital marketing.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 To identify and explore the principles and practices of digital marketing strategy
LO2 To analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationship managment
LO3 To analyse social media marketing it’s benefits, growth and evolution
LO4 To appreciate best practice in search engine marketing and search engine optimisation and content solutions
LO5 To create, plan, execute and critically evaluate a digital marketing campaign and explore it’s relationship with other Marketing Communication tools
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
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.
No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Digital Marketing Strategy and planning
Introduction to digital marketing lansdcape; The digital marketing plan
The Digital Customer
The online customer journey; Digital Customer research; Digital customer personas; E-Customer Relationship Management
Social Media Marketing
Introduction to the social media marketing; Social media channels; Social Media Advertising; Social content strategy; Social listening and online reputation management Social media management systems
Digital Marketing Tools
Search Engine Marketing - PPC, Online advertising, keyword management Search Engine Optimisation; Mobile Marketing; Email Marketing; Location Based Technologies; Inbound vs Outbound Content Strategy Content Managment Systems
Data Analytics
Understanding Data; Google Analytics; Social Media Analytics; Setting KPIs
Social and Ethical Issues in Digital Marketing
Ethics, social and legal issues. intellectual property and data protection in digital communications
Assessment Breakdown%
Continuous Assessment30.00%
Project60.00%
Practical10.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Learners will be required to analyse a case study of a successful digital strategy 1,2 30.00 Sem 1 End
Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project where learners will be required to develop an digital marketing plan for a charity/micro enterprise/club. Learners will be required to reflect on their learning 1,2,3,4,5 60.00 Sem 2 End
Practical
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Learners will be required to create and maintain a blog 4 10.00 Week 7
No End of Module Formal Examination
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Learners will be required to analyse a case study of a successful digital strategy 1,2 30.00 n/a
Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project where learners will be required to develop a digital marketing plan for a charity/micro enterprise/ club. Learners will be required to refelect on their learning 1,2,3,4,5 60.00 n/a
Practical
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Leqarners will be r3equired to create and maintain a blog 4 10.00 n/a
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 30 Weeks per Stage 1.00
Practicals 30 Weeks per Stage 2.00
Total Hours 90.00
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 4 Elective