Module Title:Digital Marketing
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: This subject is delivered in a computer lab setting. In the lab demonstrations, practical exercises and project work will take place along with discussion and critical appreciation of web video, social media marketing, SEO/SEM campaigns. Within the lab setting demonstrations and analysis will take place of businesses with successful implementation of multi-channel retailing and the resources and structures that are needed for its operation.
Module Aim: Appreciate the dynamic area of digital marketing and it's place in a customer focused business. Allow students to develop analytical skills that are used to design and implement digital marketing initiatives in the areas of Content Marketing, Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and Social Media.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Work as part of a team to design, develop and implement video content that is optimised for a web-based platform.
LO2 Analyse the relationship between different strategic areas of eBusiness and how they can be implemented in a unified approach across the organisation.
LO3 Act as a search engine optimisation/marketing practitioner to increase traffic to internet content.
LO4 Design, implement and assess a social media marketing campaign using recognised analytical metrics of success.
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
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
Video Production and Distribution
• Use a high-level video editing suite to produce a web optimised video in the context of eBusiness. • Distribute the video through a web based video platform. • Optimise the video content using SEO techniques. • Analyse the traffic metrics and assess actions to improve these trends.
eBusiness Multi-Channel Retailing
• Application of revenue models in eBusiness. • Multi-channel retailing and customer focus. • Optimising web for retail conversions. • The evolution of advertising on the web. • Adapting to a multi-platform environment.
SEO & SEM (Search Engine Optimisation & Search Engine Marketing)
• Adapting web content to improve its ranking in search tools and increase its traffic. • Using paid promotion on search tools to drive traffic to content. • B2B strategies in the use of SEO & SEM
Social Media
• Explore and harness features of popular social media platforms. • Techniques in anticipating and leveraging audience behaviour. • Paid promotion using social media platforms. • Risk management for social media o social media policies o ethical considerations towards user data
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Web Video Project: Project involving the design and creation of a suite videos with a digital marketing theme and upload it to a web based platform. Optimise the video for high rankings and traffic on the web. Suggested Rubric Breakdown: Planning 25%, SEO 25%, Innovative Platform Use: 25%, Marketing Message 25%. 1,3 40.00 Week 9
Practical/Skills Evaluation Assignment: Students are given a practical case study of an ebusiness that involves • designing and implementing a social media campaign • improving SEO standing • improving the conversion potential in web sites • analyse and improve in the context of multi-channel retailing. Rubric Breakdown: Set-Up Campaigns 10%, Social Media Marketing 30%, Search Engine Optimisation 30%, Search Engine Marketing/PPC 30% 2,3,4 60.00 n/a
No Project
No Practical
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
Practicals 30 Weeks per Stage 1.50
Independent Learning 30 Weeks per Stage 2.00
Total Hours 105.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 0.75
Independent Learning Time Every Week 1.50
Total Hours 2.25

Module Delivered In

Programme Code Programme Semester Delivery
CW_BWTEM_B BSc (Honours) in Tourism and Event Management 4 Mandatory