Module Title:Digital Marketing
Language of Instruction:English
Credits: 5
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 and practices of digital marketing.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 To identify and critically evaluate the principles and practices of digital marketing and the evolving digital environment.
LO2 To analyse the impact digital technologies have on consumer behaviour; consumer search, customer relationship managment and building customer insights
LO3 Create and curate content marketing and appreciate social media and blogging platforms
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
Introduction to Digital Marketing
Digital marketing and the digital marketing landscape. The relationship between online and offline marketing communications and their impact on digital marketing strategy.
The Digital Consumer
Understanding and targeting today's digital consumer. Mapping the online consumer journey. Digital Customer research.
Social Media Marketing
Social media marketing; Social media channels; Social Advertising and Insights; Social content strategy; Social listening and online reputation management Social media management systems
Blog authoring. Creating and curating social media content using blogging technologies.
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Learners will be required to write a report on the digital marketing landscape. 1,2 50.00 Week 7
Practical/Skills Evaluation Create and curate a blog 1,3 50.00 Sem 1 End
No Project
No Practical
No End of Module Formal Examination

SETU Carlow Campus reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.00
Laboratory Every Week 2.00
Estimated Learner Hours Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 0.50
Lecture Every Week 1.00
Estimated Learner Hours Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_BHCPR_B Bachelor of Arts (Honours) Public Relations and Media 7 Mandatory