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
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
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
Blogging
Blog authoring. Creating and curating social media content using blogging technologies.
Assessment Breakdown
%
Continuous Assessment
100.00%
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