Module Title:Digital Marketing Planning
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 2 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: This aim of this module is to develop learners knowledge in digital marketing to enable them to formulate a digital marketing campaign strategy to communicate value to customers.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 To use frameworks for digital marketing planning and to critically evaluate and audit digital marketing strategies across industries
LO2 To appreciate best practice in search and content solutions
LO3 To create a digital marketing plan incorporating effective digital strategies.
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
Digital Marketing Planning
Digital marketing decisions and strategies, Introduction to digital marketing campaign strategy, Situation Analysis (SWOT, Internal & External), Setting Communication Objectives, Defining Key Public's , Selecting Tactics and Media, Strategic Timing, Campaign Results & Evaluation, Developing a strategy utilizing the SOSTAC model
Search Theory, Search Engine Marketing, Search Engine Optimization, Pay Per Click advertising, Email marketing, Affiliate Marketing
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%
No Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will be required to develop and present a digital marketing plan. There will be an interim deliverable of a situation analysis and digital audit of the company in week 7. Learners will be required to reflect on their learning 1,2,3 100.00 Sem 2 End
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
Independent Learning Time Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 0.50
Laboratory Every Week 1.00
Independent Learning Time 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 8 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 8 Mandatory