Module Title:Introduction to Digital Marketing
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In 4 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, 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. Computer Laboratories – instruction classes will take place in computer labs to facilitate an appreciation of digital marketing tools and landscape
Module Aim: The module aims to provide the student with an introduction to digital marketing principles and practice. It will explore it's evolution the current landscape and it's integration with traditional marketing
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 To identify and evaluate the principles and practices of digital marketing planning
LO2 Analyse the Digital Marketing Landscape
LO3 Describe the digital consumer and the targeting implications for companies
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
Marketing in a Digital Era
The Evolution of Marketing in a Digital Era.
The Digital Marketing Plan
The SOSTAC Model for digital planning Preparing a digital audit
Search Marketing
Introduction to search engine optimisation and search engine marketing
The Digital Consumer
Understanding and targeting today's digital consumer.
The Digital Environment
The Digital Marketing Landscape digital trends and emerging technologies
Assessment Breakdown%
Continuous Assessment30.00%
End of Module Formal Examination70.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Conduct a digital audit using digital audit tools on a company and prepare a report 1,2 30.00 Week 7
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End of term examination 1,2,3 70.00 End-of-Semester

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 Every Week 1.00
Laboratory Every Week 2.00
Independent Learning 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 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 1 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 1 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 1 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 1 Mandatory