Module Title:Digital Marketing
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In No Programmes
Teaching & Learning Strategies: A combination of lectures, case-studies and presentations.
Module Aim: Students will be equipped with social research tools to identify, target and reach specific online audiences, as well as create and implement digital marketing campaigns.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Demonstrate the tools, techniques and methodologies necessary to conduct social research
LO2 Illustrate an in-depth understanding of platform selection, content formats, scheduling and competitor analysis
LO3 Analyse the evolving role of paid digital campaigns
LO4 Demonstrate the ability to plan, execute, measure, and optimise a social media cross platform campaign
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
1. Social Research. 2. Content Marketing. 3. Content Outreach. 4. Create and manage ads and ad accounts on all major platforms. 5. Campaign Strategy and Analysis. 6. Competitor Analysis. 7. Analytics.
Assessment Breakdown%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Presentation Demonstrate the use of digital media research techniques and tools to identify and understand your audience. 1,2,3,4 10.00 n/a
Case Studies Strategic analysis of competitor's digital marketing campaign 1,2,3,4 30.00 n/a
Project Plan, execute, measure, and optimise a digital marketing campaign 1,2,3,4 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
Lab/Lecture Every Week 3.00
Independent Learning Every Week 2.00
Total Hours 5.00