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 Assessment
30.00%
End of Module Formal Examination
70.00%
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
SETU Carlow Campus reserves the right to alter the nature and timings of assessment