Module Code: H6MDI
Long Title Marketing in the Digital Age
Title Marketing in the Digital Age
Module Level: LEVEL 6
EQF Level: 5
EHEA Level: Short Cycle
Credits: 10
Module Coordinator: MICHELE KEHOE
Module Author: MICHAEL BANE
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a fundamental understanding of contemporary marketing thought and practice both online & offline.
LO2 Identify and discuss rudimentary marketing theories, models and concepts, as well as apply same to a range of current business issues
LO3 Demonstrate competency in problem solving, fundamental market research, developing elementary marketing plans, interpersonal communication and teamwork skills.
LO4 Illustrate their interpersonal, written and presentation skills through a combination of group work and class presentations.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
INTRODUCTION TO MARKETING
• Understanding markets • Types of Markets • The Marketing Philosophy • The Marketing Mix
STRATEGIC MARKETING PLANNING
• Strategic Planning – Macro & Micro Frameworks • Models to Evaluate Business • Porters Value Chain Analysis • The Rise of Artificial Intelligence
THE RISE OF THE INTERNET, SOCIAL MEDIA & FAKE NEWS
• Internet and Social Media Platforms • News Consumption, Fake News, Conspiracy Theories • Digital Marketing Effects
INVESTING IN BUSINESS, IPOS, VALUE CHAIN ANALYSIS
• Investing in Businesses • IPOS, Unicorn Start-ups, M&A Activity, Industry Consolidation • The IDA Ireland
THE CONSUMER, THE INDIVIDUAL & COMPETITOR ANALYSIS
• Marketing to Generations • Customer Perception and Brand Recognition • Cognition and How We Learn • The Impact of Sleep
STRATEGIES TO CREATE SUSTAINABLE COMPETITIVE ADVANTAGES
• Red & Blue Ocean Frameworks & Strategies • Porters Generic Strategies in a Competitive Market • The Art of War – Strategies for Leaders & Followers • Marketing Myopia
SEGMENTATION, TARGETING & POSITIONING PRINCIPLES – DATA BREACHES & NEWS
• STP determining Market Attractiveness • Devising & Implementing Targeting Strategy Approaches for Competitive Positioning • Rise of Fake News, Cyber Crime, Data Breaches
PRICING STRATEGIES AND DESIGN
• How to Value Firms • Portfolios and Asset Allocation • Raymond Lowey and the MAYA Framework • Pricing Perception and Strategies
TYPES OF DIGITAL MARKETING
• B2B and B2C Marketing • Digital Marketing Types • Trends in Digital Marketing
CRYPTOCURRENCIES
• The History of Money • The Rise of Blockchain Technology • The Future of Money
Assessment Breakdown%
Coursework60.00%
End of Module Assessment40.00%

Assessments

Full Time

Coursework
Assessment Type: Project (0050) % of total: 40
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
The continuous assessment will consist of a project where participants are required, either in a group or individually, to critically evaluate a company or brand. This will include a comprehensive audit report, a critique on the business model, the use of a survey to approve/reject hypotheses, use and implementation of models introduced in the course material as well as a comprehensive review of any disruptive innovation engaged in by the competition. The group will be required to present their work either in class or via video presentation.
Assessment Type: Continuous Assessment % of total: 20
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
Learners will complete 2 short individual essay based CAs – one per semester – that will focus on module content, underlying theory and application.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 40
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
End-of-Semester Final Examination will feature five questions reflecting the scope of the syllabus and required academic level. Typically this will be an open book exam with students expected to pre-prep material All material on the syllabus, which has been covered in lectures and tutorials, is in scope.
No Workplace Assessment
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Candidates will attempt the repeat examination for the module if they do not successfully pass the module. As all learning outcomes are assessable through the repeat examination, the student does not have to re-sit failed individual CA components. 

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 46 Per Semester 3.83
Independent Learning Independent learning 202 Per Semester 16.83
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Total Weekly Contact Hours 4.83
 

Module Resources

Recommended Book Resources
  • Fahy, J., Jobber, D.. (2022), Foundations of Marketing, McGraw Hill.
  • Charlesworth, A.. (2021), Digital Marketing: A Practical Approach, Routledge.
  • Kotler P., Kelly, K.L., Brady, M., Goodman, M. & Hansen, T. (2019), Marketing Management, 4th European Edition. Prentice Hall.
Supplementary Book Resources
  • Kotler P., Armstrong, G.. (2018), Principles of Marketing, Pearson.
  • Solomon, M.. (2019), Consumer Behaviour: A European Perspective, Pearson.
This module does not have any article/paper resources
Other Resources
Discussion Note: