| Module Code: |
H7DGM |
|
Long Title
|
Digital Marketing
|
|
Title
|
Digital Marketing
|
| Module Level: |
LEVEL 7 |
| EQF Level: |
6 |
| EHEA Level: |
First Cycle |
| 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 |
Develop an insightful appreciation of key digital developments, their scope and impact on contemporary marketing functions. |
| LO2 |
Critically assess the key business formats delivered by the digital economy and consequent strategic models and options available for marketers. |
| LO3 |
Collate and analyse the key criteria required for formulating an effective digital marketing plan, devising appropriate digital strategies and communications in a multi-channel environment via contemporary case studies and/or live projects. |
| LO4 |
Critically evaluate best practice in relation to, value propositions, SEO (Search Engine Optization), Adwords and online communications within web design, copy writing and content development through personal account creation, development and management. |
| 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).
|
| 69729 |
H7DGM |
Digital Marketing |
Co-requisite Modules
|
| No Co-requisite modules listed |
Module Content & Assessment
| Indicative Content |
|
Principles and Drivers of the New Marketing Environment
• The Evolution of the Internet
• Online Environment and the Modern Economy
• Contemporary Issues and Challenges for Marketers
|
|
Strategies and Models for the Virtual Environment
• Business Categories
• Business Models
• Strategy and Options in the 21st Century
|
|
Online Marketing Planning
• Digital Marketing Plans
• Online Planning Conventions
• Budgeting for digital marketing
• Understanding rapid changes in the Digital Age
• Online Marketing Mix
|
|
Online Customer Behaviour
• Online Customer Expectations
• Online B2C Customer Behaviour
• Online B2B Customer Behaviour
|
|
Search Engines & Viral Marketing & Online Market Research
• Brief History of Search Engines
• How Search Engines Work
• Search Engine Optimisation & Adwords
• Revenue Models
• Online Market Research
• Newsgroups, Blogs, Online Forums, Social
• Social Media and Viral marketing
|
|
Permission Marketing & Personalisation
• Evolution of digital CRM
• Building a profitable Databases for CRM
• Permission Marketing
• Personalisation, Privacy and Trust
|
|
Digital Marketing Mix Principles
• Online Product Attributes and Implications
• Branding Dimensions
• Online Pricing Methods, Strategies & Tactics
• Online Communications Mix o Growth of the Digital Promotional Mix o Integrating Multi-Channel Strategies o Social Media and Viral Rules of Promotions
• Online Distribution Models
• Traditional Operations Moving Towards Online
|
|
Online Marketing Legal Issues
• Electronic Information and Confidentiality
• ePayment Systems & Electronic Information Security
• Data Protection and the Regulatory Framework
|
| Assessment Breakdown | % |
|---|
| Coursework | 50.00% |
| End of Module Assessment | 50.00% |
AssessmentsFull Time
| Coursework |
| Assessment Type: |
Formative Assessment |
% of total: |
Non-Marked |
| Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4 |
| Non-Marked: |
Yes |
Assessment Description:
Formative assessment will be provided to students through the use of on-line quizzes and short answer questions. In addition, in class problems and discussions will provide an opportunity for formative learning and student feedback to be provided. Provision of individual feedback will be provided individually outside of lecture time or online through Moodle |
|
| Assessment Type: |
Project |
% of total: |
35 |
| Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4 |
| Non-Marked: |
No |
Assessment Description:
Students will undertake a major strategic audit of real organisation’s Digital Marketing strategy which will focus on enabling students to conceptually link the theory of the subject with practice in a business context. This will usually be undertaken in groups which will also enhance their group working skills. |
|
| Assessment Type: |
Practical (0260) |
% of total: |
15 |
| Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4 |
| Non-Marked: |
No |
Assessment Description:
Practical assessments will include developing sustainable online value propositions, simulations of adwords, SEO techniques, as well as on-line activities such as blogging, viral & social marketing, virtual learning (VLE) environment setting. |
|
| End of Module Assessment |
| Assessment Type: |
Terminal Exam |
% of total: |
50 |
| Assessment Date: |
End-of-Semester |
Outcome addressed: |
1,2,3,4 |
| Non-Marked: |
No |
Assessment Description:
End-of-Semester Final Examination. Students are offered a choice of five questions and must answer three – essay style responses to each question. Students will be marked according to clarity and structure, examples that illustrate points made in their responses, reference to materials covered including class material and other private reading and research in the field. The students must demonstrate ability to analyse, critically evaluation and apply important concepts within the subject of digital marketing. In addition they must demonstrate and support their own opinions on the following topics covered in lectures. |
|
| 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
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.
|
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 |
36 |
Per Semester |
3.00 |
| Tutorial |
Mentoring and small-group tutoring |
12 |
Per Semester |
1.00 |
| Independent Learning |
No Description |
202 |
Per Semester |
16.83 |
| Total Weekly Contact Hours |
4.00 |
Module Resources
| Recommended Book Resources |
|---|
-
Dave Chaffey,Fiona Ellis-Chadwick. Digital Marketing, 8th ed.. Pearson, [ISBN: 129240096X].
| | Supplementary Book Resources |
|---|
-
Dave Chaffey,Paul Russell Smith. (2017), Digital Marketing Excellence, 5th Ed. Amsterdam; Routledge., [ISBN: 1138191701].
-
Damian Ryan. (2020), Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns, Kogan Page, [ISBN: 1789666015].
| | This module does not have any article/paper resources |
|---|
| This module does not have any other resources |
|---|
|
