Module Code: H8DMPMM
Long Title Project Management and Measurement for Digital Marketing
Title Project Management and Measurement for Digital Marketing
Module Level: LEVEL 8
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator:  
Module Author: DAVE CORMACK
Departments:  
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 Display in-depth knowledge of digital project management, the process, the stakeholders involved and relationship management required.
LO2 Learners will have experience using and be skilled in the use of an online project management tool.
LO3 Develop advanced skills in the measurement of activity across a variety of digital platforms, including the use of social media monitoring software.
LO4 Demonstrate advanced skills in the review and analysis of metrics, and understand their embeddedness in the rapidly evolving digital environment.
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
Digital Marketing Project Management
• Structured approaches to web project management • Why projects fail -> risk & governance • Devising a project plan o Project scoping and requirements gathering o Budgeting o Testing • Applying the theory to real life – wireframes, content, design, build • Online collaborative tools • Discussion of learning from hands-on exercise • Closing the project
Measurement in the Evolving Online Environment
• Understanding measurement & analysis online o How does measurement work? o Structured approaches to measurement o Industry Averages o Key measurement tools • Quantitative: business intelligence through site analytics o Key Performance Indicators: what are we measuring? o Understanding & Interpreting o Industry Averages o Key measurement tools • Website Metrics o Understanding & Interpreting o Industry Averages o Key measurement tools and techniques • Google Adwords o Understanding & Interpreting o Industry Averages • Permission based marketing: email and social o Key Performance Indicators: what are we measuring? o Understanding & Interpreting o Industry Averages • Social Media Monitoring • Tools • Features • Integration
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: Practical (0260) % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
There will be an in-class simulation where participants will be asked to put themselves into teams for managing a digital project. They will be presented with scenarios and will have to manage the project using project management software to completion. There will be in-class discussions of actual results achieved on campaigns and for a variety of websites
Assessment Type: Project % of total: 25
Assessment Date: n/a Outcome addressed: 3,4
Non-Marked: No
Assessment Description:
Learners will be tasked with reflecting on measurement in the evolving online environment. Learners will create a blog and maintain it, posting material and indsights relevant to online metrics. Essential to this project is interaction and discussion between learners using the online platform of blogs
Assessment Type: Project % of total: 25
Assessment Date: n/a Outcome addressed: 1,3,4
Non-Marked: No
Assessment Description:
25% of marks will be allocated to the overall individual assessment
No End of Module Assessment
No Workplace Assessment

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

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 3 Every Week 3.00
Seminars No Description 6 Once per semester 0.50
Assignment No Description 33 Once per semester 2.75
Independent Learning Time No Description 50 Once per semester 4.17
Total Weekly Contact Hours 3.50
 

Module Resources

Recommended Book Resources
  • Kaushik Avinash. (2007), Web Analytics: An Hour A Day, Wiley Publishing.
  • Mantel, S. Project Management in Practice, Wiley.
Supplementary Book Resources
  • Pinto, J.K.,. Project Management, International. Prentice Hall.
  • Paine, K. D. (2011), Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships, Wiley.
This module does not have any article/paper resources
Other Resources
  • [Website], http://www.kaushik.net/avinash/.
  • [Website], http://blogs.pmi.org/blog/.
  • [Website], http://www.radian6.com/platform-blog/.
  • [Website], http://analytics.blogspot.com/.
  • [Website], http://olearyanalytics.com/blog/.
Discussion Note: