Module Code: H7DGM
Long Title Digital Marketing
Title Digital Marketing
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator:  
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.
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
Entry requirements  

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%
End of Module Assessment50.00%


Full Time

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.
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
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
Discussion Note: