Module Details

Module Code: DIGT H4301
Module Title: Digital Marketing
Title: Digital Marketing
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Dorothy Keane
Domains:  
Module Description: The aim of the course is to introduce the learner to the dynamics and challenges of the principles and practices of digital marketing.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 To identify and critically evaluate the principles and practices of digital marketing and the evolving digital environment.
LO2 To analyse the impact digital technologies have on consumer behaviour; consumer search, customer relationship managment and building customer insights
LO3 Create and curate content marketing and appreciate social media and blogging platforms
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Introduction to Digital Marketing
Digital marketing and the digital marketing landscape. The relationship between online and offline marketing communications and their impact on digital marketing strategy.
The Digital Consumer
Understanding and targeting today's digital consumer. Mapping the online consumer journey. Digital Customer research.
Social Media Marketing
Social media marketing; Social media channels; Social Advertising and Insights; Social content strategy; Social listening and online reputation management Social media management systems
Blogging
Blog authoring. Creating and curating social media content using blogging technologies.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Written Report % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2
Non-marked No
Assessment Description
Learners will be required to write a report on the digital marketing landscape.
Assessment Type Practical/Skills Evaluation % of Total Mark 50
Timing Sem 1 End Learning Outcomes 1,3
Non-marked No
Assessment Description
Create and curate a blog
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 1.00 1
Laboratory Contact Computer Laboratory based practical and lecture Every Week 2.00 2
Estimated Learner Hours Non Contact Independent Learning Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 0.50 0.5
Lecture Contact Computer Laboratory based practical and lecture Every Week 1.00 1
Estimated Learner Hours Non Contact Independent Learning Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, 7th. Pearson, [ISBN: 1292077611].
Supplementary Book Resources
  • Chaffey, D, Smith, PR. (2017), Digital Marketing Excellence, Routledge, p.690, [ISBN: 9781138191709].
This module does not have any article/paper resources
Other Resources
Discussion Note: