Module Details

Module Code: MKTG H4002
Module Title: Digital Marketing Planning
Title: Digital Marketing Planning
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Dorothy Keane
Domains:  
Module Description: This aim of this module is to develop learners knowledge in digital marketing to enable them to formulate a digital marketing campaign strategy to communicate value to customers.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 To use frameworks for digital marketing planning and to critically evaluate and audit digital marketing strategies across industries
LO2 To appreciate best practice in search and content solutions
LO3 To create a digital marketing plan incorporating effective digital strategies.
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
Digital Marketing Planning
Digital marketing decisions and strategies, Introduction to digital marketing campaign strategy, Situation Analysis (SWOT, Internal & External), Setting Communication Objectives, Defining Key Public's , Selecting Tactics and Media, Strategic Timing, Campaign Results & Evaluation, Developing a strategy utilizing the SOSTAC model
Search
Search Theory, Search Engine Marketing, Search Engine Optimization, Pay Per Click advertising, Email marketing, Affiliate Marketing
Data Analytics
Understanding Data; Google Analytics; Social Media Analytics; Setting KPIs
Social and Ethical Issues in Digital Marketing
Ethics, social and legal issues. intellectual property and data protection in digital communications
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 100
Timing Sem 2 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Learners will be required to develop and present a digital marketing plan. There will be an interim deliverable of a situation analysis and digital audit of the company in week 7. Learners will be required to reflect on their learning
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 No Description Every Week 1.00 1
Laboratory Contact Computer Laboratory Every Week 2.00 2
Independent Learning Time Non Contact No Description 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 No Description Every Week 0.50 0.5
Laboratory Contact Computer Laboratory Every Week 1.00 1
Independent Learning Time Non Contact No Description 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].
  • Dave Chaffey ,P. R. Smith. (2017), Digital Marketing Excellence, Routledge, p.660, [ISBN: 9781138191709].
Recommended Article/Paper Resources
  • Journal of Marketing.
  • Journal of Digital and Social Marketing.
  • Journal of Social Marketing.
Other Resources
Discussion Note: