Module Details

Module Code: RECH
Module Title: Digital Marketing Research Project
Title: Digital Marketing Research Project
Module Level:: 8
Credits:: 10
Module Coordinator: Karen Hennessy
Module Author:: Owen Brady
Domains:  
Module Description: Applied research project in an area of digital marketing where a real-world problem is researched and solved by a delivered tangible solution.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate a problem using appropriate analysis in the area of digital marketing.
LO2 Design a program of research to identify methodologies, originate a solution and formulate a project plan.
LO3 Synthesise technical skills and business knowledge to develop and implement an applied digital marketing solution.
LO4 Produce documentation that summarises the project journey and critiques the outcome.
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
Concept
Identify the digital marketing question to be solved. Define the problem scope.
Research
Use customer-oriented research skills to investigate opportunities and methods to solve the identified problem in an applied and novel way. Examples: user-journey mapping, personas, digital-marketing models, funnels etc. focus groups etc.
Development
Develop an applied solution in a digital format. This solution can take many forms and will be dependent on the problem identified and the theme chosen by the student. Examples of solutions include a digital marketing campaign, a web application, a mobile device application, digital brand creation, a content marketing tool, a digital product etc.
Implementation
The solution will be delivered in a working format as a proof-of-concept. The implementation will be informative and clearly show the key original outcomes that add new learning and scholarship to the subject area.
Documentation
Documentation will be created by the student to accompany the project solution. This documentation will explain findings, strategy and implementation. This document will act as a user manual for any partner organisation or industry linkage.
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 100
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
n/a
No Practical
No End of Module Formal Examination

Part Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 100
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
n/a
No Practical
No End of Module Formal Examination

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
Lecturer-Supervised Learning (Contact) Contact The student is guided by the supervisor, but essentially is provided the opportunity to engage in self-motivated, autonomous independent learning. Each project topic will be agreed upon after consultation between the student, the supervisor and a potential client company. Every Week 0.25 0.25
Total Weekly Contact Hours 0.25
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact The student is guided by the supervisor, but essentially is provided the opportunity to engage in self-motivated, autonomous independent learning. Each project topic will be agreed upon after consultation between the student, the supervisor and a potential client company. Every Week 0.12 0.119999997317791
Total Weekly Contact Hours 0.12
 
Module Resources
Recommended Book Resources
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, Pearson Higher Education, p.576, [ISBN: 1292241578].
Supplementary Book Resources
  • M. N. K. Saunders,Adrian Thornhill,Philip Lewis. Research Methods for Business Students, 8th. [ISBN: 1292208783].
  • Cliff Kuang,Robert Fabricant. (2020), User Friendly, W H Allen, p.416, [ISBN: 0753556650].
  • Nathalie Nahai. (2017), Webs of Influence: the Psychology of Online Persuasion, FT Press, p.256, [ISBN: 1292134607].
  • Alexander Osterwalder,Yves Pigneur,Gregory Bernarda,Alan Smith. (2014), Value Proposition Design, John Wiley & Sons, p.320, [ISBN: 1118968050].
  • Ben Frain. Responsive Web Design with HTML5 and CSS, 3rd. [ISBN: 1839211563].
Recommended Article/Paper Resources
  • Journal, Journal of Digital & Social Media Marketing.
  • Journal, Harvard Business Review.
Other Resources
Discussion Note: