Module Details

Module Code: DIGT C1806
Module Title: Introduction to Digital Marketing
Title: Introduction to Digital Marketing
Module Level:: 6
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Dorothy Keane
Domains:  
Module Description: The module aims to provide the student with an introduction to digital marketing principles and practice. It will explore it's evolution the current landscape and it's integration with traditional marketing
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 To identify and evaluate the principles and practices of digital marketing planning
LO2 Analyse the Digital Marketing Landscape
LO3 Describe the digital consumer and the targeting implications for companies
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
Marketing in a Digital Era
The Evolution of Marketing in a Digital Era.
The Digital Marketing Plan
The SOSTAC Model for digital planning Preparing a digital audit
Search Marketing
Introduction to search engine optimisation and search engine marketing
The Digital Consumer
Understanding and targeting today's digital consumer.
The Digital Environment
The Digital Marketing Landscape digital trends and emerging technologies
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment30.00%
End of Module Formal Examination70.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Practical/Skills Evaluation % of Total Mark 30
Timing Week 7 Learning Outcomes 1,2
Non-marked No
Assessment Description
Conduct a digital audit using digital audit tools on a company and prepare a report
No Project
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
End of term 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 Class Based Lecture Every Week 1.00 1
Laboratory Contact Computer Based Lab Instuction Every Week 2.00 2
Independent Learning 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 No Description Every Week 1.00 1
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Chaffey D., Ellis Chadwick F.. (2019), Digital Marketing, 7th Ed. Pearson, [ISBN: 97812907761].
  • Pr Smith,Ze Zook. (2019), Marketing Communications, 7th. Kogan Page, p.600, [ISBN: 9780749498641].
Supplementary Book Resources
  • Erik Qualman. Socialnomics, Wiley, p.296, [ISBN: 9780470638842].
Recommended Article/Paper Resources
  • Journal. Journal of Marketing.
  • Journal. Journal of Digital and Social Media Marketing.
Other Resources
Discussion Note: