Module Details

Module Code: DIGT H4601
Module Title: Digital Marketing
Title: Digital Marketing
Module Level:: 8
Credits:: 5
Module Coordinator: Cathal Nolan
Module Author:: Trina Rea
Domains:  
Module Description: Students will be equipped with social research tools to identify, target and reach specific online audiences, as well as create and implement digital marketing campaigns.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate the tools, techniques and methodologies necessary to conduct social research
LO2 Illustrate an in-depth understanding of platform selection, content formats, scheduling and competitor analysis
LO3 Analyse the evolving role of paid digital campaigns
LO4 Demonstrate the ability to plan, execute, measure, and optimise a social media cross platform campaign
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
1. Social Research. 2. Content Marketing. 3. Content Outreach. 4. Create and manage ads and ad accounts on all major platforms. 5. Campaign Strategy and Analysis. 6. Competitor Analysis. 7. Analytics.
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Presentation % of Total Mark 10
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Demonstrate the use of digital media research techniques and tools to identify and understand your audience.
Assessment Type Case Studies % of Total Mark 30
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Strategic analysis of competitor's digital marketing campaign
Assessment Type Project % of Total Mark 60
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Plan, execute, measure, and optimise a digital marketing campaign
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Repeat the module
The assessment of this module is inextricably linked to the delivery. The student must reattend the module in its entirety in order to be reassessed.
Reassessment Description
Learners that fail but achieve a minimum final percentage of 30% in the module will be eligible for one or more of the following: Submit assignment, Re-submit components, Practical examination, Interview or Presentation.

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
Lab/Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 2.00 2
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Ian Dodson. (2016), The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns.
  • Seth Godin. (2018), This is Marketing: You Can’t Be Seen Until You Learn To See.
  • Alan Dib. (2018), The 1-Page Marketing Plan.
  • Kerry Marshall. (2017), Ultimate Guide to Facebook Advertising.
Supplementary Book Resources
  • Dave Chaffey. (2019), Digital Marketing.
  • Simon Kingsnorth. (2019), Digital Marketing Strategy: An Integrated Approach to Online Marketing.
  • Annmarie Hanlon. (2019), Digital Marketing: Strategic Planning & Integration.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: