Module Details
Module Code: |
DIGT |
Module Title:
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Digital Marketing
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Title:
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Digital Marketing
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Module Level:: |
8 |
Module Coordinator: |
Janette Davies
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Module Author:: |
Owen Brady
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Module Description: |
Appreciate the dynamic area of digital marketing and its place in a customer focused business. Allow students to develop analytical skills that are used to design and implement digital marketing initiatives in the areas of Content Marketing, Search Engine Optimisation (SEO), Search Engine Marketing (SEM) and Social Media.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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Learning Outcome Description |
LO1 |
Design, develop and implement video content that is optimised for a web-based platform. |
LO2 |
Appraise the relationship between different strategic areas of online business and how they can be implemented in a unified approach across an organisation. |
LO3 |
Act as a search engine optimisation/marketing practitioner to increase traffic on social and web content. |
LO4 |
Design, implement and assess a social media marketing campaign using recognised analytical metrics of success. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
Content Marketing
Use a high-level video editing suite to produce a web optimised video in the context of digital marketing. Distribute the video through a social media platform. Optimise the video content using SEO techniques. Analyse the traffic metrics and assess actions to improve these trends.
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Multi-Channel Customer Orientation
Application of revenue models in digital marketing. Multi-channel retailing and customer focus. Optimising web for conversions.
The evolution of advertising on the web.
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Search Engine Marketing (SEM) & Social Marketing (SM)
Using paid promotion on search tools and social media to drive traffic. Pay Per Click (PPC) and Cost Per Mille (CPM) models. Click Through Rate (CTR), campaign management, targeting, localisation, scheduling, bidding strategies, budget control, early vs. late purchase funnel, branding vs sales.
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Search Engine Optimisation (SEO)
Adapting web and social media content to improve its ranking in search tools, social suggestion algorithms and increase traffic. Keywords analysis, Search Engine Result Pages (SERPs), titles, descriptions, display URLs, intent, page speed, content hierarchy, filenames, image & video SEO, structured data, rich snippets.
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Social Media
Explore and harness features of popular social media platforms to target audiences. Match marketing message to medium. Segment the customer journey using funnel models. Use strategies suited to different content type across paid, earned, shared, owned categories. Risk management for social media, social media policies, ethical considerations towards user data
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 100.00% |
AssessmentsFull Time
No End of Module Formal Examination |
Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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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 |
Practicals |
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Contact |
Digital Marketing |
12 Weeks per Stage |
4.00 |
48 |
Independent Learning |
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Non Contact |
Digital Marketing |
15 Weeks per Stage |
6.00 |
90 |
Total Weekly Contact Hours |
4.00 |
Workload: Part Time |
Workload Type |
Workload Category |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
Lecture |
|
Contact |
Digital Marketing |
12 Weeks per Stage |
2.00 |
24 |
Independent Learning Time |
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Non Contact |
Reading, research and assessment preparation |
15 Weeks per Stage |
4.00 |
60 |
Total Weekly Contact Hours |
2.00 |
Module Resources
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Recommended Book Resources |
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Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, Pearson Higher Education, p.576, [ISBN: 1292241578].
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Sheridan, M.. (2017), They Ask You Answer, 2nd. John Wiley & Sons, p.240, [ISBN: 1119312973].
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Nathalie Nahai. (2017), Webs of Influence: the Psychology of Online Persuasion, FT Press, p.256, [ISBN: 1292134607].
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Philip Kotler,Hermawan Kartajaya,Iwan Setiawan. (2016), Marketing 4.0, John Wiley & Sons, p.208, [ISBN: 1119341205].
| Recommended Article/Paper Resources |
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Various, Journal of Digital & Social Media
Marketing.
| Supplementary Article/Paper Resources |
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Various, International Journal of Electronic
Business.
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Various, International Journal of Internet
Marketing and Advertising.
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Various, Harvard Business Review.
| Other Resources |
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Google Webmaster,
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Google Ads Help,
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Silicon Republic,
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Moz. Moz Research Blogs,
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YouTube Help,
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Fast Company,
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Ciaran Rogers and Daniel Rowles. The Digital Marketing Podcast,
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Neil Patel. Marketing School - Digital Marketing and
Online Marketing Tips,
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