The aim of the course is to introduce the learner to the dynamics and challenges of the principles and practices of digital marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
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Learning Outcome Description
LO1
To identify and critically evaluate the principles and practices of digital marketing and the evolving digital environment.
LO2
To analyse the impact digital technologies have on consumer behaviour; consumer search, customer relationship managment and building customer insights
LO3
Create and curate content marketing and appreciate social media and blogging platforms
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
Introduction to Digital Marketing
Digital marketing and the digital marketing landscape. The relationship between online and offline marketing communications and their impact on digital marketing strategy.
The Digital Consumer
Understanding and targeting today's digital consumer.
Mapping the online consumer journey.
Digital Customer research.
Social Media Marketing
Social media marketing;
Social media channels;
Social Advertising and Insights;
Social content strategy;
Social listening and online reputation management
Social media management systems
Blogging
Blog authoring. Creating and curating social media content using blogging technologies.
Module Content & Assessment
Assessment Breakdown
%
Continuous Assessment
100.00%
Assessments
Full Time
Continuous Assessment
Assessment Type
Written Report
% of Total Mark
50
Timing
Week 7
Learning Outcomes
1,2
Non-marked
No
Assessment Description Learners will be required to write a report on the digital marketing landscape.
Assessment Type
Practical/Skills Evaluation
% of Total Mark
50
Timing
Sem 1 End
Learning Outcomes
1,3
Non-marked
No
Assessment Description Create and curate a blog
No Project
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
Lecture
Every Week
1.00
1
Laboratory
Contact
Computer Laboratory based practical and lecture
Every Week
2.00
2
Estimated Learner Hours
Non Contact
Independent Learning
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
Lecture
Every Week
0.50
0.5
Lecture
Contact
Computer Laboratory based practical and lecture
Every Week
1.00
1
Estimated Learner Hours
Non Contact
Independent Learning
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].
Supplementary Book Resources
Chaffey, D, Smith, PR. (2017), Digital Marketing Excellence, Routledge, p.690, [ISBN: 9781138191709].
This module does not have any article/paper resources