This aim of this module is to develop learners knowledge in digital marketing to enable them to formulate a digital marketing campaign strategy to communicate value to customers.
Learning Outcomes
On successful completion of this module the learner will be able to:
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Learning Outcome Description
LO1
To use frameworks for digital marketing planning and to critically evaluate and audit digital marketing strategies across industries
LO2
To appreciate best practice in search and content solutions
LO3
To create a digital marketing plan incorporating effective digital strategies.
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 Planning
Digital marketing decisions and strategies, Introduction to digital marketing campaign strategy, Situation Analysis (SWOT, Internal & External), Setting Communication Objectives, Defining Key Public's , Selecting Tactics and Media, Strategic Timing, Campaign Results & Evaluation, Developing a strategy utilizing the SOSTAC model
Understanding Data;
Google Analytics;
Social Media Analytics;
Setting KPIs
Social and Ethical Issues in Digital Marketing
Ethics, social and legal issues. intellectual property and data protection in digital communications
Module Content & Assessment
Assessment Breakdown
%
Project
100.00%
Assessments
Full Time
No Continuous Assessment
Project
Assessment Type
Project
% of Total Mark
100
Timing
Sem 2 End
Learning Outcomes
1,2,3
Non-marked
No
Assessment Description Learners will be required to develop and present a digital marketing plan. There will be an interim deliverable of a situation analysis and digital audit of the company in week 7. Learners will be required to reflect on their learning
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
No Description
Every Week
1.00
1
Laboratory
Contact
Computer Laboratory
Every Week
2.00
2
Independent Learning Time
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
Computer Laboratory
Every Week
1.00
1
Independent Learning Time
Non Contact
No Description
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].
Dave Chaffey ,P. R. Smith. (2017), Digital Marketing Excellence, Routledge, p.660, [ISBN: 9781138191709].