Module Details
Module Code: |
RECH |
Module Title:
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Digital Marketing Research Project
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Title:
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Digital Marketing Research Project
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Module Level:: |
8 |
Module Coordinator: |
Karen Hennessy
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Module Author:: |
Owen Brady
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Module Description: |
Applied research project in an area of digital marketing where a real-world problem is researched and solved by a delivered tangible solution.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
# |
Learning Outcome Description |
LO1 |
Evaluate a problem using appropriate analysis in the area of digital marketing. |
LO2 |
Design a program of research to identify methodologies, originate a solution and formulate a project plan. |
LO3 |
Synthesise technical skills and business knowledge to develop and implement an applied digital marketing solution. |
LO4 |
Produce documentation that summarises the project journey and critiques the outcome. |
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 |
Concept
Identify the digital marketing question to be solved. Define the problem scope.
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Research
Use customer-oriented research skills to investigate opportunities and methods to solve the identified problem in an applied and novel way. Examples: user-journey mapping, personas, digital-marketing models, funnels etc. focus groups etc.
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Development
Develop an applied solution in a digital format. This solution can take many forms and will be dependent on the problem identified and the theme chosen by the student. Examples of solutions include a digital marketing campaign, a web application, a mobile device application, digital brand creation, a content marketing tool, a digital product etc.
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Implementation
The solution will be delivered in a working format as a proof-of-concept. The implementation will be informative and clearly show the key original outcomes that add new learning and scholarship to the subject area.
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Documentation
Documentation will be created by the student to accompany the project solution. This documentation will explain findings, strategy and implementation. This document will act as a user manual for any partner organisation or industry linkage.
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Module Content & Assessment
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Assessment Breakdown | % |
Project | 100.00% |
AssessmentsFull Time
No End of Module Formal Examination |
Part Time
No End of Module Formal Examination |
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 |
Lecturer-Supervised Learning (Contact) |
|
Contact |
The student is guided by the supervisor, but essentially is provided the opportunity to engage in self-motivated, autonomous independent learning. Each project topic will be agreed upon after consultation between the student, the supervisor and a potential client company. |
Every Week |
0.25 |
0.25 |
Total Weekly Contact Hours |
0.25 |
Workload: Part Time |
Workload Type |
Workload Category |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
Lecturer-Supervised Learning (Contact) |
|
Contact |
The student is guided by the supervisor, but essentially is provided the opportunity to engage in self-motivated, autonomous independent learning. Each project topic will be agreed upon after consultation between the student, the supervisor and a potential client company. |
Every Week |
0.12 |
0.119999997317791 |
Total Weekly Contact Hours |
0.12 |
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].
| Supplementary Book Resources |
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M. N. K. Saunders,Adrian Thornhill,Philip Lewis. Research Methods for Business Students, 8th. [ISBN: 1292208783].
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Cliff Kuang,Robert Fabricant. (2020), User Friendly, W H Allen, p.416, [ISBN: 0753556650].
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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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Alexander Osterwalder,Yves Pigneur,Gregory Bernarda,Alan Smith. (2014), Value Proposition Design, John Wiley & Sons, p.320, [ISBN: 1118968050].
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Ben Frain. Responsive Web Design with HTML5 and CSS, 3rd. [ISBN: 1839211563].
| Recommended Article/Paper Resources |
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Journal, Journal of Digital & Social Media
Marketing.
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Journal, Harvard Business Review.
| Other Resources |
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Website,
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Google. Google Webmasters,
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Harvard Business School. Idea cast HBR,
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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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