The module aims to provide the student with an introduction to digital marketing principles and practice. It will explore it's evolution the current landscape and it's integration with traditional 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 evaluate the principles and practices of digital marketing planning
LO2
Analyse the Digital Marketing Landscape
LO3
Describe the digital consumer and the targeting implications for companies
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
Marketing in a Digital Era
The Evolution of Marketing in a Digital Era.
The Digital Marketing Plan
The SOSTAC Model for digital planning
Preparing a digital audit
Search Marketing
Introduction to search engine optimisation and search engine marketing
The Digital Consumer
Understanding and targeting today's digital consumer.
The Digital Environment
The Digital Marketing Landscape digital trends and emerging technologies
Module Content & Assessment
Assessment Breakdown
%
Continuous Assessment
30.00%
End of Module Formal Examination
70.00%
Assessments
Full Time
Continuous Assessment
Assessment Type
Practical/Skills Evaluation
% of Total Mark
30
Timing
Week 7
Learning Outcomes
1,2
Non-marked
No
Assessment Description Conduct a digital audit using digital audit tools on a company and prepare a report
No Project
No Practical
End of Module Formal Examination
Assessment Type
Formal Exam
% of Total Mark
70
Timing
End-of-Semester
Learning Outcomes
1,2,3
Non-marked
No
Assessment Description End of term 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
Class Based Lecture
Every Week
1.00
1
Laboratory
Contact
Computer Based Lab Instuction
Every Week
2.00
2
Independent Learning
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
No Description
Every Week
1.00
1
Independent Learning
Non Contact
No Description
Every Week
7.50
7.5
Total Weekly Contact Hours
1.50
Module Resources
Recommended Book Resources
Chaffey D., Ellis Chadwick F.. (2019), Digital Marketing, 7th Ed. Pearson, [ISBN: 97812907761].