Short Title:Digital Marketing
Full Title:Digital Marketing
Module Code:DIGT H3006
 
Credits: 5
Field of Study:Management and administration
Module Delivered in 1 programme(s)
Reviewed By:PHIL MULVANEY
Module Author:PHIL MULVANEY
Module Description:This moduleprovides students with the knowledge, skills and competencies to research, analyse and utilise digital marketing tools and techniques. It will enable participants to evaluate and select appropriate digital channels and to develop a digital marketing strategy and plan.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Discuss the new skills required to develop and implement digital marketing strategies and critically evaluate the role of digital marketing in a firm's overall integrated marketing strategy.
LO2 Evaluate the various digital marketing channels and their appropriateness in different contexts.
LO3 Use analytical tools to research consumer behaviour online and inform strategic decision-making.
LO4 Conduct research and effectively present findings in a report and/or presentation format.
LO5 Develop a digital marketing strategy and the consequent implementation plan for a company.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Students will develop, write and present a practical Digital Marketing strategy for a real company, working in a group of four (maximum 2,000 words and using harvard referencing style). 3,4,5 30.00 Week 10
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,5 50.00 End-of-Semester

TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom based lecture 1.00 Every Week 1.00
Lab Lab based work. 2.00 Every Week 2.00
Independent Learning Practice assignmnets to develop practical digital skills 2.00 Every Week 2.00
Independent Learning Read/Research/Study & independent learning time. 4.00 Every Week 4.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom based lecture 1.00 Every Week 1.00
Lecturer-Supervised Learning (Contact) Lab based work 1.00 Every Week 1.00
Independent Learning Time Practice assignments to develop practical digital skilsl 2.00 Every Week 2.00
Independent Learning Time Read/Research/Study and independent learning time 4.00 Every Week 4.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Weber L., Henderson L., 2014, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer Centric, Wiley
Recommended Book Resources
  • Judy Strauss, Raymond Frost 2011, E-Marketing, 6th Ed., Pearson [ISBN: 978-0-13-280646-6]
  • Dave Chaffey et. al. 2009, Internet Marketing, 4th Ed., Prentice Hall [ISBN: 978-0-273-71740-9]
  • Dave Chaffey 2011, E-Business and E-Commerce Management, 5th Ed., Prentice Hall [ISBN: 978-0-273-75201-1]
This module does not have any article/paper resources
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BTECH_D Bachelor of Science in the Management of Innovation and Technology 6 Elective