Short Title:Introduction to Digital Marketing
Full Title:Introduction to Digital Marketing
Language of Instruction:English
Module Code:INDM H1000
 
Credits: 5
NFQ Level:6
Field of Study:Marketing and advertising
Module Delivered in no programmes
Reviewed By:GLENN MEHTA
Module Author:Deryck Payne
Module Description:This module will introduce students to the principles and applications of marketing in a digital context.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Identify the marketing opportunities provided by a variety of online communication tools such as email, social media, interactive marketing, mobile and location based marketing.
LO2 Identify and describe the range of alternatives that are available for online advertising and traffic building.
LO3 Identify best practices in search engine marketing, and semantic search engine optimisation.
LO4 Explain techniques used for the analysis of website performance and strategies uses to increase conversion rates.
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed
 

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Digital Marketing Fundamentals & Digital Tools
Digital and interactive media and marketing. Difference between Online and Offline behaviour, Websites, Email and Viral Marketing, Mobile Marketing, Video & Podcasting, Affiliate marketing
20.00%
Mobile Technology
Carrier and technology introduction; Applications Options; Business strategies using mobile technologies.
20.00%
Social Media and online consumer engagement
Different forms of social media, Primary Tools, Integration with traditional media., Engagement: Paid v Earned, Opportunities and challenges.
20.00%
Digital Traffic Building and Analyitics
Types of Online advertising; pay-per-click etc, Search Theory,Semantic Web Search Engine Marketing, Search Engine Optimisation, Web intelligence,Identifying goals and KPIs, Analysing website performance, conversion rate optimisation, Social Media Performance analysis ,
40.00%
Assessment Breakdown%
Course Work60.00%
End of Module Formal Examination40.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Laboratory Practical assessment in the use of spreadsheet software in digital marketing campaigns   15.00 n/a
Assignment Using available online web tools, create and publish a website and apply SEO techniques to enhance the online viability of the site, 3,4 20.00 Ongoing
Assignment Working in groups students are required to develop and maintain a blog on one topic from the course and give commentary on the blogs of other groups on other topics. They will use blogging software such as WordPress. 1,2,3 15.00 n/a
Short Answer Questions A series of in-class theory tests on topics covered -questions presented through an online assessment medium such as Moodle. 1,2,3,4 10.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam Written Examination 1,2,3,4 40.00 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

IT Tallaght 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
Lecturer/Lab No Description 3.00 Every Week 3.00
Independent Learning Time No Description 6.00 Every Week 6.00
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
Lecturer/Lab No Description 2.00 Every Week 2.00
Independent Learning Time No Description 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Judy Strauss, Raymond Frost. 2016, E-marketing, 7 Ed., Upper Saddle River, NJ; Pearson Education [ISBN: 1292000414]
Recommended Book Resources
  • Dave Chaffey and Fiona Ellis-Chadwick 2016, Digital Marketing, 6 Ed., 12, Pearson UK [ISBN: 1292077611]
This module does not have any article/paper resources
This module does not have any other resources