Short Title:Marketing Technology Landscape
Full Title:Marketing Technology Landscape
Language of Instruction:English
Module Code:MKTL H2000
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 5 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Deryck Payne
Module Description:The objective of this module is to introduce students to the technology advances that are shaping the current trends in marketing and advertising, and to highlight possible future trends that will further impact on the marketing landscape in the near future.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Identify and discuss the changes that technology has brought about in marketing and advertising media, and how emergent technologies may further impact business practices.
LO2 Outline the role that 1st party, 2nd party and 3rd party data plays in the new marketing/advertising landscape.
LO3 Explain the technology used in the delivery of advertising in Mobile and Traditional on-line media.
LO4 Discuss the categories of marketing technology in play in the modern marketing landscape
LO5 Design and manage a micro advertising campaign as part of a practical group project.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment Weekly Lab based task may be completed to an acceptable standard. opportunity to resubmit if standard is not reached. These tasks will cover such areas as use of data tools, online advertising, NFC, QR Codes and Augmented reality 1,2,3 15.00 n/a
Project In small groups Learners will develop and implement a digital marketing plan for a digital product. There will be both individual and group elements to this project. 3,4 15.00 Week 3
Project Working in teams: Groups may be required to complete a practical project, such as the design and management of a college wide advertising campaign for a product/service of their choosing. Involving poster/ QR codes/ augmented reality, email marketing/ social media marketing and analytics of the data. 3,4,5 20.00 Week 6
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examinations 1,2,3,4 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
Lecturer/Lab Lab / Lecture 3.00 Every Week 3.00
Independent Learning Time Complete Weekly Lab Work and Independent Study 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 Lab / Lecture 2.00 Every Week 2.00
Independent Learning Time Complete Weekly Lab Work and Independent Study 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Oliver Busch 2016, Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time (Management for Professionals), 1 Ed., Springer [ISBN: 3319250213]
This module does not have any article/paper resources
Other Resources
  • Journal: ISSN online: 1741-8798International Journal of Technology Marketing
  • Moodle: http://elearning.it-tallaght.ie/Institute's Virtual Learning Environment (VLE)
  • Library: https://library.ittdublin.ie/On-Line, Library Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BADMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 2 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 2 Mandatory
TA_BMADM_D Certificate in Applied Digital Marketing (60 credit Minor Award) 2 Mandatory
TA_BPDMK_C Certificate in Digital Marketing (30 credit Special Purpose Award) 2 Mandatory
TA_BPSMK_C Certificate in Social Media Marketing (30 credit Special Purpose Award) 2 Mandatory