Short Title:Interactive Marketing
Full Title:Interactive Marketing
Module Code:MKTG H3023
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 3 programme(s)
Reviewed By:Deryck Payne
Module Author:GLENN MEHTA
Module Description:This module aims: To introduce students to the technology advances that are shaping current trends in advertising and marketing and to provide the learner with a strong foundation of theoretical models, principles and frameworks related to interactive digital marketing, as well as highlighting the potential trends that will impact on the marketing landscape in the 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 technology may further impact business practices.
LO2 Describe B2B and B2C Interactive Business Models.
LO3 Understand of how to collect, interpret online analytical data.
LO4 Understand online advertising media, including search, social media, email, in-game advertising and types of on-line advertising.
LO5 Explain how mobile technology and applications can be used within an interactive marketing campaign.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Assignment Weekly Lab-based task may be completed to an acceptable standard. Opportunity to resubmit is standard is not reached. These tasks will cover such areas as use of data tools, online advertising, NFC, QR codes and Augmented Reality. 4,5 25.00 n/a
Project In small groups, Learners will research and present aspects of the technology landscape in marketing/advertising. 1,2,3,5 25.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 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
Lecture Based on the theoritical aspects of the course 1.00 Every Week 1.00
Laboratories No Description 2.00 Every Week 2.00
Independent Learning 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
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

Recommended Book Resources
  • Damian Ryan & Calvin Jones 2016, Understanding Digital Marketing: Marketing Strategies for Engaging the DIgital Generation, 4 Ed., Kogan Page
  • Oliver Busch 2016, The Successful Transformation to Automated, data-Driven Marketing in Real-Time (Management for Professionals), Springer
Recommended Article/Paper Resources
  • Journal of Interactive Marketing, Wiley Periodicals, Inc
Other Resources
  • Various: On-line references and web based support materials
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 5 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 5 Mandatory
TA_BDAMKT_D BSc in Data Analytics with Digital Marketing 1 Mandatory