DIGT06004 2016 Digital Marketing

General Details

Full Title
Digital Marketing
Transcript Title
Digital Marketing
N/A %
Subject Area
DIGT - Digital
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Aine Doherty, Alan Kelly
Programme Membership
SG_BBUSS_B07 201600 Bachelor of Business in Business L7 SG_BBUSI_B07 202100 Bachelor of Business in Business in Business Administration L7 SG_BOFFI_C06 201900 Higher Certificate in Business in Business in Office Administration SG_BADMN_B07 202100 Bachelor of Business in Business Administration L7 SG_BBUSI_C06 202100 Higher Certificate in Business in Business Studies L6 SG_BBUSS_B07 202100 Bachelor of Business in Business L7 SG_BOFFI_C06 202100 Higher Certificate in Business in Business in Office Administration

The students will gain a foundation in digital content production and learn how to correctly publish this content across the appropriate platforms for the required audience.

Learning Outcomes

On completion of this module the learner will/should be able to;


Plan and develop a website using (on-line) web editors


Differentiate between the various Digital Marketing techniques including SEM/SEO, E-mail marketing, Mobile and Analytics.


Identify best practice for Social Media Marketing highlighting potential legal/moral issues


Plan a Digital Marketing campaign identifying target audiences


Differentiate between various digital media formats and produce basic digital media content which can be incorporated into a company's marketing campaign 

Teaching and Learning Strategies

The students will be walked through the process of digital content creation Through a small number of projects they will be expected to independently create their own example of viable digital content. They will be able to work on these projects during class time should any issues arise.

Module Assessment Strategies

Students will be assessed both individually and in groups. These assessments will require the students to apply the theoretical ideology into physically designing digital media/online products


Repeat Assessments

The students are required to repeat any failed element if they fail overall

Indicative Syllabus

Digital Media

  • Understand the difference media formats
  • Save and make basic changes to digital media files
  • Apply simple design guidelines to media/website production
  • Creating content which can be published electronically

Website Design

  • Understand the key items required on a website
  • Incorporate SEO techniques into website design
  • Incorporate Social Media Platforms correctly

Digital Promotion

  • Research existing websites/social resources to determine success (statistics, visitors, keywords etc)
  • Plan a Digital Marketing Campaign and identifying the target audience
  • Understand SEO and paid advertising principles in terms of search engine results
  • Differentiate between the various Mobile platforms available and how to market on mobile devices.
  • Plan an effective Social Media Marketing Campaign

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
60 %
End of Semester / Year Formal Exam
40 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Research existing Social Media Marketing Project Group Project 15 % Week 4 3
2 Promotional Graphic Material Project Project 20 % Week 8 5
3 Website Project Project Project 25 % Week 12 1,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 40 % End of Term 2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Laboratory Practical Computer Laboratory Computer Practical 2 Weekly 2.00
Lecture Tiered Classroom Digital/Social Media Theory 1 Weekly 1.00
Independent Learning Not Specified Self Directed Learning 1.5 Weekly 1.50
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2014-06-28 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Kogan Page
ISBN 0749471026 ISBN-13 9780749471026

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Module Resources

Non ISBN Literary Resources


URL Resources


Other Resources


Additional Information