MKTG06049 2016 Digital Media for Sales

General Details

Full Title
Digital Media for Sales
Transcript Title
Digital Marketing for Sales 1
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Alan Kelly
Programme Membership
SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BPROF_N06 201600 Certificate in Professional Selling Skills. SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This module will provide the students with the practical and theoretical skills necessary to promote and sell items/services using Digital platforms. The students will gain a foundation in basic digital material production and learn how to correctly apply this material across the appropriate platform for the required audience.

Learning Outcomes

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


Appreciate the role of Digital Media in Selling and Promotion


Apply a planning framework to a selling/promotional campaign


Create material which can be displayed digitally to help promote a campaign


Apply Digital tools and platforms to help promote a campaign

Teaching and Learning Strategies

The students will be encouraged to build on the in-class learning to produce innovated marketing/promotional digital material, building on fundamental digital marketing principles.

Module Assessment Strategies

This subject will be 100% Continuous Assessment with the theoretical elements assessed within the practical projects and an in-class exam.

Repeat Assessments

The students will be required to repeat the assesment(s) they failed during the term if the have failed overall.

Indicative Syllabus

Introduction: The Digital Media Landscape

  • What is Digital Media/Marketing
  • Evolution of Digital Media/Marketing
  • Selling On-line versus Offline


Planning a simple Digital promotional campaign

  • Planning process
  • Tie various elements together - Control
  • Research existing campaign and identify good and bad practise
  • Incorporating Digital into a broader marketing programme
  • Researching and Identifying the target audience



  • Legal issues
  • Control and Technical issues
  • Ethical/moral issues


Distinguishing between brand, event, product, cause, community

Differentiating between promotion and selling online


Creating digital material

  • Editing graphics for display
  • Creating Video content – product promotion/demo
  • Using Web generators to create digital content
  • Social platforms - limitations and potential


Measurement, Insights And Tools

  • How campaigns are measured
  • Essential metrics and tools for measurement
  • Using 3rd party research to enhance the sales effort

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Research Presentation Project Project 20 % Week 4 1,2
2 Digital Material Production Project Project 50 % OnGoing 3,4
3 In-class theory Continuous Assessment Closed Book Exam 30 % End of Semester 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Practical Computer Laboratory Computer Practical 2 Weekly 2.00
Lecture Tiered Classroom Theory Class 1 Weekly 1.00
Independent Learning Not Specified Self-Directed 1 Weekly 1.00
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

URL Resources