MKTG07082 2016 Digital Campaign Management

General Details

Full Title
Digital Campaign Management
Transcript Title
Digital Campaign Management
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Alan Kelly
Programme Membership
SG_BDIGI_N06 201600 Certificate in Digital Marketing SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing

This module deals with managing the planning process for a Digital Marketing Campaign. The stages covered include Planning, Designing, Implementing, Controlling and Reviewing a Digital Marketing Campaign

Learning Outcomes

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


Apply planning frameworks to a management plan


Insure Budgets and quality procedures are structured and controls are in place


Determine key measurement metrics for ROI


Incorporate project management software to control and communicate the campaign


Promote best practise for customer retention

Teaching and Learning Strategies

The students will be presented with case studies and expected to apply taught theoretical information to improve these scenarios. The students will maintain project management software in conjunction with their work placement.

Module Assessment Strategies

This module is design to allow students on work placement incorporate their relevant work duties into their assessment schedule. The assessment breakdown is 50/50 between continuous assessment and final exam

Repeat Assessments

Students will be required to repeat any failed elements if the fail the subject overall

Indicative Syllabus

Campaign planning

  • Planning Frameworks
  • Quality Assurance procedures
  • Making sure you know and understand your target audience
  • Setting realistic campaign objectives and budgets
  • Planning an integrated multi-media campaign
  • Vision, Mission, Goals and Objectives


  • How to write a tactical campaign plan
  • Defining the opportunities and deliverables
  • Evaluating the product benefits
  • Identify the processes and define a timeline



  • Control & Communication
  • Personal Management
  • Outsourcing - Supplier selection, briefing and management


  • How to assess risk and how to plan for it
  • What to do when things go wrong
  • Change management
  • Conflict resolution


  • What is a customer worth?
  • Data capture, analysis, processing and presentation
  • Evaluating campaign performance and ROI
  • E-CRM

Ethical, Legal and Social Issues

  • Ensuring your campaign doesn't fall foul of privacy, data protection and copyright
  • Opt in versus opt out – the latest best practice guidelines both on and offline
  • Understanding the rules for free gifts, prize draws and competitions


Project Management Software

  • Setting up and maintaining the project
  • Communication channels (External and Internal)

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case Study Assessment Project Written Report 25 % Week 5 1,2,3,5
2 Project Management Project Project 25 % OnGoing 1,2,3,4,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Exam Final Exam Closed Book Exam 50 % End of Semester 1,2,3,5

Full Time Mode Workload

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

Required & Recommended Book List

Recommended Reading
2012-04-22 Interactive Project Management: Pixels, People, and Process (Voices That Matter) New Riders
ISBN 0321815157 ISBN-13 9780321815156

As an industry, interactive is different. The work entails elements of software development, marketing, and advertising, yet its neither purely technical nor traditional agency work. Delivery methods are different, and because the industry is relatively new, the gap in understanding between the clients buying the work and the teams building it is often wide. Enter the geek girls guide. Nancy Lyons and Meghan Wilker dont just tell you how to deliver digital work, they demonstrate how to think about it.

Interactive Project Management: Pixels, People, and Process helps clients, agencies, and industry professionals better understand the critical role of interactive project management, and presents a collaborative, people-focused approach to delivering high-quality digital work.

In this book, the authors:

  • Define the unique characteristics of interactive projects
  • Explain the importance of emotional intelligence in the workplace
  • Discuss communication techniques that help teams work together more efficiently
  • Outline a process and specific deliverables that clarify how to think about critical aspects of a project
  • Provide questions, tasks, tips, and advice that effectively move teams from initiation to launch

Module Resources

URL Resources