MKTG07098 2016 Digital Marketing

General Details

Full Title
Digital Marketing
Transcript Title
Digital Marketing
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
Aine Doherty, Alan Kelly
Programme Membership
SG_BDIGI_N06 201600 Certificate in Digital Marketing SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BINTR_J07 201900 Bachelor of Business in Business in International Marketing Erasmus SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On) SG_BSALE_B07 201900 Bachelor of Business in Business in Marketing and Sales

This module provides the student with the necessary skills to plan, research, develop and control the various elements of a Digital Marketing campaign. Students will be able to use computer-based collaboration tools on specific projects, apply design principles to a range of Digital based marketing material and integrate this material correctly into the companies overall marketing programme.

Learning Outcomes

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


Plan, research and control a Digital Campaign


Plan, design and print/publish a range of digital material


Apply Design guidelines and principals during digital material creation


Creating online advertisements using both animation and video


Apply Internet Marketing principles and techniques


Promoting products/services using internet/social/mobile platforms


Identifying key metrics and performance analysis including e-CRM

Teaching and Learning Strategies

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

Module Assessment Strategies

This module will comprise of practical projects and a final theory exam.

Repeat Assessments

The students will repeat any failed elements if they fail overall

Indicative Syllabus

Picture editing

  • Identify the target audience (tie publication design into audience)
  • Content design and page/screen layout
  • Learn the importance of typographic design (Fonts, Size, Contrast, Colour, Wrapping)
  • Import, arrange and modify a variety of different text and graphic formats into a single publication
  • Various file formats (JPEG, GIF, PNG) balancing graphics/text/white space in publications clipart, original artwork, lines, rules and boxes as graphic elements in publications
  • Editing pictures (selection, re-sizing, removal of elements of a picture)
  • Use of scanner, and digital camera to capture and store images - dpi, ppi, spi
  • Production of advertisements and flyers
  • Differentiate between electronic and paper publication needs



  • Creating animated gifs as advertisements
  • Understanding timelines, libraries, download speed, transitions and tweens.
  • Creating various digital advertisements using popular animation software.
  • Export and Import edited video material 


Plan, research, control and measure a Digital Marketing Campaign

Plan a Social Media Campaign

Research and explore Internet Marketing best practise (including e-mail, SEM, Affiliate, Content, Blog and Mobile marketing)

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 Graphic Project Project Project 30 % Week 6 1,2,3,6
2 Video/Animation Project Project Project 30 % Week 12 1,2,3,4,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Theory Exam Final Exam Closed Book Exam 40 % End of Semester 1,5,6,7

Full Time Mode Workload

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

Recommended Reading
2015-09-05 Adobe Photoshop CC Classroom in a Book (2015 release) Adobe Press
ISBN 0134308131 ISBN-13 9780134308135

Creative professionals seeking the fastest, easiest, most comprehensive way to learn Adobe Photoshop choose Adobe Photoshop CC Classroom in a Book (2015 release) from Adobe Press. The 14 project-based lessons in this book show users step-by-step the key techniques for working in Photoshop and how to manipulate images, edit motion-based content, and create image composites.


In addition to learning the key elements of the Photoshop interface, this completely revised CC (2015 release) edition covers automatically repairing empty areas of a merged panorama using Content-Aware Fill, making the noise level of a Blur Gallery effect consistent with an image, and adding specialized type characters more easily in the new Glyphs Panel. Learn to easily reuse design assets and share them with your team using Creative Cloud libraries with Linked Smart Objects, and instantly modify duplicated content using the enhanced Content Aware Move tool. Design screens more efficiently for the range of display sizes across desktop and mobile devices using multiple Artboards, test them on actual hardware using Device Preview, and generate output using the iteration-friendly Export Assets workflow.


The online companion files include all the necessary assets for readers to complete the projects featured in each chapter as well as ebook updates when Adobe releases new features for Creative Cloud customers. And new to this release, all buyers of the book get full access to the Web Edition: a Web-based version of the complete ebook enhanced with video and interactive multiple-choice quizzes. As always with the Classroom in a Book, Instructor Notes are available for teachers to download.

Module Resources

URL Resources