MKTG08041 2016 Introduction to Digital Marketing

General Details

Full Title
Introduction to Digital Marketing
Transcript Title
Intro to Digital Marketing
N/A %
Subject Area
MKTG - Marketing
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Denise Lowe
Programme Membership
SG_BHRMS_K08 202100 Bachelor of Business (Honours) in Business in HRM Stream (Add-on) SG_BBUSJ_K08 202200 Bachelor of Business (Honours) in Business with Human Resource Managment (Add-on)

This module aims to introduce students to the integral role of digital media within the strategy of an organisation. The module should lead to an appreciation and understanding of digital as the industry goes through a radical paradigm shift, leaving marketers racing to adapt to keep up with consumer demands. Through this module learners will have the opportunity to develop a more holistic mindset toward the formulation and implementation of marketing strategy. The module recognises that driven by the digital revolution, every element of brand engagement is changing, turning traditional marketing on its head. The module aims to demystify digital media and examine how it can be harnassed to shape consumer decision making in predicatable ways.

Learning Outcomes

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

  1. Demonstrate an understanding of the contribution of digital marketing within a contemporary business environment.
  2. Appreciate the paradigm shift that is continually evolving in the marketing industry since the onset of the digital revolution.
  3. Understand the role of digital in the marketing concept.
  4. Comprehend the new landscape of consumer engagement.

Teaching and Learning Strategies

The case study method of teaching is used throughout the course as well as traditional lectures. PBL method will be employed for the project.

Module Assessment Strategies

50% exam

50% CA

Indicative Syllabus

  1. The Digital Marketing Concept
  2. The implications of the Digital Consumer Decision Journey.
  3. The implications of Digital to the Marketing Mix
  4. Measuring ROI

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 PBL Project Project 50 % Week 15

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 50 % Week 21  

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Digital Marketing. Strategy, Implementation and Practice. Chaffey et al. 2012 5th Edition

URL Resources
 (this list is not exhaustive)