MKTG08042 2016 Digital Marketing Strategy 1

General Details

Full Title
Digital Marketing Strategy 1
Transcript Title
Digital Marketing Strategy 1
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_BTOUR_K08 202100 Level 8 Honours Degree Add-on in Tourism with Event Management SG_BBUSI_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_KAPPL_H08 202100 Bachelor of Arts (Honours) in Computing in Application Design and User Experience SG_BBUSI_H08 202100 Bachelor of Business (Honours) in Business L8 (Ab-initio) SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BBMTS_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS

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. 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 social 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;


Critically evaluate a number of key readings on Digital and Social Media


Demonstrate an understanding of the contribution of digital within a contemporary business environment.


Demonstrate the role of digital in an Irish SME. This will be achieved through a project.


Appraise and understand how the digital age is disrupting the traditional marketing framework. This will be acheived through indepth case studies.


Interpret and recommend digital marketing management decisions in the context of industry analaysis, competitive strategy and strategic capability.

Teaching and Learning Strategies

All lectures involve much discussion so as to allow the student to demonstate critical thinking around the readings, podcasts, guest lectures etc..

Module Assessment Strategies

Students are given one 50% project which examines all of the learning outcomes in both a theoretical and practical setting.

Students sit an end of semester exam which measures all of the learning outcomes.

Repeat Assessments


Indicative Syllabus

  • The Digital Marketing Concept
  • Competitive Advantage
  • Developing a Global Business Strategy
  • The user innovation revolution
  • Best Practice integrated marketing strategies.


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 Project Project Project 50 % 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 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified lecture 2 Weekly 2.00
Tutorial Not Specified Tutorial 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. By. Damian Ryan. 3rd Edition. Kogan. 2014.

The Best Digital Marketing Campaigns in the World 2. Damian Ryan. Kogan 2014.

Digital Marketing Strategy, Implementationa and Practice: Chaffey et al. 2012.

Other Resources

Students are given access to a database of over 100 articles from souces mentioned above. These are continually updated.