MKTG08044 2016 Digital Marketing Strategy 2

General Details

Full Title
Digital Marketing Strategy 2
Transcript Title
Digital Marketing Strategy 2
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_BSPOR_H08 201900 Bachelor of Business (Honours) in Sport with Business SG_BTOUR_K08 202100 Level 8 Honours Degree Add-on in Tourism with Event Management SG_BSPOR_K08 202100 Level 8 Honours Degree Add-on in Sport with Business 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 SG_BSPOR_H08 202100 Bachelor of Business (Honours) in Sport with Business

This module illustrates how 'the internet of things' has fundamentally changed the business environment. The module highlights the importance of digital acceptance and indeed championing  by the C suite, looking in depth at such key areas as ROI, Digitizing the Consumer Decision Journey, Branding, the Marketing Mix and the Digital Value Chain. Demonstrating that many companies are still treating digital as an addendum rather than an integral part of strategy , the module highlights that those companies who do so, do so at their peril.


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 integral role of digital in overall strategy.


Understand how to measure the ROI of Social Media Marketing and be able to illustrate this.


Appreciate the role of the Digital Consumer Journey in defining consumer touch points .


Demonstrate the role of Digital on key strategic frameworks such as the value chain.


Critically evaluate the role of digital in the marketing mix, paying particular attention to branding in the digital world.

Teaching and Learning Strategies

Lectures are discussion based around articles, podcasts, guest speakers, etc.. . Students carry out a project which is designed to demonstrate their understanding of the theory and its applicability in a practical context.

Module Assessment Strategies

Students carry out a project which varies from year to year. This has in the past involved them working with the Business Innovation Center and the Chamber of Commerce  - both presenting and carrying out a Q and Q for companies.

Repeat Assessments


Indicative Syllabus

Measuring the ROI of Digital.

The Digital Consumer Decision Journey.

Branding in the Digital World

Digital and the Marketing Mix

The impact of Digital on the Value Chain

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 1,2,3,4,5,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 exam Final Exam Closed Book Exam 50 % End of Semester 1,2,3,4,5,6

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

Required & Recommended Book List

Recommended Reading
2014-03-28 The Best Digital Marketing Campaigns in the World II Kogan Page
ISBN 0749469684 ISBN-13 9780749469689

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than print advertising in the US. Social network advertising spending is expected to increase to a staggering $9.8 billion by 2016 in a bid to attract today's media-savvy consumer.

Following the success of the first book in the series, this second volume of The Best Digital Marketing Campaigns in the World highlights 40 brand new campaigns and assesses what they achieved and the business lessons learned. A practical and insightful book, it explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan presents an international collection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds.

The book covers a wide range of world-class award winning campaigns, including household names such as Coca-cola, Red Bull, Harley Davidson, and the most successful viral video of 2012. This new volume is a must-read guide for all marketers looking to embrace the new digital landscape.

Recommended Reading
2012-07-01 Digital Marketing: Strategy, Implementation and Practice Pearson Education
ISBN 0273746103 ISBN-13 9780273746102

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

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