MKTG09022 2016 Digital Marketing

General Details

Full Title
Digital Marketing
Transcript Title
Digital Marketing
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
09 - NFQ Level 9
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Ann Higgins, Alan Kelly
Programme Membership
SG_BMARK_M09 201600 Master of Science in Marketing SG_BMARK_M09 201900 Master of Science in Business in Marketing

Digital Marketing identifies the key issues in researching, planning, implementing and maintaining a digital marketing programme. The students will be apply to understand the various digital platforms, software and technical issues as well as theoretical underpinning of applying marketing ideology in this IT driven environment.


Learning Outcomes

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


Plan a digital marketing programme aligning this programme to pre-defined achievable company objectives



Research the digital marketing plan identifying customer types, digital market segments, trends and positioning



Comprehend the various digital media platforms available, their limitations, technical issues and best practise



Apply Design Guidelines using industry specific software to produce marketing material



Implement and maintain Digital Marketing Programmes, Customer Acquisition and Conversion Concepts plus overall Monitoring, Measurement and Management    

Teaching and Learning Strategies

This subject comprises both practical and theoretical elements and is assessed 50/50
The students are provided with a demonstration of practical elements which they must then explore and research to produce quality digital material suitable for publishing.
They are also provided with theoretical material which in many cases works hand in hand with the practical elements to provide a management overview of the topic

Module Assessment Strategies

Assessment is based on the exploration and research of practical material with the aim to produce meaningful digital content. The remaining 50%of the marks are for the final theory exam.

Repeat Assessments

Students will be expected to repeat any failed elements if they fail overall

Indicative Syllabus

1.       Overview: Evolution from Traditional Internet marketing.

·         Integration into Vertical Marketing line-up.

·         Digital Marketing's role within Marketing Mix.

·         Understanding the Digital Customer.

·         Emerging Media and Mobile advertising, Metaverses and Advergaming, On-line PR & Social Media.

·         Creativity & Brainstorming.

·         Project Planning and Management.


2.       Strategy: Define objectives (measureable goals).

·         Role of Digital Marketing within the business

·         Defined Code of Practice (Ethics)

·         Planning for Digital Development (Campaign Management and Control)

·         Defining the Customer (Geo-marketing, Communities, Activities, Niche and Individual)

·         Integrated Marketing Communications

·         Brand Awareness


3.       Investigate: Research existing campaigns and Case Studies

·         Customer Insights and Knowledge, Trends and Analysis

·         Segmentation, Targeting & Position

·         Payment, Security & E-commerce

·         Legal issues (global), Regulation


4.       Construction: Operations Management (servers, hosting, tracking)

·         Outsourcing

·         Platforms for various channels

·         Human Computer Interaction (HCI)

·         User Experience (UX) & Customer Experience (CX)

·         Design Guidelines

·         Understanding common Technical Issues


5.       Implementation: Customer Acquisition and Conversion Concepts in Digital Marketing

·         Search Engine Management (SEM)

·         Search Engine Optimisation (SEO)

·         Affiliate Marketing

·         Troubleshooting


6.       Maintenance:  Monitoring, Measurement and Management

·         Customer Management and Retention Concepts in Digital Marketing (eCRM)

·         Digital Marketing Auditing

·         Tracking

·         Financial ROI

·         Control

Content Creation

Graphics: Creating and editing promotional material which can be distributed digitally

Video: Video formats, capturing video material, editing and publishing

Web: Web editors, CMS and Social sites. Creating and editing material to improve the appearance and ranking of web based material

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 Graphic Content Creation Practical Project 20 % Week 5 2,4
2 Video Project Project Project 10 % Week 8 2,3,4
3 Website & SEO Project Project Project 20 % Week 12 2,3,4

End of Semester / Year Assessment

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

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Online Digital Marketing Theory 1.5 Fortnightly 0.75
Practical Online Computer Practical 1.5 Fortnightly 0.75
Independent Learning Online Self Directed Learning 2 Fortnightly 1.00
Total Online Learning Average Weekly Learner Contact Time 1.50 Hours

Required & Recommended Book List

Recommended Reading
December 4, 2015 Digital Marketing 6th Edition Pearson Education Limited:::: 6th edition

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


Other Resources


Irish Marketing Review

Journal of Direct, Data and Digital Marketing Practice (FormerlyInteractive Marketing)


Irish Times (Technology and Innovation sections)



Additional Information