Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Digital Marketing
Module Code	MG329
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Naoimh O'Reilly Semester 2: Naoimh O'Reilly Autumn: Naoimh O'Reilly
Module Teacher	Pierre McDonagh
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

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Learning Outcomes

1. Evaluate the extent to which digital media changes existing marketing models and how new models and strategies can be applied to exploit the media effectively;
2. Identify the differences between online and offline consumer behaviour and the underpinning eCRM technology to support effective relationship marketing online;
3. Demonstrate how Social Media Marketing can be employed in both B2C and B2B contexts;
4. Develop tactical and strategic digital marketing plans;
5. Evaluate the political and ethical issues surrounding digital media and e-commerce operations.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	No Description
Assignment	6	Wikinotes
Assignment	12	Twitter
Assignment	48	GOMC
Examination	35	Exam Preparation
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Digital Marketing Fundamentals.
Introduction: Introduction to MG329, expectations and deliverables.Introduction to Digital Marketing – Web 2.0 perspectives; Digital LiteracyThe Digital Environment: Online market place analysis & models.. The rate of environment change. Social Factors, Legal and ethical issues of internet usage. Technological factors, Economic Factors and Political Factors.

Digital Marketing Mix: IMC Owned, Paid and Earned.
New Digital Media - SEM/ SEOSEM / SEO Defined. Paid Search Marketing - Planning, Managing & optimising campaigns. Adwords Quickstart Overview. Google Online Marketing Challenge.Mobile, QR, NFCQR (Quick Response) codes; NFC (Near Field Communications) as a means of payment; location based marketing and even old-fashioned SMS“Traditional” Digital TechniquesAffiliate Marketing and online partnerships,Email,Interactive Display Advertising,Earned: Using Social MediaViral and WOM in action. The Big 4: Facebook, Twitter, LinkedIn, Google+…How to initiate and manage your online conversations with customersOwned: Your WebsiteWebsite Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising. Using Google Analytics.

Managing Consumer Relationships.
Online Consumer Behaviour -Segmentation & TargetingSegmentation and Targeting Overview, Market Segmentation Bases and Variables. Targeting online customerse-CRM, Campaign Planning EvaluationKey concepts of e-CRM. Approaches to implementing e-CRM strategy, Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into overall plan. Performance Management..

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group assignment	GOMC: All students are required to work in groups of 4 and to develop, run and assess an adwords campaign over a 3 week period	20%	Sem 2 End
Group assignment	WikiNotes: Student groups are required to take classnotes and make these available to their colleagues in the day after the lecture	12%	Once per semester
Other	Twitter: Individual Assignment Students are required to tweet on the topic of each weeks class, following that class.	5%	Every Week
Other	Library: Information Resources. Students are required to take a library workshop on evaluating digital resources and to identify good and weak resources for the GOMC client.	3%	Every Week

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Chaffey et al: 2009, Internet Marketing, 4th, All, FT Prentice Hall, Essex, 9780273717409
Strauss and Frost: 2012, E-Marketing, 6th, Pearson, 9780132806466

Other Resources

None

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Programme or List of Programmes

BSSAO

Study Abroad (DCU Business School)

MINT

BSc Marketing, Innovation & Technology

Timetable this semester: Timetable for MG329

Date of Last Revision

21-SEP-11

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