Registry

Module Specifications

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

Module Title Digital Marketing Strategy
Module Code MG5115
School DCUBS
Online Module Resources

Module Co-ordinatorSemester 1: Naoimh O'Reilly
Semester 2: Naoimh O'Reilly
Autumn: Naoimh O'Reilly
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
This module is designed to introduce students to the principles of marketing in the digital context

Learning Outcomes
1. Critically analyse emerging platforms in the digital arena
2. Identify the characteristics of web 2.0 and implications for marketing communications.
3. Evaluate the role of digital marketing in the promotional mix
4. Select the appropriate tools for digital communications;
5. Develop appropriate metrics to measure the efficacy of digital media campaigns



Workload Full-time hours per semester
Type Hours Description
Lecture24Mix of lecture and seminars
Group work26Preparation of group project
Moodle discussion20Online discussion of current topics
Directed learning40Preparation of Course Required Materials
Examination20Examination Preparation
Independent learning time20Independent Learning
Total Workload: 150

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
The Digital Landscape.
Web 2.0. The current environment in Ireland, Europe and Internationally. Key and emerging trends.

This is Social Media.
The current social media tool-box (Blogs, Facebook, LinkedIn, Flickr, YouTube, Twitter, FourSquare..) key trends and future directions.

Why it's not just facebook.
Integrated camapign management, cross media efficacy.

Building Customer Engagement.
A strategic view of customer engagement, CRM.

Now, where did I put that....
Strategic SEM and SEO, designing for the next generation of search.

Email and Mobile Marketing.
Permissison based marketing, email applied. Current mobile techniques, future directions.

Legal and Ethical framework.
Development of the legal framework around digital marketing. Rights and responsibilities of the digital marketer.

Assessment Breakdown
Continuous Assessment40% Examination Weight60%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentStudents will be asked to work on the digital element of an IMC Campaign30%Once per semester
OtherClass Participation & Moodle Discussion (Individual)10%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
  • Brian Solis, Ashton Kutcher (Foreword): 2010, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Wiley,, Hoboken, New Jersey, 9780470571095
  • Erik Qualman,: 2009, Socialnomics, Wiley,, Hoboken, New Jersey, 9780470477236
  • Seth Godin: 1999, Permission marketing, Simon & Schuster, New York, 0684856360
Other Resources
None
Array
Programme or List of Programmes
MMKMSc in Marketing
Timetable this semester: Timetable for MG5115
Date of Last Revision22-SEP-11
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