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DIGT06004 2022 Digital Marketing

General Details

Full Title
Digital Marketing
Transcript Title
Digital Marketing
Code
DIGT06004
Attendance
N/A %
Subject Area
DIGT - Digital
Department
BUS - Business
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Aine Doherty, Valerie McTaggart, Kerry Dolan, Aileen Brennan
Programme Membership
SG_BBUSI_C06 202200 Higher Certificate in Business in Business Studies SG_BBUSS_B07 202200 Bachelor of Business in General Business SG_BADMN_B07 202200 Bachelor of Business in Business Administration SG_BBUSL_C06 202200 Higher Certificate in Business in Business Administration SG_BBUSM_C06 202200 Higher Certificate in Business in Business Studies SG_BBUSG_B07 202300 Bachelor of Business in General Business SG_BADMN_C06 202200 Higher Certificate in Business in Business Administration
Description

The module will equip the learner with the practical skills to research, plan, create and publish both digital content and digital/social advertisements using popular PC and mobile applications. The learner will examine a number of popular social and digital platforms in order to evaluate which are best suited to the diverse audiences of today. The learner will also look at how digital marketing is encompassed within marketing and its role in achieving marketing objectives based on solid marketing planning and practices.

Learning Outcomes

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

1.

Differentiate between the various Digital Marketing techniques including SEM/SEO, E-mail marketing, Social Media Marketing, Mobile and Analytics.

2.

Identify best practice for Digital/Social Media Marketing highlighting potential legal/moral issues.

3.

Appreciate how the basic marketing principles are applied in a digital context and how to best apply these through digital marketing planning.

4.

Produce basic digital media content which can be incorporated into a company's marketing campaign including graphics, video and podcasts.

Teaching and Learning Strategies

This module is designed for full time learners. The teaching and learning strategy includes both computer labs and lectures. This will allow the learner the opportunity for hands-on computer-based practise while understand the theoretical requirement of the work. Moodle is used as a repository.

Module Assessment Strategies

This module is 100% continuous assessment. The students will work individually and in groups to complete digital/social campaigns incorporating digital content and advertisements which could be published across a variety of social and digital platforms.

Repeat Assessments

Students will have an opportunity to resubmit failed elements of the continuous assessment.

Indicative Syllabus

Digital Content:

  • Understand the various media formats available,
  • Research and contrast the current content distributed across popular digital platforms,
  • Apply simple design guidelines to content creation,
  • Plan, research and create content which can be published digitally in compliance with platform requirement.

Search Engine Optimisation and Advertising:

  • Plan, research and create advertisements across both social and digital platforms,
  • Understand SEO and how to be ranked higher in search engine results.

Digital Promotion:

  • Plan a Digital Marketing Campaign and identifying the digital audience,
  • Differentiate between the various Mobile platforms available and how to market on mobile devices,
  • Plan an effective Social Media Marketing Campaign and understand the importance of Social Commerce.

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Digital Content Review & Creation Project Individual Project 40 % Week 7 1,2,4
2 Digital Campaign Project Individual Project 60 % Week 12 1,2,3,4
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Practical / Laboratory Computer Laboratory Computer Practical 2 Weekly 2.00
Lecture Tiered Classroom Digital/Social Media Theory 1 Weekly 1.00
Independent Learning Not Specified Self Directed Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
2022 Digital Marketing Excellence
ISBN 0367444755 ISBN-13 9780367444754

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Module Resources

Non ISBN Literary Resources

   

URL Resources

•https://support.google.com

•https://www.google.com/partners/

•https://landing.google.com/academyforads/

•https://moz.com/beginners-guide-to-seo

•www.websitegrader.com 

•HubSpot Marketing Blog

•Search Engine Land

•Search Engine Watch

•Backlinko

•The Webmaster

  • Google Skillshop.
  • McKinsey Quarterly.
  • Harvard Business Review.
  • Hootsuite.
  • MailChimp.
Other Resources
  • Youtube tutorials.
  • Hubspot resources.
  • Google Analytics Help Centre.
  • Asana.
Additional Information

None.