MKTG08041 2016 Introduction to Digital Marketing

General Details

Full Title

Introduction to Digital Marketing

Transcript Title

Intro to Digital Marketing

Code

MKTG08041

Attendance

N/A %

Subject Area

MKTG - 0414 Marketing & Advertising

Department

BUS - Business

Level

08 - Level 8

Credit

05 - 05 Credits

Duration

Semester

Fee

€

Start Term

2016 - Full Academic Year 2016-17

End Term

9999 - The End of Time

Author(s)

Denise Lowe

Programme Membership

SG_BHRMS_K08 201600 Bachelor of Business (Honours) in Business in HRM Stream (Add-on) SG_BHRMS_K08 202100 Bachelor of Business (Honours) in Business in HRM Stream (Add-on) SG_BHRMS_K08 202200 Bachelor of Business (Honours) in Business with Human Resource Management

Description

This module aims to introduce students to the integral role of digital media within the strategy of an organisation. The module should lead to an appreciation and understanding of digital as the industry goes through a radical paradigm shift, leaving marketers racing to adapt to keep up with consumer demands. Through this module, learners will have the opportunity to develop a more holistic mindset toward the formulation and implementation of marketing strategy. The module recognises that, driven by the digital revolution, every element of brand engagement is changing, turning traditional marketing on its head. The module aims to demystify digital media and examine how they can be harnessed to shape consumer decision-making in predicatable ways.

Learning Outcomes

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

Demonstrate an understanding of the contribution of digital marketing within a contemporary business environment.
Appreciate the paradigm shift that is continually evolving in the marketing industry since the onset of the digital revolution.
Understand the role of digital in the marketing concept.
Comprehend the new landscape of consumer engagement.

Teaching and Learning Strategies

The case study method of teaching is used throughout the course as well as traditional lectures. PBL method will be employed for the project.

Module Assessment Strategies

50% exam

50% CA

Indicative Syllabus

The Digital Marketing Concept
The implications of the Digital Consumer Decision Journey.
The implications of Digital to the Marketing Mix
Measuring ROI

Coursework & Assessment Breakdown

End of Semester / Year Formal Exam

100 %

Coursework Assessment

	Title	Type	Form	Percent	Week
1	PBL	Project	Project	50 %	Week 15

End of Semester / Year Assessment

	Title	Type	Form	Percent	Week
1	Final Exam	Final Exam	Closed Book Exam	50 %	Week 21

Full Time Mode Workload

Type	Location	Description	Hours	Frequency	Avg Workload
Lecture	Flat Classroom	Lecture	2	Weekly	2.00
Tutorial	Flat Classroom	Tutorial	2	Weekly	2.00

Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Digital Marketing. Strategy, Implementation and Practice. Chaffey et al. 2012 5th Edition

URL Resources