Digital Marketing
5 ECTS credits
The aim of this module is to give international learners the knowledge and understanding of the role and function of digital marketing in the Irish market and the tools to plan, implement, analyse and evaluate a digital marketing campaign.
On successful completion of this module learners should be able to:
1. Describe the Irish Digital Marketing landscape and its future trends.
2. Identify the theories, roles and functions of the main digital channels and social media
3. Recognise the importance and features of digital marketing in the context of the wider marketing communications function.
4. Discuss the relationship between digital marketing and consumer trends in behaviour & media usage.
5. Explain how the main theories, concepts, techniques and applications of digital marketing can be effectively developed to plan and implement a digital marketing strategy in the Irish market.
Course Content
Session 1
An overview of digital marketing in Ireland as part of the wider marketing function. Future trends and their impact on marketing tactics. Understanding the concept of ‘online’, ‘offline’ communication tools.
Session 2
Digital Marketing campaign planning. Aligning business objectives, strategy and tactical solutions. Choosing the most effective channels. Creating an integrated digital marketing plan, costing and resourcing.
Session 3
Consumer behaviour, trends, media usage and media consumption. Target audience research and persona development.
Session 4
Social Media. Social media marketing, overview of Facebook, Twitter, Linkedin, Youtube, Snapchat and other emerging social media. Building brand awareness and increasing website traffic.
Session 5
Mobile Marketing. Overview of smart phones, tablets and mobile devices. Mobile consumer behaviour. Mobile channels, performance and measurement. Integrated case study.
Session 6
Search Engine Optimisation. Search engine ranking criteria, keyword research, on-page and off-page optimisation, creating back links.
Session 7
Pay Per Click. Planning, creating and implementing ad words campaigns. Measuring and iteration.
Session 8
Website Analytics. Google analytics, definitions and account set-up. Tracking offline and online campaign activity. Customer navigation and KPI’s.
Session 9
Email Marketing. Developing email strategy and how it fits with other digital marketing tools. Database strategy and data protection. Email design, content, email delivery and reporting.
Session 10
Course Review and Exam Preparation. Syllabus overview, case studies reviewed, exam techniques and study methods.
assessment plan
Class participation: 10%
Midterm case study presentation: 45%
Final exam: 45%
Reading Lists and Other Resources
Knight, W., 2015. Think Digital First. Filament Publishing.
Ryan, J., 2010. A History of the Internet and the Digital Future. Reaktion Books.
Dennis, E.E. and Merrill, J.C., 2006. Media debates: Great issues for the digital age.
Creeber, G. and Martin, R., 2008. Digital culture: Understanding new media: Understanding new media. McGraw-Hill Education (UK).
Chiera, M. 2018. Digital Marketers Sound Off: Tips, Tactics, Tools and Predictions. Great Britain: Amazon.
Ryan, M.L., Emerson, L. and Robertson, B.J. eds., 2014. The Johns Hopkins guide to digital media. JHU Press.
Miller, D., 2017. Building a storybrand: clarify your message so customers will listen. HarperCollins Leadership.