H9DIGMKT: Digital Marketing

Title: Digital Marketing APPROVED

Long Title: Digital Marketing

Module Code: H9DIGMKT

Credits: 5

NFQ Level: LEVEL 9

Field of Study: Marketing and advertising

Module Delivered in no programmes

Module Coordinator: MICHAEL BANE

Module editor: MICHAEL BANE

Module Description: no description provided

Learning Outcomes

On successful completion of this module the learner will be able to:

LO1 Develop an insightful appreciation of key digital developments, their scope and impact on contemporary marketing functions.

LO2 Critically assess the key business formats delivered by the digital economy and consequent strategic models and options
available for marketers.

LO3 Collate and analyse the key criteria required for formulating an effective Internet marketing plan, devising appropriate
eMarketing strategies and communications in a multi-channel environment

LO4 Critically evaluate best practice in web design, copy writing and content development

LO5 Demonstrate an acute awareness of legal requirements, codes of conduct and ramifications in relation to online security,
privacy and confidentiality

Pre-requisite learning

Module Recommendations
This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named
NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named
module(s).

No recommendations listed

Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if
you have not acquired the learning specified in this section.

No requirements listed
 H9DIGMKT: Digital Marketing

Module Content & Assessment

Indicative Content

Principles and Drivers of the New Marketing Environment

• The Evolution of the Internet • Online Environment and the Modern Economy • Contemporary Issues and Challenges for Marketers

Strategies and Models for the Virtual Environment

• Business Categories • Business Models • Strategy and Options in the 21st Century

Online Marketing Planning

• eMarketing Plans • Online Planning Conventions • Understanding Change in the Digital Age • Multi-Channel Marketing • Online Marketing
Mix

Online Customer Behaviour

• Online Customer Expectations • Online B2C Customer Behaviour • Online B2B Customer Behaviour

Search Engine Marketing & Online Marketing Research

• Brief History of Search Engines • How Search Engines Work • Search Engine Optimisation • Revenue Models • Online Marketing
Research • Newsgroups, Blogs, Online Forums • Multi-modal Research

Permission Marketing & Personalisation

• Evolution of Relationship Marketing & CRM • Permission Marketing • Personalisation, Privacy and Trust

eMarketing Mix Principles

• Online Product Attributes and Implications • Branding Dimensions • Online Pricing Methods, Strategies & Tactics • Online Communications
Mix o Growth of the Digital Promotional Mix o Alignment with Traditional Communication Tools o Integrating Multi-Channel Strategies o
Social Media and the New Rules of Promotions • Online Distribution Models • Traditional Operations Moving Towards Online • Supply Chain
Management and eMarketing • eProcurement and Dominant Technologies

Online Marketing Legal Issues

• Electronic Information and Confidentiality • ePayment Systems & Electronic Information Security • Data Protection and the Regulatory
Framework

Assessment Breakdown %

Coursework 50.00%

End of Module Assessment 50.00%

Coursework 50.00%

End of Module Assessment 50.00%

End of Module Assessment 100.00%

Full Time

Coursework

Assessment Type Assessment Description Outcome % of Assessment

addressed total Date

Assignment n/a 50.00 n/a

End of Module Assessment

Assessment Type Assessment Description Outcome % of Assessment Date

addressed total

Terminal Exam End-of-Semester Final Examination 50.00 End-of-Semester

No Workplace Assessment

NCIRL reserves the right to alter the nature and timings of assessment
 H9DIGMKT: Digital Marketing

Module Workload

Workload: Full Time

Workload Type Workload Description Hours Frequency Average

Weekly
Learner
Workload

Lecture No Description 2 Every 2.00

Week

Total Hours 2.00

Total Weekly Learner Workload 2.00

Total Weekly Contact Hours 2.00

Workload: Part Time

Workload Type Workload Description Hours Frequency Average

Weekly
Learner
Workload

Lecture No Description 2 Every 2.00

Week

Total Hours 2.00

Total Weekly Learner Workload 2.00

Total Weekly Contact Hours 2.00

Module Resources

Recommended Book Resources

Dann & Dann 2011, E-Marketing: Theory & Application, Palgrave Macmillan [ISBN: 9780230203969]

Supplementary Book Resources

Qualman, E 2009, Socialnomics: How Social Media Transforms the Way We Live and Do Business, John Wiley and Sons
Scott, David Meerman 2011, The New Rules of Marketing and PR, John Wiley & Sons
Paine, K. D. 2011, Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key
Relationships, Wiley
Vaynerchuk Gary 2011, The Thank You Economy, Harpur Collins Publishers

This module does not have any article/paper resources

This module does not have any other resources