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MKT30120

Academic Year 2026/2027

Digital Marketing (MKT30120)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
Module Coordinator:
Dr Katie Nguyen
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module provides a comprehensive overview of the fundamentals of digital marketing. The focus of the course examines how businesses can use the Internet and other digital media technologies to support their marketing goals. The module introduces participants to digital marketing principles, strategy development and digital marketing implementation and practice including social media marketing techniques.

About this Module

Learning Outcomes:

On completion of this module students should be able to:
- Understand the psychology of online consumers.
- Understand the impact of digital on traditional marketing strategy.
- Evaluate and apply theoretical concepts and frameworks to practical online marketing activities.
- Successfully measure the impact of digital marketing efforts.


The United Nations identified seventeen Sustainable Development Goals (SDGs) as core to the 2030 Agenda for Sustainable Development, and UCD contributes in general to SDG 4 Quality Education. Further SDGs explored within this module if relevant are listed below. A scale of 1 - 5 indicates the extent to which the SDG is covered.


 

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

54
Autonomous Student Learning

47
Lectures

24
Total

125

Approaches to Teaching and Learning:
Lecturers, discussions and in-class exercises. Students will actively create content, manage a digital presence and measure the effect of their digital marketing effort.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Incompatibles:
SMGT20220 - Digital Sports Marketing


 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Exam (In-person): Final Exam End of trimester
Duration:
1 hr(s)
 Alternative linear conversion grade scale 40% No
70
 No
Practical Skills Assessment: Digital Certification: Student will be required to complete one certification of your choice Week 8 Pass/Fail Grade Scale No
10
 No
Quizzes/Short Exercises: Students are required to take online quizzes on Brightspace. Week 6, Week 11 Alternative linear conversion grade scale 40% No
20
 No

As part of UCD's student support, under the Additional Consideration policy, extensions may be available for the following assessments in the module: Assignment (including essay/poster), Portfolio, Reflective Assignment, Report(s), and Individual Project.


Carry forward of passed components
No
 

Resit In Terminal Exam
Autumn No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 13:00 - 14:50
Spring Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 11:00 - 12:50
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