MKT42200 Digital Marketing

Academic Year 2021/2022

The aim of the Digital Marketing module MKT42200 is to help students navigate the complexities of today’s marketing and media landscape; to better understand the challenges of engaging with the connected consumer and the strategic implications for brands marketing in a digital age.

The module goal is to encourage students to think strategically, using digital resources to bring brands to life, target & engage their audiences.

Understanding the consumer purchase journey, both online & offline is essential for effective marketing strategy. This course provides students with an understanding & knowledge of the role of digital marketing within the development & deployment of marketing strategy. A practitioner-led module, it will show students how to plan an online marketing communications campaign. It will also show how to leverage a company’s presence on social media platforms to generate connections, build relationships and boost bottom line profits.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

The course gives you the knowledge to create a focused strategy; develop insight-based creative activations, all underpinned by rigorous data-smart performance management to deliver an impactful consumer-centric brand programme.

Learning Outcomes:
1. Understand the changing mix of marketing communications from traditional to online
2. How to develop and integrated marketing communications strategy including digital marketing.
3. Develop practical skills in applying digital technologies
4. Students will be able to demonstrate their understanding of the Owned, Earned, Paid & Shared digital media ecosystem and how best to optimise, activate & leverage these spaces to deliver brand success.

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Individual Assignment: Week 12 n/a Graded No


Assignment: Individual Mini assignment - submitted online. Week 6 n/a Graded No


Group Project: Group Project:
Project based assignment to be submitted online.
Week 9 n/a Graded No


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Online individual feedback on assignment. Discussion feedback, individual or class available on request.

Name Role
Ms Nuala Doyle Tutor

Discover our Rankings and Accreditations