MKT46070 Digital Marketing

Academic Year 2023/2024

Digital marketing is an important component in the marketing landscape and now makes up the most significant proportion of the marketing mix for many companies and organisations.

This course provides the theoretical knowledge, strategic underpinnings and practical insights for integrating digital marketing into the marketing mix, then monitoring and measuring the results of these efforts. This course is designed as a hands-on experience where you will actively create a website, content, manage a digital presence and measure the effect of your digital marketing efforts. This module is seen as a core competency for students moving into marketing roles in the workplace.

Show/hide contentOpenClose All

Curricular information is subject to change

What will I learn?

Learning Outcomes:

At completion of this module, the student should be able to:

- Undertake digital research and audit of a website
- Develop and plan an integrated digital marketing campaign using the correct mix of digital marketing channels.
- Understand how search engines work and use this knowledge to improve organic search rankings for a website
- Understand the digital media ecosystem (Paid, PPC, Owned, Earned)
- Build distinctive digital messaging and assets
- Set advertising budgets, decide channel mix and weighting
- Use social media channels strategically
- Report findings to stakeholders in an appropriate business report format

Indicative Module Content:

- Introduction to Digital Marketing
- Website establishment & audits
- Analytics, Attribution & Measurement
- Search Engine Optimization (SEO)
- Content Marketing Strategy
- Social Media Marketing
- Digital Advertising (SEM, PPC)
- Digital Advertising (Display, Mobile)
- Integrated Marketing Strategy
- Strategic Planning
- Affiliate and Influencer Marketing / Ethics

How will I learn?

Student Effort Type	Hours
Lectures	36
Practical	34
Autonomous Student Learning	30
Total	100

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Group Project: Group Assignment - submitted online & recorded/presented	Week 9	n/a	Graded	No	40
Assignment: Industry Certification x 2 - Individual	Varies over the Trimester	n/a	Graded	No	20
Assignment: Individual Assignment	Coursework (End of Trimester)	n/a	Graded	No	20
Class Test: Quizzes x 2	Varies over the Trimester	n/a	Alternative linear conversion grade scale 40%	No	20

Carry forward of passed components
No

What happens if I fail?

Remediation Type	Remediation Timing
In-Module Resit	Prior to relevant Programme Exam Board

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
• Self-assessment activities

How will my Feedback be Delivered?

Not yet recorded.

When is this module offered?


There are no rows to display