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MRKT6022 - Digital Marketing & Analytics

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Title:Digital Marketing & Analytics
Long Title:Digital Marketing & Analytics
Module Code:MRKT6022
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: COLETTE MMURPHY
Module Description: This module will provide students with an introduction to digital marketing principles and practice. They will also develop a competency in assessing and formulating SEO plans for websites, along with developing practical web analytics skills. The assessment of this module is linked to Digital Innovation & The Web.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Describe the digital marketing environment and how marketers are reaching consumers on digital platforms.
LO2 Create social media content using contemporary social media marketing techniques.
LO3 Outline the role of Search Engine Optimization, including tools and strategies for best practice.
LO4 Explore key web analytics concepts to measure digital performance.
LO5 Apply strategies to interpret web analytics data and to interpret the customer journey.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT 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
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules 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
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Introduction to Digital Marketing
The role of digital in the marketing environment. The relationship between online and offline advertising. Targeting the digital consumer. Successful digital marketing campaigns.
Social Media Marketing
Contemporary social media marketing techniques. Social marketing content creation in lab based classes. Data gathered by social media platforms.
Search Engine Optimization
The fundamentals of SEO and its role in driving relevant traffic to a website. Leveraging SEO tools and strategies to increase page rank and traffic.
Web Analytics
The principles of digital analytics. The importance of analytics in evaluating digital marketing performance and identifying areas for improvement.
Interpreting Web Analytics
Digital analysis techniques. Collecting and interpreting actionable data to drive insights, understand the customer journey and reach digital marketing decisions.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Project assessing digital marketing and social media knowledge, typically using a digital communication platform in the form of a webinar. Brief given in week 3. 1,2 50.0 Week 7
Project Project / case study applying knowledge of SEO and web analytics to a website the student has created. This assessment is linked to Digital Innovation & The Web. Brief given in week 8. 3,4,5 50.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lectures on the theory and concepts of digital marketing, SEO and web analytics 2.0 Every Week 2.00
Lab Labs covering practical digital marketing and web analytics applications 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Independent study to meet learning outcomes of module 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lectures on the theory and concepts of digital marketing, SEO and web analytics 1.0 Every Week 1.00
Lab Labs covering practical digital marketing and web analytics applications 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Independent study to meet learning outcomes of module 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Gary Angel 2015, Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st Ed., Pearson FT Press [ISBN: 978-013419508]
  • Dave Chaffey, Fiona Ellis-Chadwick 2016, Digital Marketing, 6th Ed., Pearson [ISBN: 1292077611]
Supplementary Book Resources
  • Ira Kaufman, Chris Horton 2014, Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students, 1st Ed., Routledge [ISBN: 9780415716758]
  • Tracy L. Tuten & Michael R.Solomon. 2015, Social media marketing, 2nd Ed., Thousand Oaks; Sage Publications [ISBN: 9781473913004]
  • John Head 2015, Pro WordPress Marketing and Search Engine Optimization, Apress [ISBN: 9781430268000]
  • Adam Clarke 2016, Search engine optimization 2017: Learn SEO with smart internet marketing strategies, 1st Ed., CreateSpace Independent Publishing [ISBN: 9781539151142]
Recommended Article/Paper Resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBISY_8 Bachelor of Business (Honours) in Information Systems 4 Mandatory

Cork Institute of Technology
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