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MRKT9026 - Digital Strategy Development

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Title:Digital Strategy Development
Long Title:Digital Strategy Development
Module Code:MRKT9026
  
Credits: 5
NFQ Level:Expert
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Vivienne Griffin
Module Description: This module reviews strategy in the context of Digital Marketing. It helps the student to understand the strategic business implications of digital marketing, to explore digital marketing communications tools and channels and to assess the impact of digital within integrated marketing communications.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critically analyse the role of digital marketing in strategic marketing planning and business strategy.
LO2 Critically evaluate the digital marketing mix and digital marketing communications tools.
LO3 Evaluate strategic options regarding digital marketing objectives.
LO4 Formulate strategies to understand and engage the digital consumer through market research.
LO5 Evaluate the relationship between various media and their impact on digital marketing strategy.
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
The Digital Context
Understanding the digital context and aligning with your business strategy. The impact of digital media and technology on the marketing mix.
Digital Marketing Communications and Channels
Strategic overview of digital marketing communications and channels to reach the consumer including paid, owned and earned techniques.
Digital Marketing Objectives
Setting strategic digital marketing objectives including lead generation, client acquisition, branding and retention.
Understanding the Digital Consumer
Understanding an organisation's target market and their various touchpoints with a product/company.
Integrated Marketing Communications
The relationship between online and offline media and their impact on digital marketing strategy.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Written report on the digital context and relevant communications tools and channels. 1,2,3 50.0 Week 7
Presentation Presentation on a digital marketing strategy topic, for example a critical evaluation of digital marketing objectives. 2,3,4,5 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 Class based lectures 1.0 Every Week 1.00
Lab Lab based instruction 1.0 Every Week 1.00
Independent Learning Reading, case study analysis 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based lectures 1.0 Every Week 1.00
Lab Lab based instruction 1.0 Every Week 1.00
Independent Learning Reading, case study analysis 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
  • Dave Chaffey, Fiona Ellis-Chadwick 2015, Digital Marketing, 6th Ed., Pearson Education Ltd United Kingdom [ISBN: 9781292077611]
Supplementary Book Resources
  • Simon Kingsnorth 2016, Digital Marketing Strategy: An Integrated Approach to Online Marketing, 1st Ed., Kogan Page Ltd [ISBN: 9780749474706]
  • Damien Ryan 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd Ed., Kogan Page London [ISBN: 0749471026]
Supplementary Article/Paper Resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMAS_9 Masters of Science in Digital Marketing Strategy 2 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie