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MRKT9024 - Integrated Strategy & Planning

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Title:Integrated Strategy & Planning
Long Title:Integrated Strategy & Planning
Module Code:MRKT9024
 
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 gives students the opportunity to synthesise theory and practice in order to deliver a digital marketing strategy. Emphasis is placed on taking a strategic approach to combining digital channels and on building plans to target the consumer throughout their journey.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Synthesise theory and practice to deliver strategic digital marketing projects.
LO2 Analyse strategic alternatives to achieve digital success for a given business / industry sector.
LO3 Evaluate options to effectively reach the target consumer and develop appropriate action plans.
LO4 Formulate and justify a comprehensive digital marketing strategy for a given company.
LO5 Assess how digital innovations are influencing advertising and marketing strategies.
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
Digital Marketing Analysis
Analysis of the strategies, tools and concepts used to develop a strategic response to target the digital consumer.
Mapping the Digital Consumer
Mapping the needs of the consumer at different stages of their lifecycle to the most appropriate digital channels.
Digital Marketing Strategy
The application of digital marketing strategy in organisations. Emerging trends and digital marketing strategy formulation.
Implementing the Digital Marketing Plan
Digital marketing planning, implementation and optimization.
Performance Measurement and Management
Metrics and key performance indicators to measure the success of digital marketing strategy.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Case analysis. Students will critically assess the digital strategy of a given business and recommend areas for improvement. 1,2,3,5 30.0 Week 7
Project Project to design and present a comprehensive digital marketing strategy. 1,3,4,5 70.0 Sem End
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 instruction 1.0 Every Week 1.00
Lab Computer lab based instuction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) 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 instruction 1.0 Every Week 1.00
Lab Computer lab based instuction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) 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
  • Simon Kingsnorth 2016, Digital Marketing Strategy: An Integrated Approach to Online Marketing, 1st Ed., Kogan Page Ltd [ISBN: 978074947470]
Supplementary Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick 2015, Digital Marketing, 6th Ed., Pearson Education Ltd United Kingdom [ISBN: 9781292077611]
  • Damien Ryan 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd Ed., Kogan Page Ltd London [ISBN: 0749471026]
Supplementary Article/Paper Resources
Other Resources
  • Journal: Journal of Direct, Data and Digital Marketing Practice
  • Journal: Journal of Digital and Social Media Marketing
  • Journal: Journal of Social Media
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMAS_9 Masters of Science in Digital Marketing Strategy 3 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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