Site Navigation

MRKT8005 - Digital Marketing Environment

Title:Digital Marketing Environment
Long Title:Digital Marketing Environment
Module Code:MRKT8005
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 3 programme(s)
Module Coordinator: Pio Fenton
Module Author: Zahid Aslam
Module Description: This module explores marketing in the digital context. It enables students to gain an appreciation of how digital and mobile technologies have fundamentally changed key aspects of marketing. Upcoming trends in digital marketing, and the increased focus that digital marketing has placed on data analysis, are also discussed.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Present a high-level overview of the main components of the digital marketing environment.
LO2 Describe the impact of digital technologies on consumer behaviour.
LO3 Classify marketing communications under a 'paid, owned and earned' schema and websites by their revenue objectives.
LO4 Identify the main tactics used by Digital Marketers and show how these tactics relate to one another.
LO5 Evaluate the likely future trends in digital marketing and how they could influence a marketing strategy in the short to medium term.
LO6 Explain the increased role that digital has placed on Marketing Analytics and analyse data to further the understanding of a website's audience, growth rates and other key metrics.
Pre-requisite learning
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

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
No Co Requisites listed

Module Content & Assessment

Indicative Content
Principles and Drivers of the Digital Marketing Environment
The digital marketing environment is explored and contrasted with traditional marketing. Integration of digital marketing in wider marketing mix.
Digital Marketing Tactics
The main tactics used by digital marketers to attract and retain clients, including Social, SEO, Paid Advertising and Email and the relationship between these. Classifying media as Paid, Owned and Earned and exploring how each can be used to benefit the other.
Digital Consumer Behaviour
Digital Consumer Expectations. Business to consumer digital behaviour. Business to business digital behaviour.
Marketing Communications in a Digital Landscape
Permission-based marketing. Personalisation & Localisation. eCRM and Marketing Automation. Digital story-telling.
Mobile technologies
Growth of mobile. Mobile marketing communication methods and consumer beahviour on mobile. Apps vs websites and responsive website design.
Future trends in digital marketing
Social sharing and C2C. Growth of graphic mediums. Micro-location based marketing.
Data Analysis
Understanding a website's KPIs and how to measure ROI. Web analytics packages including Google Analytics. Key website usage concepts including Users, Sessions and Page Views. Acquiistion channels and their various success rates. Goals and conversion rates.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Individual essay on a marketing campaign or digital marketing technology. 1,2,3,4,5 75.0 Week 6
Short Answer Questions Demonstrate an understanding of how to use Google Analytics and how to analyse the data to futher understanding of how a website is performing. 5 25.0 Week 12
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 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Study. Journal articles, case studies. 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 Class based tuition 1.5 Every Week 1.50
Independent & Directed Learning (Non-contact) Journal articles, case studies. 5.5 Every Week 5.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50

Module Resources

Recommended Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer, 2012, Digital Marketing [ISBN: 9780273746102]
Supplementary Book Resources
  • Damian Ryan, Calvin Jones, 2009, Understanding Digital Marketing [ISBN: 9780749464271]
  • Dan Zarrella, Alison Zarrella, 2011, The Facebook Marketing Book [ISBN: 9781449388485]
  • Martin Hill-Wilson (Author) , Carolyn Blunt (Author) 2013, Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation [ISBN: 1118662679]
  • Vipin Mayar, Geoff Ramsey, 2011, Digital Impact [ISBN: 9780470905722]
  • Brent Dykes 2012, Web Analytics Action Hero, Pearson [ISBN: 9780321794017]
Recommended Article/Paper Resources
  • Erkan Akar, Birol Topcu 2011, An Examination of the Factors Influencing Consumers’ Attitudes Toward Social Media Marketing, Journal of Internet Commerce, 10:35–67, 2011 [ISSN: 1533-2861]
Supplementary Article/Paper Resources
  • Adam S. Acar, Maxim Polonsky 2007, Online Social Networks and Insights into Marketing Communications, Journal of Internet Commerce, Vol. 6(4)
  • Vinerean, Simona, Cetina, Iuliana, Dumitrescu, Luigi, Tichindelean, Mihai 2012, The Effects of Social Media Marketing on Online Consumer Behavior., International Journal of Business & Management, Vol. 8 Issue 14, 66-79 [ISSN: 1833-3850]
  • Mohammadian, Mahmoud, Mohammadreza, Marjan 2012, Identify the Success Factors of Social Media (Marketing Perspective), International Business & Management., Vol. 4 Issue 2,, 58-66. [ISSN: 1923-841X]
  • Katherine Taken Smith 2012, Longitudinal study of digital marketing strategies targeting Millennials, Journal of Consumer Marketing, Vol. 29 Iss: 2,, 86-92 [ISSN: 0736-3761]
  • Truong, Yann, Simmons, Geoff 2010, Perceived intrusiveness in digital advertising: strategic marketing implications., Journal of Strategic Marketing., Jun2010, Vol. 18 Issue 3, 239-256. [ISSN: 0965-254X]
Other Resources
  • Website: Recommended: Google Analytics Academy
  • Website: http://www.mckinsey.com/insights/digital _enterprise
  • Website: www.siliconrepublic.com
  • Website: www.clikz.com/category/marketing/trends
  • Journal: Journal of Direct, Data and Digital Marketing Practice
  • Journal: Journal of Interactive Marketing
  • Website: http://www.washingtonpost.com/business/t echnology
  • Website: www.forbes.com/technology
  • Journal: International Journal of Mobile Marketing
  • Journal: Journal of Marketing
  • Journal: Journal of Marketing Communications
  • Journal: Journal of Strategic Marketing
  • Journal: Journal of Targeting, Measurement & Analysis for Marketing
  • Journal: Journal of Consumer Behaviour
  • Journal: Journal of Digital and Social Media Marketing
  • Journal: Journal of Social Media
  • Website: Web Analytics World
  • Website: Google Analytics official Blog
  • Website: Web Trends - Section on Analytics
  • Website: Hubspot - Analytics Library

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMRK_8 Certificate in Digital Marketing 1 Mandatory
CR_BPRNM_9 Master of Arts in Public Relations with New Media 1 Elective
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 1 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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