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MRKT8008 - Strategy for Digital Marketing

Title:Strategy for Digital Marketing
Long Title:Strategy for Digital Marketing
Module Code:MRKT8008
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Pio Fenton
Module Author: Zahid Aslam
Module Description: This module will allow the student, with guidance, to develop an outline digital marketing strategy for an organisation. Material covered includes environmental analysis, objective identification, operational planning with emphasis on resource constraints and KPIs. Participants will focus on the strategic challenges of "always-on" engagement as a key component of the shift to digitized businesses.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Conduct situational analysis and market research.
LO2 Profile and benchmark competitors using the marketing output of a company as a comparative.
LO3 Formulate and analyse key metrics and analytics to measure digital marketing effectiveness from a strategic perspective.
LO4 Compose action plans that support the implementation of successful digital marketing strategies.
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
Environmental Analysis
Baseline analysis of existing traditional and digital marketing activities. Competitive Audit. Understanding of resource constraints.
Campaign Objectives Identification
Objectives, Goals and Strategies
Operational Planning And Tactics
Action plan for the use of appropriate tools which might include Website redesign, pay-per-click and display advertising, search engine optimisation and social media planning. Setting the budget and giving due consideration to other resource constraints.
KPIs & Metrics
Return on Investment, Conversion and other KPIs that reflect Objectives and Goals.
Legal Framework & Ethics
EU laws on data privacy and cookies. Hacking and ways of keeping data safe. Ethical frameworks for online activity.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project - students will devise a digital strategy for a real-world company. Assessment is presented as a presentation and a written report. 1,2,3,4 80.0 Sem End
Written Report Report on group interaction and work. This will be assessed by Peer Assessment. 1,2,3,4 10.0 Sem End
Reflective Journal One short piece of content, published on a public platform (example: LinkedIn) that reflects some of the student's learning from the course. 1,2,3,4 10.0 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 No Description 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) No Description 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 No Description 1.5 Every Week 1.50
Independent & Directed Learning (Non-contact) No Description 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]
  • Damian Ryan, Calvin Jones, 2012, Understanding Digital Marketing [ISBN: 9780749464271]
  • Marian Burk Wood 2013, Essential Guide to Marketing Planning [ISBN: 0273773631]
Supplementary Book Resources
  • A.C. BURNS,, Marketing Research [ISBN: 9780137135998]
  • Vipin Mayar, Geoff Ramsey, 2011, Digital Impact [ISBN: 9780470905722]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Marketing
  • Journal: Journal of Targeting, Measurement & Analysis for Marketing
  • Journal: Journal of Digital and Social Media Marketing
  • Journal: Journal of Social Media
  • Journal: Journal of Direct, Data and Digital Marketing Practice
  • Journal: Journal of Marketing Research

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMRK_8 Certificate in Digital Marketing 1 Mandatory
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