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MRKT8003 - Digital Marketing Management

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Title:Digital Marketing Management
Long Title:Digital Marketing Management
Module Code:MRKT8003
 
Duration:1 Semester
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Pio Fenton
Module Author: COLETTE MMURPHY
Module Description: Digital marketing engages customers personally across channels and devices. This module will enable the student to the analyse, create and curate content across a range of digital platforms on behalf of national and international brands or companies.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Assess how consumers are utlising various digital platforms such as social networking sites, blogs, forums and websites to create, modify, share and discuss web content.
LO2 Manage the creation and curation of content on social media.
LO3 Create and curate digital marketing content online using blogging technologies.
LO4 Design a digital marketing strategy that would be appropriate for a brand either in an Irish or international context.
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
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
Social Media Marketing
Social media tools such as Facebook, Twitter etc
Blogging
Creating and curating content using blogging technologies.
Digital Marketing Strategy
Digital marketing design and implementation planning.
Digital Marketing Presentation Skills
Presenting and defending digital marketing plans with the aid of new media.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Social Media and Blogging assignment 1,2,3 50.0 Every Second Week
Project Digital marketing project 1,4 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 instruction 2.0 Every Week 2.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Independent and Directed Learning 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 instruction 1.0 Every Week 1.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Independent and Directed Learning 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 2016, Digital Marketing, 6th Ed., Pearson Essex, UK [ISBN: 1292077611]
Supplementary Book Resources
  • Tracy L. Tuten & Michael R.Solomon. 2015, Social media marketing, Thousand Oaks; Sage Publications [ISBN: 9781473913004]
  • Damian Ryan. 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd Ed., Kogan Page London [ISBN: 0749471026]
  • Damian Ryan, Calvin Jones,, Understanding Digital Marketing, Kogan Page Philidelphia [ISBN: 9780749464271]
Recommended Article/Paper Resources
  • Chanavat and Desbordes 2014, Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012., : International Journal of Sports Marketing & Sponsorship, Apr2014, Vol. 15 Issue 3, p151-160. 10p. [ISSN: 1464-6668]
  • Kietzmann and Canhoto 2013, Bittersweet! Understanding and Managing Electronic Word of Mouth., Journal of Public Affairs, May2013, Vol. 13 Issue 2, p146-159. 14p.
  • Botha and Reyneke 2013, To share or not to share: the role of content and emotion in viral marketing., Journal of Public Affairs, May2013, Vol. 13 Issue 2, p160-171. 12p.
  • Akar and Topcu 2011, An Examination of the Factors Influencing Consumers’ Attitudes Toward Social Media Marketing, Journal of Internet Commerce, 10:35–67 [ISSN: 1533-2861]
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_OCULE_8 Bachelor of Business (Honours) in Culinary Entrepreneurship 1 Mandatory
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 5 Mandatory

Cork Institute of Technology
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Email: help@cit.edu.ie