MRKT9021 - Digital Advertising& Analytics

Title:Digital Advertising& Analytics
Long Title:Digital Advertising & Analytics
Module Code:MRKT9021
 
Duration:1 Semester
Credits: 5
NFQ Level:Expert
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2019/20 ( September 2019 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Vivienne Griffin
Module Description: This module helps students to utilise digital advertising tools and techniques and to deliver performance growth and management through the strategic use of insights and analytics.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Strategically assess digital advertising concepts, methods and platforms to develop innovative digital advertising campaigns.
LO2 Design a digital advertising campaign for a given website using relevant digital marketing strategies.
LO3 Appraise the key metrics/most common KPIs to measure digital advertising performance.
LO4 Conduct strategic analysis of digital campaigns using analytics tools.
LO5 Evaluate options to improve digital advertising performance and maximise return on advertising investment.
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
Digital Advertising Communications Tools
Selecting the right mix of digital advertising communications tools
Digital Advertising Campaign Creation
Deep dive into creating, managing and optimizing digital advertising campaigns.
Web Analytics
The principles of digital analytics. The importance of analytics in evaluating digital marketing performance and identifying areas for improvement.
Digital Analysis Techniques
Goal setting and tracking for digital advertising. Collecting and interpreting actionable data to drive insights and reach digital marketing decisions.
Optimising Digital Advertising Performance
Using data to refine and optimise digital advertising campaigns.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Written report on digital advertising, metrics for success and gathering insights. 3,4 40.0 Week 8
Project Project on formulating a digital advertising strategy and designing digital advertising campaigns for a given business. 1,2,3,4,5 60.0 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 lecture 1.0 Every Week 1.00
Lab Lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Self-directed study 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 lecture 1.0 Every Week 1.00
Lab Lab based instruction 1.0 Every Week 1.00
Independent Learning Reading, lab/theory based project work 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
  • Faris Yakob 2015, Paid Attention: Innovative Advertising for a Digital World, 1st Ed., Kogan Page London [ISBN: 0749473606]
  • Gary Angel 2015, Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st Ed., Pearson FT Press [ISBN: 978-013419508]
Supplementary Book Resources
  • Harry J. Gold 2015, The Digital Advertising Guide, 2nd Ed., Overdrive Marketing Communications [ISBN: 0578138220]
Supplementary Article/Paper Resources
Other Resources
 

Module Delivered in

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