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DIGITAL MARKETING

Module code: MN229
Credits: 5
Semester: 2
Department: BUSINESS
International:

	Overview
	This course focuses on digital marketing and seeks to provide students with perspectives for managing the online presence within an organisation. This module introduces students to the terminology of digital marketing and equips them with the knowledge to design and evaluate a digital marketing campaign. Central to this module is an understanding of how digital marketing complements traditional marketing strategy and communications. The Digital Marketing course centres around the themes of: 1) The Digital Marketing Context and Environment; 2) Digital Marketing Strategy; 3) Digital Marketing Tools; 4) Campaign Planning and Evaluation; and 5) Online Customer Relationship Management.

Overview

This course focuses on digital marketing and seeks to provide students with perspectives for managing the online presence within an organisation. This module introduces students to the terminology of digital marketing and equips them with the knowledge to design and evaluate a digital marketing campaign. Central to this module is an understanding of how digital marketing complements traditional marketing strategy and communications. The Digital Marketing course centres around the themes of:

1) The Digital Marketing Context and Environment;
2) Digital Marketing Strategy;
3) Digital Marketing Tools;
4) Campaign Planning and Evaluation; and
5) Online Customer Relationship Management.

	Learning Outcomes
	On successful completion of the module, students should be able to: Evaluate the main tools used in digital marketing; Identify appropriate online tools and platforms for achieving strategic digital marketing objectives; Plan and implement a digital marketing campaign; Discuss how companies leverage digital technologies to deliver added value to customers; and Apply digital marketing tools to increase customer satisfaction and enhance customer relationship management.

Learning Outcomes

Teaching & Learning methods

Assessment

	Autumn Supplementals/Resits
	Are supplemental/resit registrations permitted? Yes An individual assessment worth up to 60% of the grade is required to repeat this module in August. Marks from other elements of the module will be carried forward into the Autumn resit assessment cycle.

Timetable

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Courses / Module

DIGITAL MARKETING

Semester 1

Semester 2