Digital Marketing

The aim of this module is to give international learners the knowledge and understanding of the role and function of digital marketing in the Irish market and the tools to plan, implement, analyse and evaluate a digital marketing campaign.

On successful completion of this module learners should be able to: 

1.    Demonstrate knowledge of digital marketing in the context of the wider marketing communications function
2.    Demonstrate an understanding of digital marketing’s relationship with consumer trends in behaviour and media usage.
3.    Explain the Irish Digital Marketing landscape and future trends
4.    Demonstrate knowledge of the main digital channels and their roles and functions
5.    Explain the main theories, concepts, techniques and applications to effectively develop, plan and implement a digital marketing strategy in the Irish market
6.    Demonstrate knowledge of theories, roles and practices of Social Media


Course Content:

Session 1

An overview of digital marketing in Ireland as part of the wider marketing function.  Future trends and their impact on marketing tactics. Understanding the concept of ‘online’, ‘offline’ communication tools.

Session 2

Digital Marketing campaign planning. Aligning business objectives, strategy and tactical solutions. Choosing the most effective channels. Creating an integrated digital marketing plan, costing and resourcing.

Session 3

Consumer behaviour, trends, media usage and media consumption.  Target audience research and persona development.

Session 4

Social Media.  Social media marketing, overview of Facebook, Twitter, Linkedin, Youtube and other emerging social media. Building brand awareness and increasing website traffic.

Session 5

Mobile Marketing. Overview of smart phones, tablets and mobile devices.  Mobile consumer behaviour.  Mobile channels, performance and measurement.  Integrated case study.

Session 6

Search Engine Optimisation.  Search engine ranking criteria, keyword research, on-page and off-page optimisation, creating back links.

Session 7

Pay Per Click.  Planning, creating and implementing ad words campaigns. Measuring and iteration.

Session 8

Website Analytics. Google analytics, definitions and account set-up.  Tracking offline and online campaign activity. Customer navigation and KPI’s.

Session 9

Email Marketing.  Developing email strategy and how it fits with other digital marketing tools.  Database strategy and data protection. Email design, content, email delivery and reporting.

Sessions 10

Course Review and Exam Preparation.  Syllabus overview, case studies reviewed, exam techniques and study methods.

Reading Lists and Other Resources

Textbook / Journal based Resources:

Meerman Scott, David. The New Rules of Marketing & PR, 3rd Edition. Wiley & Sons, 2011
Vaynerchuk, Gary. Crush It. Harper Collins, 2009
Chaffey, Dave & Smith, PR. Emarketing Excellence: Planning & Optimising your Digital Marketing. Routledge, 2012
Li, Charlene & Bernoff, Josh. Groundswell. Harvard Business Press, 2011
Godin, Seth. Tribes. Penguin Group, 2008
Sernovitz, Andy. Word of Mouth Marketing. Greenleaf Book Group Press, 2012
Kotler, Philip. Marketing 3.0. Wiley, 2010