Short Title:Web Authoring
Full Title:Web Authoring
Module Code:DMKT H2014
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Yurie Maeda
Module Description:This module is designed to develop students' practical skills in the areas of web design with Web Analytics (WA), Search Engine Optimisation (SEO) and Web Authoring techniques to enhance their e-Commerce skills.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Identify and decribe WA tools, techniques and/or technologies to optimise their website design for customer analysis and marketing purposes
  2. Design websites through which they can demonstrate their knowledge and appreciation of how AWD requirements will affect how websites should be designed
  3. Analyse and optimise how their websites will perform using various commercial marketing tools
  4. Formulate a strategy to incorporate the use of tools and techniques into a hypothetical business website as part of a group

Module Content & Assessment

Indicative Content
Web Authoring
The use of available web authoring software to enable the design and development of a website
Web Analytics
Digital analytics fundamentals, Analytics platform principles, eCommerce analytics, Mobile app analytics, Tag management
Search Engine Optimisation
SEO essential/fundamentals & techniques, Customer research, Site usability and Structure auditing, SEO best practices, on-page optimisation, optimisation tools
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Lab work A number of weekly exercises and submit their work throughout the semester. Exercises will be based around web design and development using AWD techniques 2,3 25.00 Every Week
Multiple Choice Questions A series of MCQ tests based on a series of lectures related to lectures 1,2,3,4 15.00 n/a
Practical/Skills Evaluation Individual Practical Test 2 25.00 n/a
Project Students will be required to work in a group to develop a strategy to incorporate the use of their skills into a hypothetical business website. This assignment will also be linked to the assessment for the Digital Technologies module in the same semester, details of which will be given in the brief. 2,3,4 35.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 125.00
Supplementary Book Resources
  • Ira Morton Kaufman, Chris Horton, 2015, Digital Marketing guidebook: integrating strategy and tactics with values., Routledge, New York, NY [ISBN: 9780415716758]
  • Chuck Hemann, Ken Burbary ; [foreword by Scott Monty]. 2013, Digital marketing analytics, Que Publishing Indianapolis, Ind [ISBN: 9780789750303]
This module does not have any article/paper resources
Other Resources
  • website:
  • websites: Google Analytics (GA) with Google AdWords for joined up data
  • websites: WordPress
  • websites: Joomla
  • websites: Bootstrap (Responsive design)
  • websites: SEO plugin (e.g., Yoast)
  • websites: Google Webmaster tools (a big benefit in SEO)

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 3 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 3 Mandatory