Short Title:Digital Technologies
Full Title:Digital Technologies
Module Code:DMKT H2020
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' appreciation of the importance of digital marketing tools within the business environment and to develop their practical skills in utilising, recommending and evaluating existing marketing tools, techniques, technologies tools to support and enable decision making and so achieve relevant business outcomes.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Describe digital marketing tools, techniques and technologies to the modern organisation
  2. Apply existing marketing tools, techniques and/or technologies to track and collate consumer activity
  3. Gather, manipulate and analyse marketing data to support & enable decision making
  4. Recommend appropriate marketing tools, techniques, technologies and evaluate their ability to achieve required business outcomes

Module Content & Assessment

Indicative Content
Communication Platforms
An introduction to the nature of the variety of communication platforms available to marketers and an awareness of how they work e.g. BTLE, NFC, WiFi, 3G/4G
Weekly Themes
On a weekly basis the following themes will be discussed with demonstrations of the relevant tools, techniques and technology to cover the following digital marketing activities: Mobile, Email Marketing, Blogging, Content Curation, CRM, Analytics, Social Media Tools, Customer Review Tools, Livechat Tools, e-Commerce Tools, SEO tools, Network Comms,
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 exercises in the use of CRM and marketing tools 2,3 25.00 Every Week
Multiple Choice Questions A series of MCQ tests based on a series of lectures related to DMT 1,2,3,4 15.00 n/a
Practical/Skills Evaluation Individual Practical Test 2,4 25.00 n/a
Project Students will be required to work in a group to develop a strategy to incorporate the use of DMT into an assigned hypothetical business 1,2,3,4 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
Recommended Book Resources
  • written by Ira Kaufman & Chris Horton ; contributing editor Alyssa Adkins, designer Spencer Ploess., Digital marketing: integrating strategy and tactics with values, London; Routledge, Taylor & Francis Group [ISBN: 9780415716758]
  • Chuck Hemann, Ken Burbary ; [foreword by Scott Monty]., Digital marketing analytics, Indianapolis, Ind; Que [ISBN: 9780789750303]
This module does not have any article/paper resources
Other Resources

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