Short Title:Strategic Marketing Technologies
Full Title:Strategic Marketing Technologies
Module Code:DMKT H4021
 
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:This module aims to develop in the student an understanding of the current landscape of marketing technologies, their usage, application, and any specific requirements for their implementation within the marketing function.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Evaluate existing and emerging technologies and assess their relevance within a marketing planning context.
  2. Implement and integrate appropriate technology within the marketing function.
  3. Articulate marketing systems requirements to Information Systems professionals.
  4. Demonstrate proficiency in the use and application of current strategic marketing technology.
 

Module Content & Assessment

Indicative Content
Overview of current marketing technologies
Students will have a knowledge of the current landscape of marketing technologies, their usage, application, and any specific requirements for their implementation within the marketing function.
Relationship management technology
n/a
Technology for Digital Media Campaigns
n/a
Business to Consumer technologies
n/a
Business to Business technologies
n/a
Technology for marketing measurement
Analytic tools, finding and analysing metrics, supporting decision making
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Critical evaluation and appraisal of the range of current strategic marketing technologies. 1 30.00 Week 3
Portfolio As part of the Sem 7 Integrated Assessment, students will be expected to develop a proposal for marketing technologies relevant to a hypothetical company (as outlined in the IA brief), identifying the range of suitable technology for the company and a specification of requirements for the chosen systems 2,3 30.00 Sem 1 End
Practical/Skills Evaluation Practical evaluation in the use of nominated marketing technologies. 4 40.00 Every Second Week
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 15.00
Every Week 30.00
Every Week 80.00
Resources
Recommended Book Resources
  • Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer 2012, Digital Marketing, 5th Ed., Financial Times Prentice Hall Harlow [ISBN: 9780273746102]
  • Coussement, K, De Bock, K.W., Neslin, S.A. 2016, Advanced Database Marketing, 2nd Ed., Gower Publishing New York [ISBN: 9781315565682]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 7 Mandatory