Short Title:Introduction to Digital Marketing
Full Title:Introduction to Digital Marketing
Module Code:DMKT H1011
ECTS credits: 5
NFQ Level:6
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:The rate of change and development in the Marketing industry has accelerated in the past decade. This module aims to provide students with • a conceptual and practical understanding of the evolution of marketing theory and practice • an awareness of the benefits of digital marketing across different industry contexts, B2B, non-profit, B2C • an overview of the digital marketing planning process • an understanding of how organisations can leverage digital marketing channels to better understand target audiences, promote goods and services, enhance brand awareness and improve sales • an understanding of the role of the digital marketing manager, the nature of the industry and an awareness of various relationships in the marketing network
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Explain how the digital landscape has evolved and the fundamental differences in traditional vs contemporary marketing
  2. Display the components of digital marketing and the modern marketing mix
  3. Apply the basic principles of marketing information and research to develop digital marketing strategies
  4. Outline the steps that organisations should take in constructing a digital marketing strategy to align with organisational goals
  5. Identify the resources required to implement and manage digital strategy.
  6. Describe the application of principles of marketing in the context of the digital environment and across a spectrum of interrelated marketing functions and industry contexts

Module Content & Assessment

Indicative Content
The Digital Marketing Landscape
• Past, Present, Future - evolution of Marketing towards the digital era. • Introduction to Digital Marketing- This theme will examine & assess the key factors that have contributed to the evolution of the digital marketing landscape (global & domestic), discuss the likely drivers of change for the future and evaluate the current research & literature in this field of study. • Nature of the industry: Digital marketing in different industry contexts B2C, B2B, not -for profit, people, places, education, government etc.
Key Concepts in Digital Marketing
• Develop a base of knowledge and understanding of the fundamental channels of digital marketing, applications, platforms and analytics.
Understanding Information for Digital Marketing Planning
• Using research and digital information to understand the online marketing environment, digital marketplace, customer behaviour and how to apply the learning to strategic decision making
Digital Marketing Strategy and Planning
• Introduction to digital marketing planning, the online marketing mix vs the traditional marketing mix. •Online and offline integration
Managing Relationships in Digital Marketing
• The role of the digital marketing manager, managing client agency relationships and the breadth of network interaction • Examine various roles and careers in the digital field and how they connect back to digital marketing
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case study The Continuous Assessment (CA) will involve students performing a brand audit and case study of market strategy for a company of their choice. This will involve analysing the external environment. The CA will take the form of a written report and presentation. This assessment is linked to the semester two module: Social Media for business, where students will have the opportunity to build on their semester one project. The focus during semester one is on digital marketing communications and the assessment will be linked in this semester to that of Introduction to FOM1, details of which will be given in the brief. 1,2,3,4,5,6 50.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam n/a 1,2,3,4,5,6 50.00 End-of-Semester
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

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


Indicative Module Workload & Resources

Recommended Book Resources
  • Dave Chaffey & Fiona Ellis-Chadwick 2016, Digital Marketing: Strategy, Implementation and Practice, 6th Ed., Pearson [ISBN: 9781292077611]
Supplementary Book Resources
  • Damian Ryan. 2014, Understanding digital marketing, London; Kogan Page [ISBN: 9780749471026]
This module does not have any article/paper resources
Other Resources
  • Website:: Digital Marketing by Digital Marketers
  • Website:: Free Online Marketing Guides/Resources sources
  • Website:: Digital Trends in Ireland -trends.htm
  • Website:: Digital Marketing Resource List nline-resources-for-digital-marketing/
  • Website:: Digital Marketing Library keting-advice/

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 1 Mandatory