Digital Marketing

Maynooth University

Course Description

  • Course Name

    Digital Marketing

  • Host University

    Maynooth University

  • Location

    Dublin, Ireland

  • Area of Study

    Computer Science, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • ECTS Credits

    5
  • Recommended U.S. Semester Credits
    2
  • Recommended U.S. Quarter Units
    3
  • Overview

    Overview
    This course focuses on digital marketing and seeks to provide students with perspectives for managing the online presence within an organisation. This module introduces students to the terminology of digital marketing and equips them with the knowledge to design and evaluate a digital marketing campaign. Central to this module is an understanding of how digital marketing complements traditional marketing strategy and communications. The Digital Marketing course centres around the themes of:

    1) The Digital Marketing Context and Environment;
    2) Digital Marketing Strategy;
    3) Digital Marketing Tools;
    4) Campaign Planning and Evaluation; and
    5) Online Customer Relationship Management.

    Learning Outcomes
    On successful completion of the module, students should be able to:

    1. Evaluate the main tools used in digital marketing;
    2. Identify appropriate online tools and platforms for achieving strategic digital marketing objectives;
    3. Plan and implement a digital marketing campaign;
    4. Discuss how companies leverage digital technologies to deliver added value to customers; and
    5. Apply digital marketing tools to increase customer satisfaction and enhance customer relationship management.

    Teaching & Learning methods
    Allocation and number of hours can vary slightly when delivered in 4-week summer school program.
    Delivery methods                             Hours
    Lectures                                              40
    Independent student activities           110
    Total                                                   150

    Assessment
    Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded

    Assessment type                          Weighting
    Continuous Assessment                  100%
    Total                                                 100%
    Pass standard:                                  40%
    Maynooth University School of Business Overall Mark Calculation and Continuous Assessment Policy
    applies to this module.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

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