University of Limerick
Area of Study
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Rationale and Purpose of the Module: Digital marketing platforms have changed how businesses connect and communicate with customers. The technology now available to consumers has radically altered their consumption patterns. These new behaviour patterns have created significant challenges and opportunities for marketers. This module gives a background of the rapidly changing marketing practice within the context of digital marketing and online social networks. Students will understand the magnitude of digital and social media and how to apply it to within Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. Students will learn about cutting-edge digital marketing concepts, techniques and strategies used within industry. Furthermore students will understand how to leverage mobile and location-based technology for marketing purposes. After this module, from a practical perspective the student will be capable of developing and managing digital marketing campaigns.
Syllabus: Introduction to Digital Marketing Theory; Consumer Behaviour and Digital Media; Online Identities; Evolution of Digital Marketing Landscape; Understanding Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing in this new landscape; Social Media & Content Marketing Platforms (Social Networks, Discussion Boards, Blogging, Micro-Blogging, Widgets, Crowd Sourced Content, Social Curation, Social Marketplaces, Wikis, Social Bookmarking); Search Engine Marketing; PPC Advertising; Search Engine Optimisation; Email Marketing Campaigns; Website Analytics; Building a Digital Brand; Typologies of Online Brands; Digital Products & Freemium Business Model; Online Communities Creation and Curation; User Generated Content & Co-Creation; Mobile and Location-based Marketing; Content Marketing Development, Online PR & Reputation Management; Planning a Social Media Campaign; Impact of Gamification; Word of Mouth and Viral Marketing; Social Media Metrics; Monitoring, Measuring and Management of Social Med a Campaigns;Omni-channel - Integration of Digital Marketing with Traditional Marketing Activities; Digital Privacy and Protection; Ethical Digital Marketing Practice, Trends in Digital Marketing.
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.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.