BUU44552 Digital Marketing
(5 ECTS)
Lecturer:
Taryn Casey
Email: caseyta@tcd.ie
Office Hours: On request via email
Pre-Requisite(s):
BUU33700 - Contemporary Marketing Management
BUU33710 - Consumer Behaviour
Available to Exchange students
Module Description
The module aims to empower future marketers with a fundamental understanding of digital marketing tools and techniques and help them to become proficient in digital marketing practice. Practical assignment will include the development of a digital marketing plan for a hypothetical company by formulating a digital marketing strategy, including the planning of campaigns which may include Google Search Marketing, Google Display Ads, Social Media Marketing, Search Engine Optimization, Content and UX recommendations on an organisations website.
Potential topics to be covered
- Introduction to Digital Marketing
- The Digital Marketer’s Toolbox & Website Audits
- Digital Marketing Strategy & Content Planning
- Introduction to Google Search Advertising
- Introduction to Google Display Advertising
- Introduction to Search Engine Optimisation and Wordpress
- Data Smart Marketing & Introduction to Google Analytics
- Consumer Psychology, Landing Pages & User Experience
- Introduction to Social Media Marketing
- Introduction to eCommerce and Shopify
- Introduction to the IoT and Experiential digital
Learning and Teaching Approach
The module will be delivered in a series of eleven 2 hour lectures over the term and eleven 1 hour self-directed tutorials. The sessions will be either online, hybrid or face-to-face depending on current guidelines and policy at the time of delivery.
Learning Outcomes
Having successfully completed this module, the student should be able to:
- Undertake digital research and audits of a website to assess adherence to best practice requirements for digital marketing.
- Become proficient in the use of digital marketing techniques including search engine, search engine optimisation and social media marketing.
- Develop and plan a digital marketing campaign using a broad spectrum of digital marketing techniques.
- Measure the effectiveness of digital marketing campaigns using web analytics tools.
- How to present their work in a strategically coherent and visually appealing format.
Relation to Degree
Digital marketing is an important component in the marketing landscape and now makes up a significant proportion of the marketing mix for many companies and organisations. This module is seen as a core competency for students moving into marketing roles in the workplace. Furthermore, digital is ubiquitous across the business landscape and learning core digital skills will be applicable across the gamut of business disciplines including sales, procurement, finance and HR.
Workload
| Content | Indicative Number of Hours |
|---|---|
| Lecturing hours | 22 |
| Preparation for lectures | 16 |
|
Tutorials |
11 |
| Individual assignment | 24 |
| Group assignment | 32 |
| Reading of assigned materials and active reflection on lecture and course content and linkage to personal experiences | 20 |
| Total | 125 |
Recommended Texts/Key Reading
No required core course textbook
General Supplemental Readings
- Digital Marketing Strategy 2e, Kingsworth
- Direct, Digital and Data Driven Marketing 5e, Spiller
- Understanding Digital Marketing, 5th Ed., Ryan
- Marketing, 5e Baines
- Digital Marketing: Strategy, Implementation and Practice, Chaffey
Additional (digital) Resources
https://moz.com/blog https://blog.kissmetrics.com/ https://www.jeffalytics.com/ https://webmasters.googleblog.com/ https://searchenginewatch.com https://www.google.com/partners http://www.socialmediatoday.com/ https://www.emarketer.com/ http://mashable.com/ http://blog.hubspot.com/
Student Preparation for the Module
- Google Ads Essential Training: https://www.linkedin.com/learning/google-ads-adwords-essential-training-2/the-power-of-google-ads-adwords
- Google Analytics Essential Training: https://www.linkedin.com/learning/google-analytics-essential-training- 5/understanding-your-digital-customers-with-google-analytics
- SEO Foundations: https://www.linkedin.com/learning/seo-foundations-2/leveraging-the-power-of-search-to-accomplish-your-business-goals
- Advertising on Facebook: https://www.linkedin.com/learning/advertising-on-facebook-2/facebook-is-an-advertiser-s-dream
- Advanced Advertising on Facebook: https://www.linkedin.com/learning/advertising-on-facebookadvanced3/increase-sales-with-facebook
- Advertising on Instagram: https://www.linkedin.com/learning/advertising-on-instagram/stand-out-on-instagram
Assessment
- Individual (40%): Google Certifications
Take and pass Google online certifications.
Once each of the online tests are completed, Google will send you a certificate. Student’s must upload, to the specified folder on Blackboard, a screen grab/screen shot/image of each official certificate issued by Google to avail of the marks.
You must take the following: Fundamental of Digital Marketing Certification and a minimum of ONE and maximum of FOUR others of the following:
- Google Ads Search Certification
- Google Ads Display Certification
- Google Ads Measurement Certification
- Google Analytics Individual Qualification
Please note that live and up to date links for all online courses will be provided during the 1st
Marks available
- Fundamentals + One Other = 60%
- Fundamentals + Two Others = 65%
- Fundamentals + Three Others = 70%
- Fundamentals + Four Others = 75%
Group (60%): Digital Marketing Plan
Prepare a digital marketing strategy & campaign for an organisation from a list provided.
Students will be placed into self selected teams. Each group will select from a list of SMEs or organisations that have been provided and will have to develop a digital marketing strategy and campaign for the company or organisation. This will include research and audit of the website, development of a strategy and the planning of campaigns in Google AdWords, Social Media and SEO strategy.
Teams will prepare their project in powerpoint format following the template provided in the shared folder. Teams will also record a video summary presentation of the report not exceeding 12 minutes.
Please note that there will be no direct contact with the companies/organisations on the students part.
Repeat Assessment (100%)
Students required by faculty to undertake repeat assessments will be required to complete an individual assignment which will be a 3,000 word viewpoint article on an emerging trend in digital marketing.
Module Co-Ordinator
Taryn is a digital marketing professional and educator with a passion for digital marketing strategy, innovation, e-commerce and data driven marketing.
An accomplished Senior executive with over 20 years’ experience working on Global and National brands, she has a proven track record of success designing and delivering digital strategies and digital marketing transformation programmes for organisations.
She is also the founder of TarynCasey.Com, a boutique digital consultancy that partners with National & International brands. Taryn holds numerous postgraduate qualifications in Digital Marketing, International Marketing (UCD Smurfit Business School) and Digital Media campaign planning, along with Master Certifications in front end dev, CSS, desktop publishing and digital imaging design, and an undergraduate Honours degree in Psychology (UCD). She has International experience as both keynote speaker and panel member most recently on the renowned Cannes Lions Innovation panel.