Digital Marketing (MSc)

Applications and Selections

Who Teaches this Course

Requirements and Assessment

Glossary of Terms

Credits

You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.

Module

An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.

Optional

A module you may choose to study.

Required

A module that you must study if you choose this course (or subject).

Semester

Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK5148: Applied Marketing Project

MK5148: Applied Marketing Project

12 months long | Credits: 20

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects an emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Marketing Marketing Event will comprise of an event that reflects a bridge between theory and practice which supports the applied project. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes

1. Develop an appropriate research approach to a specific marketing problem.
2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
4. Critically evaluate the implications of findings from strategic and implementation perspectives.
5. Work collaboratively as an effective member of a marketing team to complete a task according to a predetermined brief.
6. Communicate ideas in a professional and succinct manner, both orally and in writing.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• DECLAN FLEMING:  Research Profile
• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile
• Sheila Malone:  Research Profile

The above information outlines module MK5148: "Applied Marketing Project" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5146: Consumption & Society

MK5146: Consumption & Society

Semester 1 | Credits: 5

This module will provide you with an understanding of the foundations of consumption and society. As part of this module, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary perspectives related to consumption and society. Specifically, you will be introduced to a range of themes that are prevalent in today’s consumerist society, as well as models and theories. Particularly emphasis will be paid to the application of these themes in practical contexts. We will also assess the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in today’s society.
(Language of instruction: English)

Learning Outcomes

1. Demonstrate an understanding of the role of consumption in society.
2. Understand customer behaviour and its many perspectives.
3. Introduction to key themes that are relevant in today’s consumerist society.
4. Identify the implications of consumption in society with consideration regarding future marketing activities and recommendations for appropriate marketing strategies and tactics to address grand challenges we currently face.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• Sheila Malone:  Research Profile

The above information outlines module MK5146: "Consumption & Society" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5139: Social Media Marketing Theory

MK5139: Social Media Marketing Theory

Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes

1. Illustrate how digital marketing integrates with organisational aims.
2. Recognise how digital marketing impacts organisations.
3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
4. Formulate a digital marketing plan for a particular organisation.

Assessments

• Written Assessment (50%)
• Continuous Assessment (50%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ANN TORRES:  Research Profile

Reading List

1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
   ISBN: 9780415533379.
   Publisher: Routledge
2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
   Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
   Publisher: Cengage Learning
4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
   Publisher: Routledge
5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
   Publisher: Kogan Page
6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
   Publisher: Cengage Learning
7. "Take Your iPad to Work" by Proffitt, B.
   Publisher: Cengage Learning
8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
9. "E-Business" by Schneider, G.P.
   Publisher: Course Technology, Cengage Learning; Kogan Page
10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan

The above information outlines module MK5139: "Social Media Marketing Theory" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5143: Inbound Marketing & Content Creation

MK5143: Inbound Marketing & Content Creation

Semester 1 | Credits: 10

Inbound marketing is used by both global companies and small businesses alike as a means of engaging their target audience, driving quality lead growth and ultimately their bottom line. Hubspot, the acknowledged global leader in Inbound Marketing, promotes a simple but powerful model based around four primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and promoters. Included in this methodology are the tools and technology that companies typically use to accomplish these goals.
(Language of instruction: English)

Learning Outcomes

1. Understand the Inbound Methodology & Flywheel and how it helps businesses attract, engage and delight customers.
2. Understand the importance of buyer personas in relation to a company's marketing efforts, and how to leverage them as part of an inbound marketing strategy.
3. Learn how to naturally attract inbound traffic that they can then convert, close and delight over time.
4. Learn how to create remarkabe written or visual content that appeals to buyer personas.
5. Develop a content strategy to promote engaging content to attract leads, educate prospects and create awareness for brands.
6. Be able to develop a sophisticated strategy to grow business leads and ultimately sales, through the integration of marketing and sales tactics using up-to-the minute online technology and automation.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile

Reading List

1. "Inbound Mrketing, Revised and Updated: Attract, Engage and Delight Cusotmers Online" by Brian Halligan, Dharmesh Shah.
   Publisher: Wiley

The above information outlines module MK5143: "Inbound Marketing & Content Creation" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK563: Research Methods

MK563: Research Methods

Semester 1 | Credits: 5

The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes

1. Develop a comprehensive understanding of the nature and function of research theory and practice.
2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
3. Illustrate an in-depth knowledge of the tools ad techniques of research.
4. Formulate a research report for a particular organisation.
5. Access secondary sources of data and materials through the library databases.
6. Complete qualitative and quantitative research.
7. Present, verbally and in written form, their research.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• CHRISTINE DOMEGAN:  Research Profile
• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile

Reading List

1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
   ISBN: 9781292016627.
   Publisher: Prentice Hall

The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5133: Marketing Performance & Productivity

MK5133: Marketing Performance & Productivity

Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes

1. Be able to measure the efficacy of the marketing activities within the organisation.
2. Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
3. Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
4. Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
5. Be able to create an outcome driven and strategically integrated marketing budget.
6. Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

Reading List

1. "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
   Publisher: John Wiley & Sons.
2. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
   Publisher: Pearson, New Jersey publishing as Prentice Hall
3. "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
   Publisher: McGrath Hill
4. "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
   Publisher: Kogan Page
5. "Marketing and the Bottom Line" by Ambler, T.
   Publisher: Pearson Education Ltd.

The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5117: Services Marketing

MK5117: Services Marketing

Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes

1. A comprehensive understanding of services marketing theory.
2. Further understanding of the Gaps model as a conceptual framework.
3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ELAINE WALLACE:  Research Profile

Reading List

1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
   ISBN: 978077107956.
   Publisher: McGraw Hill
2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
   ISBN: 9780618641802.
   Publisher: Houghton Mifflin
3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
   ISBN: 0750659807.
   Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.

The above information outlines module MK5117: "Services Marketing" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5144: Digital Metrics & Analytics

MK5144: Digital Metrics & Analytics

Semester 2 | Credits: 5

Digital Marketers need to be able to look at more than just impressions and clicks to drive better decisions and return on investment. Digital Marketers need to know what happens after a person clicks on an ad and understand what, if any, value that provides to a business. This module focuses on the digital metrics, KPIs and analytics used to measure and track the performance of marketing campaigns. The more insight that can be gained from metrics and analytics, alongside the generation and automation of reports to track trends in behaviour and sales, the more informed the decisions a company can make when allocating where, when and how much, or little, to invest in digital marketing spend.
(Language of instruction: English)

Learning Outcomes

1. Illustrate how data and digital marketing analytics have evolved to impact business organization, the marketing function, consumer/brand relationships and digital marketing.
2. Understand the types of data and how it is used.
3. Understand the process and recognize the advantages and pitfalls when deploying the elements of the Marketing Analytics Process (MAP).
4. Be familiar with most common digital marketing metrics and data analysis instruments.
5. Apply the Marketing Analytics Process (MAP) for digital marketing analytics.
6. Understand and analyse data from digital marketing channels including paid, earned, and owned media.
7. Report and present analysed digital marketing data according to best practices.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

The above information outlines module MK5144: "Digital Metrics & Analytics" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5136: Digital Sales Management

MK5136: Digital Sales Management

Semester 2 | Credits: 5

Digital Sales Management examines why embracing the social web is vital and how managing selling activities changes in a digital environment. This module examines the key issues in digital sales management from both a theoretical and practical perspective. Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital campaigns. In digital sales, the selling function is carried out by many front of house services staff that need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert leads into sales. Digital Sales Management outlines the new strategies required to make the most of the digital sales opportunities that exist. It provides the practical advice, sales and marketing professionals need to harness technology for better selling.
(Language of instruction: English)

Learning Outcomes

1. Explain how a sales concept reflects and aids the marketing goals of an organisation.
2. Understand how traditional sales organisation structure is undergoing a significant revolution.
3. Recognise the strategic role digital performs in selling.
4. Evaluate the role of a developed customer strategy and how to create one.
5. Ability to explain the stages of a sales and how to achieve results.
6. Ability to identify ethical and legal considerations in sales.
7. The capacity to identify and explain key methods for managing a sales team.
8. Develop a practical and efficient sales presentation, encompassing the complete sales cycle.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

Reading List

1. "Sales Force Management" by Johnson, Mark, W. & Greg, W.
2. "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
   Publisher: Kogan Page
3. "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
   Publisher: Que
4. "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
5. "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
   Publisher: Wiley
6. "Fundamentals of Selling" by Futrell, Charles, M.
   Publisher: McGraw HIll International

The above information outlines module MK5136: "Digital Sales Management" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK566: Strategic Brand Management

MK566: Strategic Brand Management

Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes

1. An understanding of the consumer based brand equity concept.
2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
3. An insight into the contribution of marketing programmes to brand equity.
4. A greater awareness of the relationship between marketing communications and brand building.
5. An ability to recommend an appropriate research method to capture customer mindset.
6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
7. An insight into contemporary issues in branding theory.
8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• ELAINE WALLACE:  Research Profile

Reading List

1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
   Publisher: Butterworth Heinemann
3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
   Publisher: Routledge
4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
   Publisher: Kogan Page
5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
   Publisher: Oxford University Press

The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5130: Digital Marketing Strategy

MK5130: Digital Marketing Strategy

Semester 2 | Credits: 10

The aim of this module is to provide students with the knowledge and skill-set to conceptualise and deliver a creative digital marketing campaign, which can be integrated into an overall marketing strategy. By focusing on best practice, this practical and informative module will ensure students have the foundation to work in the digital marketing area and know who to develop their digital marketing skills.
(Language of instruction: English)

Learning Outcomes

1. Learn how digital communications is an integral part of a customer's brand experience.
2. Understand how the internet works and how websites are rendered.
3. Learn how to measure the performance of a website.
4. Maximise on page optimisation opportunities.
5. Identify technical SEO issues that impede the website from ranking higher.
6. Understand the fundamentals of planning, executing and measuring a Google AdWords campaign.
7. Learn how to analyse the performance of a campaign.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile
• PATRICIA MC HUGH:  Research Profile

Reading List

1. "Digital Branding: A Complete Step by Step Guide to Strategy, Tactics & Measurement" by Rowles, D.
   Publisher: Kogan Page Ltd.
2. "Digital Marketing Strategy: An Integrated Approach to Online Marketing." by Kingsnorth, S.
   Publisher: Kogan Page Ltd.

The above information outlines module MK5130: "Digital Marketing Strategy" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5104: Marketing Analytics

MK5104: Marketing Analytics

Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes

1. Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
2. Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
3. Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
4. As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
5. Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
6. Be able to create meaningful reports and presentations.

Assessments

• Continuous Assessment (100%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• MARY GREANEY:  Research Profile

Reading List

1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
   Publisher: Wiley & Sons

The above information outlines module MK5104: "Marketing Analytics" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5118: Social Marketing & Sustainability

MK5118: Social Marketing & Sustainability

Semester 2 | Credits: 5

Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)

Learning Outcomes

1. Explain the role of Social Marketing for behaviour and social change.
2. Critically differentiate between Social Marketing and other forms of marketing.
3. Critically discuss the conceptual and methodological issues that underlie Social Marketing.
4. Detail the more commonly used change theories in Social Marketing.
5. Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
6. Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
7. Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
8. Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.

Assessments

• Written Assessment (60%)
• Continuous Assessment (40%)

Module Director

• MARY GREANEY: Research Profile | Email

Lecturers / Tutors

• CHRISTINE DOMEGAN:  Research Profile
• MARY GREANEY:  Research Profile

The above information outlines module MK5118: "Social Marketing & Sustainability" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.