Module Code - Title:

MK6152 - DIGITAL AND SOCIAL MEDIA MARKETING

Year Last Offered:

2025/6

Hours Per Week:

Lecture

2

Lab

0

Tutorial

1

Other

0

Private

7

Credits

6

Grading Type:

N

Prerequisite Modules:

Rationale and Purpose of the Module:

Digital connectivity is one of the most powerful forces reshaping the business world at the present time. The proportion of the population connected to the internet, the amount of time they are spending on it and the ways in which they are using it for commercial and leisure activities are all growing exponentially. Digital technologies are fundamentally reshaping supply chains, business models and marketing activities. This module examines the rapidly growing domain of digital marketing. Insights from theory and practice are reviewed to enable critical reflection on the changes taking place in the nature of marketing. These issues will be examined through interactive class discussions, case studies and video cases on leading international organisations.

Syllabus:

The digital consumer and the consumer decision journey; Digital business models; Digital market research, social listening; Customer relationship management & big data; The digital business and website design; Inbound marketing, search engine optimisation & content marketing; social media platforms; Online advertising; Affiliate marketing programmes; Email marketing; electronic word-of-mouth (eWOM); Customer retention and brand engagement; Campaign management - measurement & analytics.

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

Understand what is meant by digital and social media marketing Understand the key developments and changes that are affecting the practice of marketing Develop skills in conduct of digital and social media marketing activities Develop skills in the development of digital marketing campaigns Evaluate the role of digital and social media marketing in the organisation's marketing mix

Affective (Attitudes and Values)

Critically assess the societal impact of digital marketing practices

Psychomotor (Physical Skills)

N/A

How the Module will be Taught and what will be the Learning Experiences of the Students:

The module will be taught through a combination of lectures, case studies, video cases, guest speakers, projects and in-class exercises. Research and practice in the field of digital and social media marketing is evolving rapidly so insights from the latest research will be sourced from publications in leading journals while guest speakers will provide insights from practice. UL graduate attributes will be developed in the following ways Knowledgeable - Through lectures, case studies, guest speakers Proactive - Through projects and in-class exercises Creative - Through projects and in-class exercises Responsible - Through reflection on the content covered in class Collaborative - Through group work Articulate - Through written projects and presentations

Research Findings Incorporated in to the Syllabus (If Relevant):

Prime Texts:

Damian Ryan (2014) Understanding Digital Marketing , Kogan Page

Other Relevant Texts:

Dave Chaffey & PR Smith (2013) Emarketing Excellence , Routledge

Programme(s) in which this Module is Offered:

MSMCSOTFA - MARKETING, CONSUMPTION AND SOCIETY

Semester(s) Module is Offered:

Spring

Module Leader:

John.Fahy@ul.ie