Digital Marketing Technologies

 

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Main Description show detail >>
 
 
 
Department: Business Studies Module Code: MKTG71013
Level: Level 7 Contact Hours: 48
Duration: 1 Semester Directed Study Hours: 0
Effective Term: 2017/18 Indep. Study Hours: 52
Credits: 5

Prerequisite Knowledge:

  Basic Computer and Internet Knowledge

Module Description/Aims:

  The aim of this module is to give students the skills and practical experience in using relevant tools and applications for the purposes of digital marketing such as content management systems, email marketing tools and data analysis software.  


 
Contact Hours show detail >>
   
 
Contact Type Hours
Practical/Workshop4 Per Week


 
Learning Outcomes show detail >>
   
 
On successful completion of the module, the learner will be able to:
No. Description/Learning Outcomes
1Analyse web-related data effectively and produce relevant reports.
2Examine the essential concepts and theories relating to the development of web content.
3Design, edit and manage web content that adheres to good web design techniques and practices using a CMS such as Joomla!.
4Extend CMS functionality using components, modules, templates and plug-ins.
5Design and implement effective email marketing campaigns using appropriate software.


 
Learning Strategies show detail >>
   
 
Learning Strategies
This module will be taught using supervised practical sessions where students will be presented with course material which will also be practised in class.
Suggested reading, website resources and worksheets will support and direct the students in their own personal study.


 
Indicative Syllabus Content show detail >>
   
 
Content Detail
Using Excel for Effective Data Analysis and ReportingManipulating data using excel formulae, functions, pivot tables and data visualisation.
Core Concepts of the Internet and Web DevelopmentDevelopment of the Internet and the Web.
The mechanics of web based activity (infrastructure, domains, hosting, FTP).
XHTML scripting fundamentals.
Building and Administrating a CMS (Joomla!)Installing and configuring a Joomla! web site.
Content management and editing on Joomla!
Installing components, modules, plugins and templates.
Publishing and maintaining the web site.
Implementing an Email Marketing CampaignDesigning and implementing an email campaign using appropriate software e.g. Mailchimp to include list building, message creation, integration, managing deliverability and tracking results.


 
Assessment Strategies show detail >>
   
Assessment Strategies
Individual assessment to assess students• progress and understanding of the module•s content.
Individual project that will be submitted at the end of the semester as a culmination of the semester•s work.
Repeat Strategy: Resubmission of final project.


 
Indicative Assessments show detail >>
   
Learning Outcome Assessment Category Assessment Method Additional Information % alloc
1, 2Continuous AssessmentAssignment - In Class30
2, 3, 4, 5Final Exam (Other)Project - Individual70


 
Reading List show detail >>
   
 
Type ISBN Title Author Publisher Year Edition Library Link
Recommended9781423906056Succeeding in Business With Microsoft Office Excel 2007
Gross, D., Akaiwa, F.
Thomson Learning		20071st-
Recommended1111528705Principles of Web Design
Sklar, J.
Delmar		20115th-
Recommended0132487063Joomla! A User?s Guide: Building a Successful Joomla! Powered Website
North, B.
Prentice Hall		20113rd-
Essential047057089XJoomla! Start to Finish: How to Plan, Execute, and Maintain Your Web Site
Kramer, J.
Wiley (available on ebrary)		20101st-
Recommended1601380429The Complete Guide to E-mail Marketing
Brown, B.C.
Atlantic Publishing Company		20071st-


 
Journals and Websites show detail >>
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Curricular information is subject to change