Digital Marketing – BBus (Hons)

The aim of this module is to provide students with the key skills, attitudes and competencies required of an undergraduate to ensure their success during their learning journey. Emphasis is placed on the person and on their personal identity, developing a sense of awareness of what it means to be an undergraduate student and a recognition of the need for life-long learning.

Students are introduced to the fundamental principles of financial accounting. The module covers recording financial transactions, preparing financial statements, and understanding how accounting information supports business decision-making. It establishes the foundations for interpreting business performance.

The module is designed to provide students with hands on experience of using current digital media applications. There is a specific emphasis on social media tools, email and analytics tools. This module prepares students to use technology in an effective and appropriate manner in college, in a job, or everyday life. Students develop skills related to content creation, publication, analysis, and reporting.

This Module introduces students to the Adobe Creative Suite applications Illustrator, InDesign and Photoshop. During the semester, students will learn how to create illustrations and vector graphics in Adobe Illustrator, import and manipulate images in Adobe Photoshop and create printable content in Adobe InDesign. Students will test their skills through a series of challenging creative tasks in a supportive learning environment before merging all three applications to create a marketing campaign for a fictional business.

Microeconomics studies individual choice, consumers, firms, and the government as the subjects of this choice. Arising from this study is an appreciation of policy issues and their impact on social, economic, and environmental sustainability. The purpose of this module is to develop an understanding of individual agents’ behaviour and actions in the economy. This module aims to introduce students to the core principles and terminology of microeconomics and its role in business. Students will develop a range of economic analytical skills including numerical, graphical, research and modelling methods that can be applied in a variety of business careers.

Students gain an understanding of core marketing principles and how they apply in a digital environment. The module explores consumer behaviour, segmentation, targeting, positioning, and the marketing mix. It highlights the evolving role of digital technologies in modern marketing practice.

This module builds on the students’ knowledge of accounting concepts and principles covered in Business Accounting 1A.

This module develops quantitative skills required in business contexts. Students learn how to apply mathematical techniques to financial calculations, statistics, and data interpretation. It strengthens analytical and problem-solving skills for decision-making.

This module is 100% practical, building on Digital Marketing Applications 1. The module is designed to provide students with hands-on experience of using digital marketing tools. Students will learn the importance and benefits of both mobile marketing and social media marketing.

The Computer Applications module is integral to preparing the student for their transition to third level and equipping them with the IT skills necessary to complete assignments for modules in their discipline. The development of IT skills enables the student to progress successfully through university and subsequently in their working lives. This module will introduce the student to the practical elements of Information Technology and file management. Together with instruction in the use and application of Microsoft Applications software, this ensures the student is competently prepared to produce business documents, reports, presentations, spreadsheets and emails. Proficiency in the use of internationally recognised software will provide opportunities for the student to work across sectors and with multinational organisations. It is also possible to pursue accreditation in Microsoft Office Specialist (MOS) to further internationalise their skill set.

The module establishes a meaningful framework of marketing concepts, philosophies and tools while equipping the students to use this framework in the creative interpretation and solution of marketing problems through social media marketing.

The module teaches the importance of Data, Information and Data Security in a business/organisation. The student will understand and describe the different security threats to the organisation and the security measures that can be taken. Additionally, the student will describe the modern working environment and its use of different technologies like the Cloud. Students are introduced to and given directed hands-on experience using the fundamental features of a popular spreadsheet package applicable to the modern business environment. The emphasis is on the fundamental spreadsheet features and their use in the practical hands-on manipulation and analysis of data from the business environment locally and internationally. Students may be given the opportunity to achieve Microsoft Office Certification in Microsoft Excel, in the form of Microsoft Office Specialist (MOS).

The module aims to introduce students to key concepts and theories of branding and brand management. It will equip students with the knowledge and skills required to create and effectively manage a brand, and to build impactful brand campaigns in the digital era. It will also allow students to research, plan, develop, implement and measure the impact of a digital branding campaign.

The aim of the module is to equip students with an understanding of the role entrepreneurship plays in society and to develop the skill-set necessary for entrepreneurial activity in a digital marketing context.

This module acknowledges the importance of video creation in digital marketing. The module will develop the student’s technical and conceptual skills in video and use of effects such as green screen to enhance content creation.

Introduction to Digital Analytics & SEO provides students with an introduction to Search Engine Optimisation, digital concepts and Analytical reporting, providing students with the ability to perform important digital marketing functions and knowledge of the terminology used in the online industry.

Students will design and implement e-commerce websites suitable for a variety of businesses using the latest web technologies. The emphasis will be on practical design and implementation of an ECommerce website. Students will get hands-on practical experience in web hosting, content creation, backup and security procedures, the design process, design and implementation of an ECommerce website and measuring website performance using analytics.

The advanced social media apps and AI module is designed to afford students the opportunity to gain hands-on experience using Social Media applications in the context of digital marketing, advertising, communications and knowledge-sharing. Artificial Intelligence (AI) in social media applications is transforming how businesses, organisations and brands are using social networks like Facebook, Instagram, Twitter and Linkedin. This module will focus on the value of AI when automating tasks related to social media management and its scope to carry out social media monitoring at scale. This module has a practical orientation and has 100% practical assessment. It will look at current social media applications and how they integrate AI features to improve performance and deliver results.

The module enables the students to acquire an understanding of marketing management but also acknowledges that we live in a time when technology has fundamentally changed how marketing is delivered in organisations globally. It provides students with the concepts, processes, frameworks and experiences that are useful for managing marketing in a digital age.

Macroeconomics is concerned with the operation of the economy as a whole where we deal with aggregate variables. This module aims to introduce students to the core principles and terminology of macroeconomics and its role in business and marketing in particular. Students will develop a range of economic analytic skills using numerical, graphical and modelling methods. By applying core economic principles through case studies and business scenarios, students will develop skills that can be applied in a variety of modern business and marketing careers.

This module introduces the learner to the concept of creative content marketing for social and digital marketing. The student will learn how to plan, develop and implement a digital content strategy.

Search engine optimisation (SEO) is the process of improving online traffic to a given website by increasing the site’s visibility in the search engine results. Web Usability is about people’s behaviour after they arrive on your website, with the main goal being to increase the conversion rate.

The learner will study management accounting techniques, used to provide managers with information to assist with costing and decision-making. The learner will also be introduced to various sources of finance used by organisations and the implications of taxation.

This module will provide students with knowledge and ability to understand, prepare and execute a market research study. Students conduct primary and secondary research, analyse data using statistical tools, and interpret findings to inform marketing decisions. It will further enable the students to analyse market research in the community and appreciate the role that market research plays within an organisation.

Advanced Search engine optimization (SEO) will build on the module SEO and Usability which is taught in semester one. The students will evaluate their current campaign with the view of improving online traffic to a given website by increasing the site’s visibility in the search engine results. The students will use Advanced Web Usability (heat maps, user testing) is about people’s behaviour after they arrive on your website, with the main goal being to increase the conversion rate.

Cyber Psychology is the study of the human mind and behaviour in the context of human-technology interaction. It encompasses all psychological phenomena that are associated with or affected by emerging technology. This module studies human interactions with other emerging technologies, including the internet, mobile computing, mobile phones, games consoles, virtual reality, digital media and any other technology which has demonstrated an ability to alter human behaviours. It considers the impact of evolving trends, such as technological convergence, on individuals. Cyberpsychology also examines human interactions with less ubiquitous technologies, such as cyborgs and artificial intelligence.

This module will enable students to understand how technology has fundamentally changed marketing and its delivery within organisations. Learners will critically evaluate the key factors pivotal to the development of a digital marketing strategy, such as the digital marketing environment, digital consumers and the digital marketing mix, in order to develop an understanding of the role and importance of digital marketing for modern-day businesses. It introduces students to the scope of digital marketing in a highly dynamic environment and emphasises the role of digital marketing in an overall marketing and business strategy. The purpose of the module is to provide students with the concepts, processes, frameworks and experiences that support the students’ ability to develop and manage sustainable and inclusive digital marketing strategies.

The main aims of this module are to provide the learner with: A solid foundation in the principles of online paid advertising and its role within the digital marketing communications mix. A conceptual knowledge and practical appreciation of online advertising strategy development and implementation. An ability to examine the role and function of the various online advertising options and develop online advertising campaigns. A practical understanding and knowledge of the main evaluation tools used to determine the success of an online advertising campaign. This module will provide students with a live simulation where they can conduct A/B testing of ad campaigns with the view to perfecting their ads in order to achieve better revenue and ad engagement.

The aim of the module is to equip students with professional skills to be used in a business environment. They will develop innovative and creative tools which play a key role in their development as a Digital Marketing professional. Students will apply self-assessment techniques and will consider their application in a Digital Marketing environment.

Advanced Digital Marketing Analytics will explore and evaluate how businesses may make use (or better use) of marketing data analytics to improve business decision-making and overall performance. Students will also learn how to use data to drive their marketing activity and measure the effectiveness of their website, social media and email with the view to setting appropriate KPI’s for digital channels in order to measure for revenue and effectiveness.

This module equips final-year digital marketing students with the strategic and creative skills required to design and execute effective digital content campaigns. Learners will deepen their understanding of content planning, audience targeting, and platform-specific content strategies. Emphasis will be placed on the creation and delivery of compelling digital assets, incorporating visual, written, and multimedia content. Students will also refine their abilities in persuasive copywriting, brand storytelling, carrying out research and the development of a consistent and impactful brand voice across digital channels.

Ethics, integrity and sound professional conduct are essential qualities for all marketers. The aim of this module is to enable students to critically engage with ethical and legal issues in digital marketing through a combination of critical reflection and academic study. The skills students will develop will be relevant to ethical decision-making, problem solving, and deeper consideration of issues in areas of professional, social, and personal responsibility. This module will develop enquiry and critical reasoning skills, which are essential for graduates of digital marketing.

This module will focus on the full range of contemporary promotional tools available to the marketer for the integrated marketing communication plan. It will enable students to develop a conceptual and systematic approach to the identification, analysis and solution of problems in marketing communication.

This module prepares students for employment within the digital marketing industry by developing the key skills, knowledge, and behaviours required for success in a dynamic, global workplace. Students will engage proactively with industry to secure positions. The module emphasises creative problem-solving, ethical and inclusive professional conduct, and the development of strong interpersonal and business communication skills.

Students will undertake a 20-week work placement within the digital marketing industry, gaining exposure to professional practices and working environments. Placement provides an opportunity to apply academic learning to real-world settings, enhancing students’ practical skills, creativity, and professional competencies. Through active participation in the workplace, students will also develop key interpersonal skills, including collaboration, communication, and adaptability.

The aim of this module is to encourage students to use all the skills, understanding and experience they have gathered throughout the programme and develop a proposed digital marketing strategy for a real-life company with unique digital marketing requirements. This module provides students with the support and skills necessary to develop, research, write and present a live digital proposal in semester 1 for the implementation and execution of a company’s digital marketing strategy which will take place in semester 2. Students will utilise the most up-to-date technologies and software available. Students are expected to apply, in a live business environment; the knowledge, understanding and skills developed in the taught elements of the programme, in a sustainable, inclusive and ethical manner. The module provides students with the opportunity to develop a live digital proposal for a company in a way that is cognisant of the triple bottom line of planet, people and profits.

This module provides students with the skills necessary to take a proposed digital marketing strategy which has been developed and presented to an assigned company in semester 1 and transform it into a digital marketing strategy for implementation. The live digital marketing capstone project includes the implementation of a digital marketing strategy, a branding strategy, a social media strategy, a search engine optimisation strategy, digital content management, and web analytics for a real-life company. Students will also be expected to present the final project to the company and address the feedback provided. Students will utilise the most up-to-date technologies and software available. Students are expected to apply, in a live business environment; the knowledge, understanding and skills developed in the taught elements of the programme, in a sustainable, inclusive and ethical manner. They will also be encouraged to reflect on the impact of their decisions in a way that is cognisant of the triple bottom line of planet, people and profits.