Digital Marketing (MSc)

Applications and Selections

Who Teaches this Course

Requirements and Assessment

The programme is open to degree holders from a university or other recognised degree-awarding body. Applicants should hold an NQAI Level 8 qualification or equivalent; IELTS score of 6.5 or equivalent, if applicable.

Glossary of Terms

Year 1 (60 Credits)

The Postgraduate Diploma in Digital Transformation is designed for students who wish to pursue a career as business analysts, consultants, IT project managers, or business analytics/data scientists using the concepts, tools and methodologies of digital transformation to tackle complex business challenges and create value for organisations.

*A 10% course fee contribution (€600) for graduate conversion courses is applicable for employed participants and recent graduates.

The formerly self-employed not in receipt of a DEASP payment must also pay 10%. This is payable directly to the provider.

There are no tuition fees for DEASP customers or Returners but any subsequent costs such as travel, and course materials must be borne by the participant.

For further details see https://springboardcourses.ie/faq

(For information on how to apply, click here.)

Dr Michael Lang
Lecturer in BIS
E: [email protected]

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

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 todays 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 todays 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 todays 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

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. by Dave Chaffey,P. R. Smith,Paul Russell Smith
   ISBN: 9780415533379.
   Publisher: Routledge
2. by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
   Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
3. by Ford Jr., J.L. and Stanek, W.R.
   Publisher: Cengage Learning
4. by Kaufman, I & Horton, C.
   Publisher: Routledge
5. by Leboff, G.
   Publisher: Kogan Page
6. by Orsburn, E.M.
   Publisher: Cengage Learning
7. by Proffitt, B.
   Publisher: Cengage Learning
8. by Ryan, D. & Jones, C.
9. by Schneider, G.P.
   Publisher: Course Technology, Cengage Learning; Kogan Page
10. by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan

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. by Brian Halligan, Dharmesh Shah.
   Publisher: Wiley

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. by Mark Saunders, Philip Lewis & Adrian Thornhill
   ISBN: 9781292016627.
   Publisher: Prentice Hall

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. by Powell, G.R.
   Publisher: John Wiley & Sons.
2. by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
   Publisher: Pearson, New Jersey publishing as Prentice Hall
3. by Lenskold, J.D.
   Publisher: McGrath Hill
4. by McDonald, M. & Mouncey, P.
   Publisher: Kogan Page
5. by Ambler, T.
   Publisher: Pearson Education Ltd.

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. by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
   ISBN: 978077107956.
   Publisher: McGraw Hill
2. by Raymond P. Fisk, Stephen J. Grove, Joby John
   ISBN: 9780618641802.
   Publisher: Houghton Mifflin
3. by Leslie De Chernatony and Malcolm McDonald
   ISBN: 0750659807.
   Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.

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

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.

Applications and Selections

Who Teaches this Course