IMDE H3000: Interactive Marketing Design

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1 Short Title: Full Title: Interactive APPROVED Interactive Module Code: IMDE H3000 Credits: 5 NFQ Level: 7 Field of Study: Marketing and advertising Module Delivered in 2 programme(s) Reviewed By: ADRIAN PAYNE Module Author: Deryck Payne Module Description: The aim of this module is to provide the learner with a strong foundation on interactive marketing campaigns through the understanding of search, social media and mobile technologies. The skills learnt in this module can be applied in practical projects in this and other modules, and in their career. Learning Outcomes On successful completion of this module the learner will be able to: LO1 LO2 LO3 LO4 Understand online Advertising, including , rich media, video gaming advertising, and social networking strategies. Understand the importance of search engines and social media in interactive marketing. Demonstrate an understanding of Search Engine Optimisation. Explain how mobile technology and applications can be used within an interactive marketing campaign. Pre-requisite learning Co-requisite Modules No Co-requisite modules listed

2 Module Content & Assessment Content (The percentage workload breakdown is inidcative and subject to change) % Search Engines Intro to Search Engines; Search Engine Marketing and Advertising Search Engine Optimisation What is SEO and why it is important; The elements of SEO; Practical issues with SEO Social Media and Blogging Understanding social media; Different types of social media; The use of Social Media in interactive campaigns; Advetising on Social Media and Blogs Mobile Technology Carrier and technology intoduction; Applications Options; Business strategies using mobile technologies. On-Line Advertising Online Ad Serving and Management; Rich media advertising; ; Monitoring effectiveness 10.00% 25.00% 25.00% 20.00% 20.00% Assessment Breakdown % Course Work 50.00% End of Module Formal Examination 50.00% Course Work Assessment Type Assessment Description Outcome addressed % of total Assessment Date Project Continuous Assessment A Group project that will utilise the students knowledge of search, search engine optimisation, mobile and social media. Continuous Assessment will take the form of a number of individual assignments relating to the formal lectures 2,3, n/a n/a End of Module Formal Examination Assessment Type Assessment Description Outcome addressed % of total Assessment Date Formal Exam End-of-Semester Final Examination 1,2,3, End-of-Semester Reassessment Requirement Repeat examination Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element. IT Tallaght reserves the right to alter the nature and timings of assessment

3 Module Workload Workload: Full Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lecture No Description 1.00 Every Lab No Description 2.00 Every Independent Learning No Description 6.00 Every Total ly Learner Workload 9.00 Total ly Contact Hours 3.00 Workload: Part Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lab No Description 2.00 Every 2.00 Total ly Learner Workload 2.00 Total ly Contact Hours 2.00

4 Module Resources Required Book Resources Damian Ryan, Calvin Jones, 2012, Understanding Digital Marketing, 2nd Ed., Kogan Page [ISBN: ] Recommended Book Resources Mike Moran and Bill Hunt 2008, Search Engine Marketing, Inc, 2nd Ed., IBM Press [ISBN: ] Recommended Article/Paper Resources Wiley Periodicals, Inc Journal of Interactive Marketing International Journal of Mobile Marketing, Mobile Marketing Association Internet Marketing Journal UK Other Resources Website: n/a

5 Module Delivered in Programme Code Programme Semester Delivery TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 6 Mandatory TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 6 Mandatory