Digital Marketing

University College Dublin

Course Description

  • Course Name

    Digital Marketing

  • Host University

    University College Dublin

  • Location

    Dublin, Ireland

  • Area of Study

    Business, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    5
  • Recommended U.S. Semester Credits
    2
  • Recommended U.S. Quarter Units
    3
  • Overview

    Digital technologies and web 2.0 related technologies have transformed the way businesses identify, communicate, sell & interact with current/future customers, as well as managing relationships with all business stakeholders. Digital marketing is often equated to digital communication (e.g. Paid Search Advertising, Display advertising, Social Media Marketing etc). This key aspect of digital marketing and will be covered during this module but marketing in the digital context is fundamentally much broader. This course aims to explore the core implications of the digital revolution for entrepreneurs, marketers, brand managers and consumers. Specifically, this module focuses on how digital technologies (e.g. internet/social media, smart devices, mobile technology) and platforms/tools (e.g. Facebook, Google and LinkedIn) have fundamentally changed paradigms of marketing strategy. Accordingly, marketers must understand fully the digital context within which their decisions take place and this entails developing a core value proposition through segmentation, positioning and branding which is fundamentally different in web 2.0 versus ?traditional? marketing techniques. This module seeks to both explore and deliver cutting edge marketing issues within the digital world via a range of meaningful strategic models, applied theory and practical course elements.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.