Unit 24: Digital Marketing

Unit code                           D/508/0538

Unit level                           QCF Level 5/ NFQ Level 6/7

Credit value                       15


The aim of this unit is to introduce students to the major developments taking place in digital marketing. It will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage. This unit is designed to provide students with the knowledge and tools to work at part of a digital marketing team or go on to study more in this specific area.

Digital marketing is now a major component of all successful marketing organisations. However, with the landscape continually evolving, it is important for marketers to stay ahead of their competitors and deliver cutting-edge digital marketing approaches and strategies.

Learning Outcomes

By the end of this unit a student will be able to:

  1. Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
  2. Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
  3. Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
  4. Evaluate methods of monitoring and measuring digital marketing effectively.