DIGITAL MARKETING

Fast-Track MBA Subject

Subject Summary

Dive into the dynamic world of Digital Marketing! This elective MBA subject is designed for current and aspiring managers, business leaders and entrepreneurs who seek to understand the art of marketing in a world where technology, consumers and media continuously reshape the business landscape.

Co-created with industry leaders in the digital marketing space, our Digital Marketing curriculum provides cutting-edge learning that is immediately applicable to organisations of all shapes and sizes. Studying the subject, you will learn how to craft, deploy, manage and critically evaluate digital marketing strategies, ensuring they are customer-centric and aligned with your business objectives. The focus is not only on the various tactics employed in digital marketing but also on developing an innate understanding of how to connect these tactics into a cohesive, effective strategy.

Expanding your learning, the subject delves into digital marketing audits, online communities and mobile marketing. You’ll grasp extended realities like augmented and virtual realities as well as the management of resources, understanding marketing metrics and harnessing data and analytics for deeper insights.

AIB Subject Code
9013DM
QualificationsMBA (General)
MBA (Marketing Management)
AQF LevelLevel 9
Delivery100% online
Subject Length8 weeks
Prerequisite SubjectsMarketing Management
Start Dates2024 MBA Timetable

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Subject Learning Outcomes

On successful completion of this subject, you will be able to:

  • Demonstrate an advanced understanding of contemporary new digital marketing theory and practice.
  • Examine digital marketing theory, measures and practice to create a comprehensive digital marketing audit.
  • Critically analyse various metrics, innovative approaches, techniques and ethical perspective to design a digital marketing strategy.
  • Communicate digital marketing strategies, tactics and measures to others clearly, persuasively and credibly.
Key Topics
  • The digital marketing landscape and customer
  • Digital marketing audit and strategy
  • Online communities, mobile marketing and extended realities
  • Digital marketing plans and managing resources
  • Marketing metrics, analytics and insights
  • Improving, integrating and transforming digital marketing

Assessment

In this subject, students complete two assessments designed to develop and showcase their digital marketing expertise. The first involves composing a report to audit an organisation’s current digital marketing practices using relevant frameworks and recommending strategies for improvement. In the second assessment, students develop a comprehensive digital marketing strategy and plan, which involves selecting a relevant framework, developing goals, building a digital customer persona and choosing the most appropriate digital marketing tool to help the organisation reach its goals and meet customers needs.

“Looking back, I think the only thing I would have changed is that I would have started earlier. And that would be my advice to other students – start now. My entire master’s was a very practical experience. I was excited I could relate each and every single assignment back to my actual work.”

How you will learn

100% Online MBA Learning

Our innovative Student Learning Portal is your ultimate digital resource for everything you’ll need to successfully complete this subject and your online MBA, with the flexibility to access your learning materials, videos, podcasts and other multimedia on any device. You’ll engage with fellow students and have key concepts explained by your Online Facilitators in webinars and forums.

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In addition to the Student Learning Portal, the myAIB app allows you to download modules and full subjects to view offline to save your cellular data, receive notifications for assessments and webinars, listen to audio versions of modules through Soundcloud and enjoy many other useful features.

The myAIB learning portal app is available on Google play and on the Apple app store.

AIB supports your success

When you study with AIB, you’ll be supported by our skilful team of over 180 academic, student support and professional staff, who will be with you every step of your MBA journey.

Student Learning Portal

  • Our innovative Student Learning Portal provides all the resources and support you’ll need to successfully complete your MBA studies

Academics

  • Highly qualified and experienced academics
  • Practice-centric curricula, innovative learning resources and realistic assessment techniques

Study Tools

  • Access to tools you’ll need to successfully complete your degree and excel in your career including Office 365, LinkedIn Learning, Scite_, GrammarlyEDU and Endnote

Student Support

  • Dedicated student and enrolment teams
  • Supporting you with any issues big or small from orientation to graduation

Online Facilitators

  • Each class has a dedicated Facilitator (OLF) and a limit of just 50 students to ensure you’ll benefit from high levels of interaction, relationship building and learning

Wellbeing and career support

  • Access to a confidential support service providing personal counselling, wellbeing advice and career assistance

Got questions about studying Digital Marketing with AIB?

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Frequently Asked Questions

Expand All

What does AIB’s Digital Marketing MBA subject cover?

Our Digital Marketing subject focuses on the strategy behind digital marketing rather than just the adoption of tech for tech’s sake. Students learn how to craft, deploy, manage and critically evaluate digital marketing strategies that are customer-centric and aligned with business objectives. The subject emphasises not just the various digital marketing tactics but also how to integrate these into an effective, cohesive strategy. It delves into digital marketing audits, online communities, mobile marketing and extended realities like augmented and virtual realities.

Is prior knowledge required to succeed or find value in the subject?

Prior knowledge or experience is not required to succeed in the subject. However, before enrolling in Digital Marketing, students will complete the subject Marketing Management in which the strategic role of marketing in business is explored, as well as how to analyse a potential market, segment it and develop a suitable marketing mix.  

Will I benefit from this subject if I am an experienced marketer?

Interviewing digital marketing managers when designing the subject uncovered that though it is important to remain up to date with the latest digital platforms and trends, always going back to the foundations of strategy and evaluating success measures and metrics is crucial.

As a marketer, studying this subject will also give you the opportunity to produce a tangible strategy, hopefully of value to your organisation. Your assessments will integrate academic research and theory with practical application as you audit your organisation and then develop a comprehensive digital marketing plan.

How do I apply to study Digital Marketing?

If you’re interested in studying Digital Marketing and the AIB MBA, get in touch with an AIB Advisor to discuss your application and timetabling. 

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