top of page
Digital Marketing - 5N1364

The aim of this module is to equip you with the knowledge, skills and competence to build and implement digital marketing strategies and activities, under supervision, using a range of e-tools within a range of digital marketing contexts. The learner will appreciate and evaluate current digital marketing practices with traditional forms of marketing and develop digital marketing plans for businesses/clients.

QQI Credits: 15

What will I learn?

Facilitate the Learner to:

  1. Outline the unique characteristics of the web as a marketing medium.

  • Explain the history of digital marketing, e-commerce/business.

  • Compare and contrast traditional Marketing to Digital Marketing.

  • Discuss the 4Ps to Digital Marketing mix (Product, Price, Promotion, Place).

  • Explore e-tools used in Digital Marketing and Social Media platforms – e.g. Facebook, Twitter, LinkedIn, Youtube, Snapchat.

  • Describe generation segmentation, by age and culture in Digital Marketing.

  • Identify risks of consumer objections to issues of privacy.

  1. Differentiate digital marketing from traditional marketing practice.

  • Product – compare the product/service and its web application, e.g. website, apps, online games from a traditional marketing to a digital marketing perspective.

  • Price – look at websites such as comparison websites – from traditional marketing to digital marketing perspective.

  • Promotion – look at the impact of social media promotion – Facebook etc.

  • Place – look at online shopping outlets, online ordering, banking, airlines and security aspects – from traditional marketing to digital marketing perspective.

  1. Identify digital marketing strategies and explain their integration with traditional marketing.

  • Product – downloading products as opposed to buying actual objects.

  • Price – explore instore pricing, as opposed to online pricing.

  • Promotion – what digital promotion to use with online communities as opposed to offline communities.

  • Place – how to decide which products to make available online, as opposed to offline.

  • Explore customer service, query and complaints handling online, as opposed to offline.

  1. Outline the stages of analysis, development, implementation and control of digital marketing campaigns.

  • Discuss stages of a Digital Marketing Campaign, from analysis of target market, identifying what to use, such as media clips, Social media – Facebook, Twitter, LinkedIn, websites, podcasts and blogs.

  • Finding the ‘best fit’ combination to integrate with any traditional marketing plan, gauge volume of online sales, through to development of the people involved in the campaign and implementation of the plan.

  • How to control or monitor the user experience, how to monitor the competitive ranking of the web presence (SEOs).

  1. Identify e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns.

  • Explore e-tools for social media digital marketing – Facebook, LinkedIn, MySpace, Twitter and other social media.

  • Explore YouTube, Podcasts, Newscasts.

  • Explore eMail Marketing options using automated email tools.

  • Explore SEO (Search Engine Optimisation) –keywords, metatags, links, page titles, descriptions, and using website diagnostic tools.

  • Explore online advertising

  1. Outline strengths and weaknesses across a range of e-tools.

  • Describe strengths and weaknesses of different e-tools used in Digital Marketing – social media marketing, email marketing, SEO, advertising.

  1. Develop customized digital marketing campaigns to include the use of e-tools.

  • Learner to develop a digital marketing campaign plan for a business.

  • Choose suitable e-tools for carrying out the Digital Marketing campaign and explain why.

  • Structure of Digital Marketing Campaign to include Introduction to the Company, Company Vision/Mission, and customers

  • Decide on Digital Marketing Campaign objectives.

  • Design Digital Marketing Campaign to include appropriate content.

  1. Evaluate the effectiveness of campaigns using analytical e-tools.

  • Discuss the selection of appropriate e-tools for evaluation purposes for a Digital Marketing Campaign.

  • Make recommendations as to how to improve the Digital Marketing Campaign with the addition/replacement of a variety of e-tools.

  1. Plan a digital marketing campaign from inception to completion.

  • Assist the learner through the stages such as Analysis, Development, Implementation and Evaluation of the Digital Marketing Campaign.

  1. Choose appropriate e-tools to implement a digital marketing strategy.

  • Justify the reasons for choosing or rejecting e-tools for a Digital Marketing Strategy.

  1. Monitor digital marketing campaigns and use e-tools to include web analytics, social media monitoring and social bookmarking, to measure their effectiveness.

  • Design an On-line Survey using Surveymonkey.

  • Carry out online market research – primary and secondary market research.

  • Monitor the social media impact of the company chosen.

  • Suggest improvements and make recommendations.

  1. Demonstrate a range of client management relationship skills to establish and maintain the business-to-business process.

  • Discuss CRM (Customer Relations Management) versus eCRM for Digital Marketing.

  • Explain SEO, Pay per Click, and SEM

  • Classroom-based, face-to-face 'Live Tutor instruction/in a classroom/and online class environment.

  • Workplace learning.

  • Blended learning (hybrid model where a portion of learning is classroom-based and a portion of which is online learning.   

  • Tutor support available between classes (online, face-to-face, or by telephone).

Entry requirements

QQI Level 4 Certificate, or equivalent life/work experience.  A copy of your current Curriculum Vitae or certificate.  It is expected that you will have a range of learning styles, strengths and needs related to the programme and have the capacity to take responsibility for your own learning within the managed classroom and online environment, provided by Lir Business Services & Training Centre.

Learners must reside in Ireland.  This course is delivered through English.  A competency test may be carried out for English language and literacy and/or computer skills to ensure that you have the skills necessary to complete the programme.

Learners must reside in Ireland.   The following English language proficiency tests and results are acceptable :

IELTS Indicator Test The minimum score is 6 unless otherwise stated.

TOEFL iBT Special Home Edition The minimum score is 92 unless otherwise stated.

Duolingo English Test The minimum score required is 95 unless stated otherwise.

Exam English If you are unsure of your current level, you can take a free test on sites such as this one. 

If you are unsure contact Lir Reception (044) 9342754 to speak to a qualified person who will be able to assist you.

IT/Computer Skills: sufficient working knowlege of computers.  Learner must have access to a PC, laptop or mobile device with internet access, Windows 8 or later or a Mac with OSX 10.5 or later, a browser with the latest version of Microsoft Edge, Chrome, Firefox or Safari, Adobe Reader to view PDFs.  Your device must have a working camera and audio. PC must be capable of playing video and audio files. We provide you with access to Microsoft 365 Office applications (Word, Excel, Powerpoint, Outlook, Teams).

Blended Learning: Learners must be self-motivated and be able to take responsibility for their own self-directed learning, outside the 'Live' Tutor online classes as they complete their blended learning course.

Reasonable Accommodation: Learners with a disability, medical condition or learning difficulty: In line with the Equal Status Acts 2000 to 2015 - Lir provides reasonable accommodation to meet the needs of our learners to ensure fairness and equality with others on the course.

Certification and Assessment

Following successful completion, you will receive a QQI Level 5 component certificate in Digital Marketing (5N1364) from QQI.

Quality and Qualifications Ireland (QQI) is the national awarding body for further education and training in Ireland.  Lir Business Services & Training Centre Ltd is registered with QQI, as a Private Training Provider,  to offer programmes leading to QQI  awards on the National Framework off Qualifications in Ireland (N.F.Q.) 

Learner Progression: Learners who successfully complete this module may use the associated credits towards a relevant Major Award.

Assessment: Portfolio / Collection of Work 50% and Skills Demonstrations 50%

Grading: Pass 50% - 64%, Merit 65% - 79%, Distinction 80% - 100%

When can I start?

See Lir Course Schedule

Lir Terms and Conditions


A Blended and Online Course with 'Live' Tutor classes, optional Virtual Office Hours and Tutorials.  2 x Workshops over 5 weeks or 8 x Evening Classes plus self-directed learning with online support.

This Programme comprises of 1 module.  The duration of this module is typically 150 hours.  This is a combination of 50 hours of Directed Learning and 100 hours of Self-directed learning.  The 50 hours of Directed Learning takes place in Classroom Attendance and 'Live' Tutor Online Classes.  Self-directed Learning is learner-led, and it includes self-directed study, through Lir eLearning Hub.  This will entail preparation and reflection time on your part.  There are Virtual Office Hours throughout the week also to give you the opportunity of meeting your Tutor online, if you have any queries.


Upon successful completion of a Major award, learners can progress to an award on the next level on the NFQ.  Alternatively, the Higher Education Links Scheme (HELS) gives learners the opportunity to use their QQI Level 5/6 Major Award to apply through the CAO for a place in the first year of a higher education programme. In some instances, progression is on the basis of specific Level 5 or 6 Major Awards, Learners should check with the higher education institution prior to commencement. Components (Minor Awards), or achievement of less than 120 credits, will not suffice for progression under the HELS.

Course Fee


Payment Options

Course fee: Phone Lir Reception (044) 934 2754 for a quote.. Payment: 1) in full, or 2) flexi-payments, 3) funding, 4) in-company - separate quote You may qualify for funding by contacting your local Intreo/DSP Office.

19 February 2024 at 20:05:07

bottom of page