Digital Marketing & Media Project
This module is designed to form an essential element which facilitates learners in consolidating the key strands of the Digital Marketing & Media programme in an integrative project.
On successful completion of this module learners should be able to:
- Recognise and apply the cross disciplinary relevance of learning achieved in the other Digital Marketing and Digital Media Programme modules.
- Translate the academic theory underpinning Digital Marketing and Digital Media into an applied nature by creating a realistic industry standard digital communications campaign.
- Communicate a proposal for a realistic industry standard event that illustrates an effective digital marketing campaign and implementation of appropriate digital media strategies.
- Explain how selected digital marketing and digital media strategies should and can be applied together effectively in an industry setting.
Initial Tutorial: Having introduced the project in the first Digital Marketing and Digital Media classes, groups are formed and invited to meet the co-ordinator to discuss: project framework and parameters; timelines and requirements; group work styles; potential events and potential content for the project.
Progress Tutorial: To coincide approximately with Session 3 of the Digital Marketing and Digital Marketing Modules, groups are invited to arrange a meeting to update the co-ordinator on progress to date, event details, research plans, obstacles encountered, technical queries, economic and cultural challenges and any group issues.
Digital Marketing Campaign: To coincide approximately with Session 5 of Digital Marketing, groups are scheduled to meet the co-ordinator to discuss and explore the requirements to design an effective digital marketing campaign.
Digital Content Programme: To coincide approximately with Session 7 of the Digital Media Module, groups are scheduled to meet the co-ordinator to discuss the technical requirements of producing digital content.
Written and oral elements: To coincide approximately with Session 9 of both Modules, groups are scheduled to meet the co-ordinator to discuss their final document and their oral presentations.
Reading Lists and Other Resources
Textbook / Journal based Resources
Dennis & Merrill. Media Debates: Great Issues for the Digital Age. Thompson & Wadworth, 2006
Creeber & Martin. Digital Culture: Understanding New Media. Open University Press, 2008
Jenkins, Henry. Convergence Culture: Where Old & New Media Collide. New York University Press, 2008
Anderson, Chris. Makers: The New Industrial Revolution. Random House Business, 2012
Friend & Singer. Online Journalism Ethics: Traditions and Transitions. ME Sharpe, 2007
Kiberd, Damien. Media in Ireland: the search for diversity. Four Courts Press, 1997
Meerman Scott, David. The New Rules of Marketing & PR, 3rd Edition. Wiley & Sons, 2011
Vaynerchuk, Gary. Crush It. Harper Collins, 2009
Li, Charlene and Bernoff, Josh. Groundswell. Harvard Business Press, 2011
Godin, Seth. Tribes. Penguin Group, 2008
Sernovitz , Andy. Word of Mouth Marketing. Greenleaf Book Group Press, 2012
Kotler, Philip. Marketing 3.0. Wiley, 2010
Pogue, David and Miller, Aaron. iMovie ’11 & iDVD: The Missing Manual. 2011
Wells, Peter. Digital Video Editing: A User’s Guide. 2007
Petelin Roman and Petelin, Yury. Cool Edit 2 Pro in Use. 1 Feb 2003
Riley, Richard. Audio Editing with Cool Edit. 30 Jul 2001.
Journals and Web Based Resources
Columbia Journalism Review
Jeff Jarvis blog: http://www.buzzmachine.com
Students should also access the resources listed on the Digital Media & Digital Marketing modules.