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:

  1. Recognise and apply the cross disciplinary relevance of learning achieved in the other Digital Marketing and Digital Media Programme modules.
  2. Translate the academic theory underpinning Digital Marketing and Digital Media into an applied nature by creating a realistic industry standard digital communications campaign.
  3. Communicate a proposal for a realistic industry standard event that illustrates an effective digital marketing campaign and implementation of appropriate digital media strategies.
  4. Explain how selected digital marketing and digital media strategies should and can be applied together effectively in an industry setting.


Course Content:

Tutorial 1

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.

Tutorial 2

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.

Tutorial 3

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.

Tutorial 4

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.

Tutorial 5

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

The Tow Knight Centre for Entrepreneurial Journalism Roy Greenslade blog

Jeff Jarvis blog:

Other Resources

Students should also access the resources listed on the Digital Media & Digital Marketing modules.