MKT42270 Digital Communications Mgt

Academic Year 2017/2018

Just as smart phones and social media have expanded how we talk to each other, these and other digital technologies have expanded how marketers talk to us. In this course, we’ll start with the fundamentals of good digital communication: persuasion, copywriting, and visual design. Then, we’ll move into strategic content creation, from social posts to viral videos and long-form articles that score top placements on Google and Bing. This course aspires to make you an expert in managing and partaking in the breadth of communication channels of the digital age.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module students will be able to:

Identify opportunities for strategic digital content based on keyword research.

Craft compelling short-form (e.g., a Tweet) and long-form (e.g., an article) digital content that is on-brand and search engine optimized.

Critique and optimize visual design and usability across digital platforms.

Assess the effectiveness of digital communications via analytics.

Understand the omni-channel customer journey and the marketing mix needed to support traditional, digital and combined buying cycles.

Audit a brands’ digital communications presence and improve it.

Student Effort Type Hours
Lectures

0

Total

0

Requirements, Exclusions and Recommendations

Not applicable to this module.



 
Description % of Final Grade Timing
Essay: Research and write a strategic piece of content marketing

35

Unspecified
Group Project: Social media + mobile audit report and presentation

30

Unspecified
Assignment: Drive web traffic

25

Unspecified
Continuous Assessment: Mini-assignments/participation

10

Unspecified

Compensation

This module is not passable by compensation

Resit Opportunities

In-semester assessment

Remediation

If you fail this module you may repeat, resit or substitute where permissible

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