Module Details

Module Code: PREL B8Z01
Full Title: Online PR
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 5
Module Owner:: Colin Cooney
Departments: Unknown
Module Description: no description provided
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Discuss how various industries are being transformed by e-business and how successful e-strategies are developed.
MLO2 Describe the various aspects of online public relations in relation to digital culture and identify the rules of good citizenship online.
MLO3 Explain how online PR can supplement traditional public relations methods.
MLO4 Identify the rationale and tools for monitoring and managing a client's reputation online.
MLO5 Identify the elements that ensure effective website creation and the technical requirements of a website.
MLO6 Use HTML & CSS to develop a basic website.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
e-Business & The Internet
e-Business Environment, Models and Strategies, Applications, Outsourcing
Digital Culture
Transparency, demographics, richness and reach, new models for information exchange, Ethical, Legal & Social Concerns
Online Publicity & Branding
Online press releases, free publicity, getting noticed, the Network effect
Digital Marketing
Web promotions, E-mail, newsletters, direct marketing, Search Engine Marketing
Virtual and Brand Communities
The Geography of Social Media, Online News Rooms, Discussion and message boards, RSS, Wikis, photo sharing, instant messanging, blogging
Monitoring, Measurement and Evaluation
Web Analytics, measuring effectiveness, trends, CRO, online reputation management
Designing for the web
Internet usability and accessibility issues,Web site file structure and archiving techniques, Uploading and site maintenance and Writing for the web
XHTML & CSS
Basics of XHTML & CSS including general formatting, lists, hyperlinks, images, tables, styles.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Portfolio % of Total Mark 35
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,5
Duration in minutes 0
Assessment Description
Students will create a blog where they will write about class related topics. This will be assessed by looking at the Aesthetics, Technical and Content aspects.
Assessment Type Project % of Total Mark 35
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 5,6
Duration in minutes 0
Assessment Description
Students will create a basic website using XHTML and CSS.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
In-class theory test examining theoretical concepts covered during the Semester.
No Project
No Practical
No Final Examination

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Practical Contact No Description Every Week 1.00 1
Online Contact Contact No Description Every Week 1.00 1
Directed Reading Non Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 2.00 2
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
This module has no Part Time On Campus workload.
 
Module Resources
Recommended Book Resources
  • Chaffey D.. (2011), e-Business & e-Commerce Management, 5th. Pearson Education, [ISBN: [ISBN: 978-0-273-75201-1].
  • Meerman Scott D.. (2010), The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd. John Wiley, [ISBN: 0470547812].
  • Phillips D., Young P.. (2009), Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media, Kogan Page, [ISBN: 0749449683].
  • Grappone J.. (2011), Search Engine Optimization (SEO): An Hour a Day, 3rd. Sybex, [ISBN: 0470902590].
  • Kellegher T.. (2006), Public Relations Online: Lasting Concepts for Changing Media, SAGE Publications, [ISBN: 1412914175].
  • Holtz S.. (2002), Public Relations on the Net: Winning Strategies to Inform, & Influence the Media, the Investment Community, the Government, the Public, & More, AMACOM, [ISBN: 0814471528].
This module does not have any article/paper resources
Other Resources