Module Details
Module Code: |
PREL B8Z01 |
Full Title:
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Online PR
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Valid From:: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | |
Module Owner:: |
Colin Cooney
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Module Description: |
no description provided
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Module Learning Outcome |
On successful completion of this module the learner will be able to: |
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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).
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No recommendations listed |
Module Indicative Content |
e-Business & The Internet
e-Business Environment, Models and Strategies, Applications, Outsourcing
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Digital Culture
Transparency, demographics, richness and reach, new models for information exchange, Ethical, Legal & Social Concerns
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Online Publicity & Branding
Online press releases, free publicity, getting noticed, the Network effect
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Digital Marketing
Web promotions, E-mail, newsletters, direct marketing, Search Engine Marketing
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Virtual and Brand Communities
The Geography of Social Media, Online News Rooms, Discussion and message boards, RSS, Wikis, photo sharing, instant messanging, blogging
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Monitoring, Measurement and Evaluation
Web Analytics, measuring effectiveness, trends, CRO, online reputation management
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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
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XHTML & CSS
Basics of XHTML & CSS including general formatting, lists, hyperlinks, images, tables, styles.
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Module Assessment
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Assessment Breakdown | % |
Course Work | 100.00% |
Module Special Regulation |
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AssessmentsFull Time On Campus
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
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Recommended Book Resources |
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Chaffey D.. (2011), e-Business & e-Commerce Management, 5th. Pearson Education, [ISBN: [ISBN: 978-0-273-75201-1].
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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].
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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].
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Grappone J.. (2011), Search Engine Optimization (SEO): An Hour a Day, 3rd. Sybex, [ISBN: 0470902590].
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Kellegher T.. (2006), Public Relations Online: Lasting Concepts for Changing Media, SAGE Publications, [ISBN: 1412914175].
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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 |
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Other Resources |
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Website, Public Relations Institute of Ireland,
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Website, Nielsen Net Ratings,
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