Module Details

Module Code: MEDA B8007
Full Title: Writing for Online Media
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 7.5
Module Owner:: Ciara O'Connor
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 Write effectively for the online audience and understand 'digital' as a medium.
MLO2 Exercise appropriate judgement in the monitoring and management of a client's reputation online.
MLO3 Have a detailed knowledge and understanding of all current PR-relevant technologies and formats.
MLO4 Demonstrate a mastery of SEO in relation to all elements of online writing.
MLO5 Apply the theoretical knowledge gained to work on a project with a client.
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
Writing for the Web
Engaging your audience, Creative Writing for the Web, Writing with your Client in mind, Importance of headings/subheading, Relevant Content, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Writing for a screen style, Optimising Content, Landing pages, navigability, target audience, Internet influence on News
Writing Email Newsletters/ E-Shots
Email content, Subject Lines, Email Marketing Uses, Judging Time of Day to Send Emails, Email Frequency, Building Email Mailing Lists, Developing a Campaign, Email Newsletter Content
Writing for Mobile Devices
Key elements of app design, Factors to Consider when Publishing Content for Mobile Devices, Understanding Mobile User Behaviour, ‘Pockets of Use’, Why Should We Write For Mobile Users? Writing Content for Mobile Users, Adapting Existing Content for the Web
Social Media
Social Media content, Interaction with the online audience, Internet Information Exchange, Web 2.0 and its Implications, the Network Effect
Online Reputation Management
Understanding/influencing an individual's or business's reputation, monitoring and managing client's online reputation, tagging and SEO, e-alerts, Online Ethics
Search Engine Optimisation
Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Creating hyperlinks, Wring concise headings/titles, Images and Alt Text
Practical
Online Wireframing Tool(e.g. Balsamiq), blogs, social media
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Group Project % of Total Mark 80
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Using theoretical knowledge gained throughout the module, create relevant and effective content for an online PR campaign. Key requirements would include creating and maintaining a digital presence, writing appropriately for a client's online audiences and managing a client's reputation online.
Assessment Type Continuous Assessment % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
Ongoing Social Media interaction discussing contemporary, theoretical issues throughout the Semester.
No Project
No Practical
No Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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 2.00 2
Independent Study Non Contact No Description Every Week 3.00 3
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
  • David Meerman Scott. (2011), The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers ... & PR: How to Use Social Media, Blogs,), 3rd Edition. John Wiley & Sons, [ISBN: 1118026985].
  • Matt Mullis. (2012), Online Reputation Management, Kindle Edition.
  • John Foster. (2012), Writing Skills for Public Relations: Style and Technique for Mainstream and Social Media, 5th. Kogan Page.
  • Ronald D Smith. (2012), Becoming a Public Relations Writer: A Writing Workshop for Emerging and Established Media, 4th. Routledge.
Supplementary Book Resources
  • Merry Aronson, Don Spetner and Carol Ames. (2007), The Public Relations Writer's Handbook: The Digital Age, Jossey Bass.
  • Dennis L Wilcox and Bryan H Reber. (2012), Public Relations Writing and Media Techniques, 7th. Pearson International.
This module does not have any article/paper resources
This module does not have any other resources