Module Details
Module Code: |
MEDA B8007 |
Full Title:
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Writing for Online Media
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Valid From:: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | |
Module Owner:: |
Ciara O'Connor
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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 |
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).
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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
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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
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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
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Social Media
Social Media content, Interaction with the online audience, Internet Information Exchange, Web 2.0 and its Implications, the Network Effect
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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
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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
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Practical
Online Wireframing Tool(e.g. Balsamiq), blogs, social media
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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
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.
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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
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Recommended Book Resources |
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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].
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Matt Mullis. (2012), Online Reputation Management, Kindle Edition.
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John Foster. (2012), Writing Skills for Public Relations: Style and Technique for Mainstream and Social Media, 5th. Kogan Page.
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Ronald D Smith. (2012), Becoming a Public Relations Writer: A Writing Workshop for Emerging and Established Media, 4th. Routledge.
| Supplementary Book Resources |
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Merry Aronson, Don Spetner and Carol Ames. (2007), The Public Relations Writer's Handbook: The Digital Age, Jossey Bass.
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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 |
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This module does not have any other resources |
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