Module Details

Module Code: MRKT B7018
Full Title: Marketing Communication Media Tools
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner:: Patrick McArdle
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 Evaluate the marketing opportunities provided by a variety of internet based communication tools such as email, social media mobile and location based marketing.
MLO2 Demonstrate how organisations can exploit digital opportunities for interactive communication with marketplaces and for measuring communication effectiveness.
MLO3 Evaluate the range of alternatives that are available for traffic building.
MLO4 Appraise the performance of a website through web measurement, user behaviour analysis and implementation of proven strategies aimed at increasing conversion rates.
MLO5 Use a camera to produce satisfactory photographs within the various manual modes and appreciate theoretical issues regarding the construction of an image.
MLO6 Demonstrate an understanding of the principles of photo and video editing. Apply video editing workflows and procedures using a video editor such as Adobe Premiere Pro. Use commercially available image editing programmes to edit and manipulate photos.
MLO7 Use the principles of good website design (theory) to create/edit a functional website using a web development application.
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
Traffic Building
Search Theory, Search Engine Marketing, Search Engine Optimisation, Pay Per Click advertising.
Data Analysis
Analysing website and social media performance, identifying goals and KPIs, conversion rate optimisation, behavioural targeting, profiling, usability, customer experience management.
Marketing on the Internet
Digital and interactive media and marketing, online versus offline buyer behaviour, targeting Markets, online branding,
Practical Content - Photography
The Camera's Principles of Exposure, Using different lenses, Film/Sensor sizes, Film Speed characteristics, Image Movement – Learn how to use speed of subject, direction of travel and shutter speed to control image movement.
Practical Content - Video and Image Editing
Introducing Premiere Pro, importing and organising media, editing essentials, working with effects, editing and mixing audio, titles and credits, exporting your finished piece. Using photo editing applications to edit and manipulate photographs.
Practical Content - Web Design
Web Design Software, Site elements, CSS, accessibility.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome  
Duration in minutes 0
Assessment Description
Use Premiere Pro to edit an advert or video using original footage and found footage The following media types can be imported: Audio, Video, Still Images and Audio/music.
Assessment Type Portfolio % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 2,5
Duration in minutes 0
Assessment Description
Production of a Body of Photographic Images.
Assessment Type Project % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 4,7
Duration in minutes 0
Assessment Description
Plan and build a website.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 2,3,4
Duration in minutes 0
Assessment Description
In-class test to examine the various content elements covered.
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
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Practical Contact Practical laboratory based class. Every Week 2.00 2
Lecture Contact Interactive lectures using a variety of classroom assessment techniques. Every Week 1.00 1
Directed Reading Non Contact Readings as directed to supplement lecture material. Every Week 3.00 3
Independent Study Non Contact One hour of independent study will consist of online facilitation. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Langford, J.. (2015), Langford's Basic Photography: The Guide for Serious Photographers, 10th. Routledge, p.568, [ISBN: 978-041571891].
  • Chris Gatcum. (2016), The Beginner's Photography Guide: The Ultimate Step-by-Step Manual for Getting the Most from Your Digital Camera, 2nd. DK, p.192, [ISBN: 978-146544966].
  • Keast, G. (2015), The Art Of The Cut: Editing Concepts Every Filmmaker Should Know, Createspace, [ISBN: 978-151427207].
Supplementary Book Resources
  • Ryan, Damian. (2016), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 4th. Kogan Page, p.464, [ISBN: 9780749478438].
  • Jarle Leirpoll, Dylan Osborn, Paul Murphy, Andy Edwards. (2017), The Cool Stuff in Premiere Pro: Learn advanced editing techniques to dramatically speed up your workflow, 2nd. Apress, p.1225.
  • Ben Jesson, Karl Blanks. (2017), Making Websites Win: Apply the Customer-Centric Methodology That Has Doubled the Sales of Many Leading Websites, Conversion Rate Experts, p.352, [ISBN: 978-154450053].
  • Jennifer Niederst Robbins. (2018), Learning Web Design, 5th. O'Reilly, p.700, [ISBN: 978-149196020].
This module does not have any article/paper resources
Other Resources