Module Details

Module Code: MEDA B7003
Full Title: Writing for Digital Media
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Ciara O'Connor
Departments: Unknown
Module Description: This module prepares learners for the reality of creating strong, engaging digital content to tight deadlines for the clients they will be working for as graduates of this programme. It informs them of the current, relevant IMC-based technologies and formats and it guides them in the monitoring and management of a client's reputation online.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Develop and pitch a creative concept for a client that can be rolled out across a number of social media platforms.
MLO2 Write effectively and creatively for the specified target audience and understand 'digital' as a medium.
MLO3 Exercise appropriate judgement in the monitoring and management of this client's reputation online.
MLO4 Have a detailed knowledge and understanding of all current IMC-based technologies and formats
MLO5 Show an understanding of SEO in relation to all elements of online writing
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
The Brief
Interpreting and understanding the client brief; GDPR and your client; considering the target audience's wants and needs; Identifying the core problem or challenge.
The Concept
The brainstorm: coming up with a clear, engaging hook/angle that fosters synergy across all platforms.
The Campaign
The IMC campaign: rolling out your campaign; creating a smart, relevant hashtag; choosing your channels; writing in a tone of voice that reflects your client's values and appeals to the target audience.
The Message
Headings; subheadings; bullet points; images; paragraphs; writing flow; proofreading. Writing for mobile devices: understanding mobile phone user behaviour - scrollability, navigability.
Video and Mobile
Creating video footage for your campaign; Factors to consider when publishing content for mobile devices, adapting existing content for the Web - harnessing evergreen content.
The Online Elements
Optimising content for SEO, identifying keywords, keyword management. Creating hyperlinks, internal links, attracting inbound links. Optimising images. Optimising video.
The Pitch
Capturing your core concept in a nutshell, factoring in: campaign summary, creative insights, your team's solution, implementation.
Social Media Strategy
Situation analysis / audit, developing objectives, targeting audiences, selecting channels, measuring and monitoring. Social analytics.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Using theoretical knowledge gained throughout the module, create a concept for an IMC campaign for a client and show how it could be rolled out across a number of social media platforms. Key requirements include creating and maintaining a digital presence, writing appropriately for the client's target audience and managing the client's reputation online.
Assessment Type Project % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 2,4,5
Duration in minutes 0
Assessment Description
Each student is required to create two pieces of individual written content for their team's IMC campaign.
No Practical
No Final Examination

Part-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 60
Marks Out Of 100 Pass Mark 40
Timing S1 Week 12 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Using theoretical knowledge gained throughout the module, create a concept for an IMC campaign for a client and show how it could be rolled out across a number of social media platforms. Key requirements include creating and maintaining a digital presence, writing appropriately for the client's target audience and managing the client's reputation online.
Assessment Type Project % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing S1 Week 12 Learning Outcome 2,4,5
Duration in minutes 0
Assessment Description
Each student is required to create two pieces of individual written content for their team's IMC campaign.
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

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
Lecture Contact No Description Every Week 1.00 1
Practical Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 3.00 3
Directed Reading Non Contact No Description Every Week 2.00 2
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.00 1
Practical Contact No Description Every Week 1.00 1
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
  • Brian Carroll. (2017), Writing and Editing for Digital Media, 3. Routledge.
  • Tuten & Sloomon. (2018), Social Media Marketing, 3rd. Sage.
Supplementary Book Resources
  • John Foster. (2012), Writing Skills for Public Relations: Style and Technique for Mainstream and Social Media, 5. Kogan Page.
  • David Meerman Scott. (2017), The New Rules of Marketing and PR, 6. John Wiley & Sons.
  • Matt Mullis. (2012), Online Reputation Management, Kindle Edition Ed..
  • Ronald D Smith. (2016), Becoming a Public Relations Writer: A Writing Workshop for Emerging and Established Media, 4. Routledge.
  • Merry Aronson, Don Spetner and Carol Ames. (2007), The Public Relations Writer's Handbook: The Digital Age, 2. Jossey Bass.
  • Dennis L Wilcox and Bryan H Reber. (2016), Public Relations Writing and Media Techniques, 8. Pearson.
This module does not have any article/paper resources
Other Resources