Module Details

Module Code: MMED M7006
Full Title: Digital Marketing Design Concepts
Valid From:: Semester 1 - 2020/21 ( September 2020 )
Language of Instruction: 
Duration: 2 Semesters
Credits:: 10
Module Owner:: Adele Commins
Departments: Unknown
Module Description: This module Introduces students to the theories and production practices of creative advertising and digital marketing. This module explores the history of these industries and the development of current practices, nationally and internationally and to have greater understanding of the role of Art Director in traditional and digital communications.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Select and examine the target audience that a communications solution must address.
MLO2 Critique advertising campaigns from a variety of perspectives including communications strategy, design, psychological, social and cultural context.
MLO3 Plan a reflective working process that defines problems; conceptualizes and evaluates alternatives; tests and refines solutions.
MLO4 Synthesize broader multimedia knowledge with advertising theory in order to create effective cross-media advertising campaigns.
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
Digital marketing strategy principles
Principles of Digital Marketing Digital Research. Developing Objectives. Cultural Research. Connecting with the Customer.
Social Media Marketing
Key Social Platforms for Digital Marketing. Growing and Engaging an Audience. Developing Data-Driven Audience and Campaign Insights. Setting up a Social Media Experience for a Business. Creating and Optimising Social Media Campaigns.
Digital Marketing
Exploring the historical, social and cultural context.
What is advertising?
Exploring the historical, social and cultural context. Communication as persuasion.
Concept is key -
The importance of the idea, problem solving techniques, creative idea generation.
Key principles and vocabulary-
Understanding your audience, target market, research as a means for developing insights, developing creative strategy, USPs, planning your campaign, media planning.
Advertising, persuasion and ethics -
What's the meaning? The ethical implications and associations of advertising.
Subverting advertising -
Graphics Radicals. Using advertising techniques for social and political campaigns (Buy Nothing Day).
Art in Advertising -
Ad ideas - where do they come from? Finding inspiration in everything. The element of surprise.
What works?
Critically analysis of advertising campaigns.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 10
Marks Out Of 0 Pass Mark 0
Timing S1 Week 6 Learning Outcome 1
Duration in minutes 0
Assessment Description
Practical Project
Assessment Type Presentation % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing S1 Week 8 Learning Outcome 2
Duration in minutes 0
Assessment Description
Theory Project
Assessment Type Continuous Assessment % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing S1 Week 13 Learning Outcome 1,3,4
Duration in minutes 0
Assessment Description
Group project, Plan the strategy and pitch an advertising campaign
Assessment Type Continuous Assessment % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing S2 Week 24 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Practical & theory project
Assessment Type Continuous Assessment % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing S2 Week 29 Learning Outcome 1,3,4
Duration in minutes 0
Assessment Description
Practical Project
No Project
No Practical
No Final Examination

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 4.00 4
Total Weekly Learner Workload 8.00
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 3.00 3
Independent Study Non Contact No Description Every Week 4.00 4
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Dave Chaffey. Digital Marketing.
  • Fill, Chris, Hughes, Graham, De Francesco, Scott. Advertising: Strategy, Creativity and Media.
  • Arden, Paul. It’s not how good you are, it’s how good you want to be.
This module does not have any article/paper resources
This module does not have any other resources