Module Details

Module Code: n/a
Full Title: Advanced Media Tools
Valid From:: Semester 1 - 2023/24 ( September 2023 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Shane Hill
Departments: Management & Financial Studies
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 range of alternatives that are available for traffic building.
MLO2 Identify the success factors to plan and implement PPC marketing campaigns in search environments and on social media.
MLO3 Evaluate the marketing opportunities provided by a variety of internet based communication tools such as email, social media mobile and location based marketing.
MLO4 Use analytics and data-driven insights to measure and evaluate the effectiveness of marketing communication campaigns, and to optimise campaign performance based on audience engagement and conversion metrics.
MLO5 Evaluate, create and curate engaging and relevant content that aligns with brand identity and values, using a variety of media formats and channels.
MLO6 Design and develop comprehensive digital marketing reports and plans.
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
Marketing Analytics
Marketing Analytics: Advanced marketing analytics tools and techniques, including web analytics, social media analytics, email marketing analytics, including data visualisation and reporting.
Fake News, Media Manipulations
Detecting and mitigating deep fakes and other AI generated media manipulations. Ways of counteracting disinformation, misinformation and interference.
Search Engine Optimisation
SEO: Advanced SEO strategies and techniques, including keyword research, on-page optimisation, link building, and technical SEO, including the latest trends and updates in search engine algorithms.
Content Marketing
Content Marketing: Advanced content marketing strategies and techniques, including content creation, curation, distribution, and measurement. User-generated content and influencer marketing.
Social Media Strategy
Social Media Strategy: Social media marketing tools, tactics, and best practices, including social media platforms, paid advertising, content creation, community management, and analytics.
Artificial Intelligence, Machine Learning
Understanding the role of AI and ML in transforming marketing practices and strategies. Exploring real-world examples of successful AI and ML applications in marketing campaigns.
UX, UI and CRO
UX, UI and CRO: Building and testing, user experience and funnel optimisation, CRO tools, engagement metrics, A/B testing, muti-variant testing.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 2,3,4,5
Duration in minutes 0
Assessment Description
Advertising Campaign Proposal: Students could work in groups to develop an advertising campaign proposal for a specific product or service. They would need to identify the target audience, develop a creative concept, outline a media plan, and estimate the costs and expected outcomes of the campaign.
Assessment Type Continuous Assessment % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Case Study Analysis: Students could be asked to analyse a case study related to a specific marketing communication media tool (e.g. social media advertising, influencer marketing, email marketing, etc.). They would identify the key challenges and opportunities associated with the tool, evaluate its effectiveness, and make recommendations for how it could be used more effectively.
Assessment Type Short Answer Questions % of Total Mark 10
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Analytics certification: Undertake an online course and complete the GA4 certification assessment.
Assessment Type Short Answer Questions % of Total Mark 10
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Google Ads Search Certification. Complete an online course and undertake an assessment to achieve certification.
No Project
No Practical
No Final Examination

Part-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,5,6
Duration in minutes 0
Assessment Description
Advertising Campaign Proposal: Students could work in groups to develop an advertising campaign proposal for a specific product or service. They would need to identify the target audience, develop a creative concept, outline a media plan, and estimate the costs and expected outcomes of the campaign.
Assessment Type Continuous Assessment % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 2,3,4,5,6
Duration in minutes 0
Assessment Description
Case Study Analysis: Students could be asked to analyse a case study related to a specific marketing communication media tool (e.g. social media advertising, influencer marketing, email marketing, etc.). They would identify the key challenges and opportunities associated with the tool, evaluate its effectiveness, and make recommendations for how it could be used more effectively.
Assessment Type Short Answer Questions % of Total Mark 10
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Analytics certification: Undertake an online course and complete the GA4 certification assessment.
Assessment Type Short Answer Questions % of Total Mark 10
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Google Ads Search Certification. Complete an online course and undertake an assessment to achieve certification.
No Project
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 Interactive lectures using a variety of classroom assessment techniques. Every Week 1.00 1
Practical Contact Practical laboratory based class. Every Week 2.00 2
Directed Reading Non Contact Readings as directed to supplement lecture material. Every Week 3.00 3
Independent Study Non Contact Wider reading and reflection on the subject area using a variety of methods. Particular focus will be placed on application of learning. 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 Interactive lectures using a variety of classroom assessment techniques. Every Week 1.00 1
Practical 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 Wider reading and reflection on the subject area using a variety of methods. Particular focus will be placed on application of learning. Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, Pearson Higher Education, p.576, [ISBN: 1292241578].
  • Damian Ryan. (2020), Understanding Digital Marketing, 5. Kogan Page, London, p.448, [ISBN: 978-1789666014].
Supplementary Book Resources
  • Simon Kingsnorth. (2022), Digital Marketing Strategy, 3. Kogan Page, London, p.416, [ISBN: 9781398605978].
  • Tracy L. Tuten. (2020), Social Media Marketing, 4. Sage Publications Limited, USA, p.480, [ISBN: 9781529731989].
This module does not have any article/paper resources
This module does not have any other resources