Module Details

Module Code: n/a
Full Title: Introduction to Writing for Digital Media
Valid From:: Semester 1 - 2023/24 ( September 2023 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner:: Shane Hill
Departments: Management & Financial Studies
Module Description: This module introduces learners to the basics of writing clearly and effectively for business and digital purposes. It focuses specifically on the preparation and writing of press releases, blog posts and social media content - key skills of the digital marketing graduate. It also introduces learners to the digital culture that they will be working within.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Write clearly and effectively for business and digital purposes.
MLO2 Plan both their traditional and their online messages carefully, keeping the audience in mind.
MLO3 Produce press releases, social media content and blog posts.
MLO4 Recognise common faults and pitfalls with grammar and punctuation.
MLO5 Describe the various aspects of online communication in relation to digital culture and identify the rules of good citizenship online.
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
Content
Semester 1 Introduction to business and digital writing, email etiquette, the importance of planning your messages. Writing a press release: basic structure of a press release, finding the angle, tone of voice, writing newsworthy quotes, format conventions, the importance of proofreading, targeting your press release, press lists and GDPR, writing to class deadlines. Writing for social media: understanding your client's needs, considering your target audience, writing clear, engaging copy for the relevant social media platforms, creating headings, choosing the appropriate visuals, generating hashtags, tone of voice and your client, interacting with your target audience. Semester 2 Introduction to Mahara e-Portfolio. What is a blog? Why do digital marketing people blog? Guidelines for effective blog writing: choosing a theme for your blog, editing your work, blog layout. Digital citizenship. The social media influencer and the importance of transparency. Irish guidelines surrounding blogging. Grammar and punctuation.
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 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Semester 1: Students will be required to write press releases and create social media content to deadlines.
Assessment Type Continuous Assessment % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Semester 2: Students will be required to create and maintain a WordPress blog.
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 No Description Every Week 1.00 1
Practical Contact No Description Every Week 3.00 3
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
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.
Supplementary Book Resources
  • Dennis L Wilcox and Bryan H Reber. (2016), Public Relations Writing and Media Techniques, 8. Pearson International.
  • Ronald D Smith. (2016), Becoming a Public Relations Writer: a Writing Workshop for Emerging and Established Media, 5. Routledge.
  • Merry Aronson, Don Spetner and Carol Ames. (2007), The Public Relations Writer's Handbook: The Digital Age, 2. Jossey Bass.
  • Ellen Gunning. (2018), Public Relations: a Practical Approach, 3. Gill & MacMillan.
  • David Meerman Scott. (2017), The New Rules of Marketing and PR, 6. Wiley.
  • Fiona O'Murchu. (2015), Write Talk: Quick Guide to Writing and Communication, Original Writing Ltd.
This module does not have any article/paper resources
This module does not have any other resources