Applied Advanced Writing

Module Details

Module Code: n/a
Full Title: Applied Advanced Writing
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: Storytelling is everything in marketing and in this new era of artificial intelligence, it has never been more important for content creators to craft exceptional stories.

In this module, students will have the opportunity to develop an in-depth understanding of advanced writing techniques, using their own degree programme as the basis for their storytelling.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Develop and implement a digital marketing campaign that aligns with our communication goals as a degree programme.
MLO2 Write effective and compelling marketing copy for a range of media including print, podcast, digital and social.
MLO3 Tailor content to different target audiences using techniques such as tone, style and language to connect with and engage with them.
MLO4 Craft a clear and consistent brand voice across multiple marketing channels and analyze its effectiveness.
MLO5 Critically evaluate how Artificial Intelligence and Large Language Models can assist marketing professionals to draft content and analyse marketing materials in a digital context.
MLO6 Develop skills to write coherently for search engines, helping to drive traffic and engagement through effective SEO and content marketing strategies.
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
Website
Create targeted, engaging content to promote your chosen story on your team's website.
Podcast
Plan and record a podcast to promote your story. Your podcast should involve an interview of some form with a person/people who relate to your chosen story.
Audio/Video Ad
Script and record an ad to promote your team's concept and upload it to your team's website. Examples: a radio ad for a local radio station or a promotional video for relevant social media platforms.
Email marketing
Write a promotional email relating to your team's story to a class deadline.
Long-form writing
This can be any piece of long-form writing that relates to your team's story. Students are encouraged to pitch their long-form piece to the media.
Social media content
How will you, as an individual student, push your team's story? Create two promotional social media posts, using the social media platforms that relate to your chosen target audience.
Module Assessment
Assessment Breakdown%
Project100.00%
Module Special Regulation
Working in teams and using knowledge gained throughout the module, choose a story that relates to this degree programme and create an IMC campaign to promote it. Your campaign should include the creation of a website (20%), a podcast (20%) and an audio/visual ad, to be recorded and uploaded to the website by the team (10%)

Assessments

Full-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing S1 Week 8 Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Working in teams and using knowledge gained throughout the module, choose a story that relates to this degree programme and create an IMC campaign to promote it. Your campaign should include the creation of a website, a podcast and an audio/visual ad.
Assessment Type Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 2,3,4,5,6
Duration in minutes 0
Assessment Description
Each student is required to create a piece of email marketing content (lab-based assessment, 10%), a piece of long-form content (e.g. a feature article for a local newspaper), 20% and finally two pieces of social media content of their choice (20%) to help promote their team's story across the relevant social media channels.
No Practical
No Final Examination

Part-time

No Course Work
Project
Assessment Type Group Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3,4,5,6
Duration in minutes 0
Assessment Description
Working in teams and using knowledge gained throughout the module, choose a story that relates to this degree programme and create an IMC campaign to promote it. Your campaign should include the creation of a website, a podcast and an audio/visual ad.
Assessment Type Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 2,3,4,5,6
Duration in minutes 0
Assessment Description
Each student is required to create a piece of email marketing content (lab-based assessment, 10%), a piece of long-form content (e.g. a feature article for a local newspaper), 20% and finally two pieces of social media content of their choice (20%) to help promote their team's story across the relevant social media channels.
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 Contact Every Week 1.00 1
Practical Contact Contact Every Week 2.00 2
Directed Reading Non Contact Non contact Every Week 3.00 3
Independent Study Non Contact Non contact 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 Contact Every Week 1.00 1
Practical Contact Contact Every Week 1.00 1
Directed Reading Non Contact Non contact Every Week 4.00 4
Independent Study Non Contact Non contact Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Ann Handley. (2023), Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content, John Wiley & Sons.
  • Donald Miller. (2017), Building a StoryBrand, 4th. Harper Collins.
  • William Strunk Jr. (1999), The Elements of Style, 4th. Pearson.
  • Eric Nuzum. (2019), Make Noise: a Creator's Guide to Podcasting and Great Audio Storytelling, Workmen Publishing, New York.
  • Jack Hart. (2012), Storycraft: the Complete Guide to Writing Narrative Nonfiction, University of Chicago Press.
Recommended Article/Paper Resources
This module does not have any other resources