Registry
Module Specifications
Current Academic Year 2012 - 2013
Please note that this information is subject to change.
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| Description | |||||||||||||||||||||||||||||||||||||||||||||
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The aim of this module is to present the student with the technical background necessary to understand how to effectively develop technologies to support advertising, marketing and optimisation of WWW content in a digital marketing environment that is extremely dynamic and increasingly essential to modern business. The module will firstly explain the basics of digital marketing, giving an overview of marketing strategies, costings and evaluations. Then the module will consider design issues specifically related to WWW marketing, including Human-Computer Interaction, methodologies to ensure a designed website is effective, easy to use and attractive and optimising website layout and structure. Following that the module will (building upon previous modules) provide a through grounding in the mechanics of how search engines operate and how to use this knowledge to design effective content publishing strategies. In addition, social media specific strategies are covered including strategies and tools for effective digital management, which will cover latest generation social media technologies and will involve guest seminars from external experts who will share real-world experiences. The final two sections of the module explores how to effectively track performance of all aspects of digital marketing strategy and how next generation customer interaction is likely to proceed by looking at evolving sensing and personalisation technologies. The student will finish the course with a solid understanding of digital marketing strategies and the technologies required to carry out effective strategies. | |||||||||||||||||||||||||||||||||||||||||||||
| Learning Outcomes | |||||||||||||||||||||||||||||||||||||||||||||
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1. To apply a basic knowledge of marketing and understanding of the customer in order to develop a suitable digital marketing strategy. 2. To be able to organise effective websites, from the user interface to the architecture/layout of the site. 3. To explain how search engines can operate over text and multimedia data, and to employ this knowledge to optimise annotation of digital media assets and digital marketing campaigns. 4. To effectively engage in a social media strategy and how to apply the current generation of social media tools to support such a strategy. 5. To apply WWW statistics and webometrics in order to evaluate the effectiveness of a digital marketing campaign. 6. To appraise and to utilise many of the key digital technologies that support effective personalisation of social media campaigns, including Human Digital Memories, sensing the user and their environment, location aware archives and sensor networks. | |||||||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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| Indicative Content and Learning Activities | |||||||||||||||||||||||||||||||||||||||||||||
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Digital Marketing Basics. Introduction to digital marketing – identifying and understanding the customer - marketing strategies - evaluation metrics – ‘casting options – target market identification – economics and costings of a marketing strategy.. Optimising WWW Content. Designing the WWW User Interface - web siteplanning - architecture - navigational models - web site maintenance. Search Mechanics. The basics of search through digital archives – using and understanding search engines for WWW pages and multimedia documents (audio, image and video) – Search Engine ranking and optimisation – managing, publishing and utilising Digital Media Assets.. Social Media Mechanics. The basics of digital media marketing campaign management – developing strategies and using the ‘tools’ of the day - blogging, linking, content optimisation, advertising - experiences of highly-effective social media campaigns.. Tracking and Performance Metrics. Webometics – data and knowledge mining techniques – mining from WWW access logs – analytics. Next Generation Interaction. Multisensory computing and sensor networks – personalisation and recommendation technologies – understanding user context and context awareness.. | |||||||||||||||||||||||||||||||||||||||||||||
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| Other Resources | |||||||||||||||||||||||||||||||||||||||||||||
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| EC | BSc in Enterprise Computing | ||||||||||||||||||||||||||||||||||||||||||||
| Timetable this semester: Timetable for CA489 | |||||||||||||||||||||||||||||||||||||||||||||
| Date of Last Revision | 30-JAN-12 | ||||||||||||||||||||||||||||||||||||||||||||
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