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 purpose of this module is to present the student with the technical background necessary to engage in a successful digital marketing campaign. The module will firstly address design issues including Human-Computer Interaction, design principles, usability guidelines, coping with user diversity and covers methodologies to ensure a designed website is effective, easy to use and attractive. The module will then address how to evaluate a digital marketing campaign using automatic metrics from the WWW, specifically webometrics. Following this, the module will detail how search engines operate and how we can take this into account to improve the impact of a digital marketing campaign. Finally the module will explore next generation sensing technologies as a means to personalise a digital campaign to the unique and timely user context. | |||||||||||||||||||||||||||||||||||||||||||||
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1. Understand how to critically assess the usability of a website, to conduct a systematic website development process, and to evaluate an existing website's usability with various usability engineering techniques. 2. Understand interaction design principles and how to enhance the usability and user experience of accessing digital content 3. To know how to utilise WWW statistics and webometrics to evaluate the effectiveness of a digital marketing campaign. 4. To understand at an overview level, how search engines can operate over text and multimedia data on the usage and in enterprises in order to provide search functionality and how this can be leveraged to optimise a digital marketing campaign. 5. To know about, to appreciate and to utilise many of the key digital technologies that allow the gathering of user content to support personalisation and recommendation, including Human Digital Memories, Sensing the user, Sensing the environment, Location aware archives (GPS & RFID), Multisensory computing 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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Material for course. All material for the course is in the form of handouts and links to online resources. | |||||||||||||||||||||||||||||||||||||||||||||
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