Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title
Module Code
School
Online Module Resources

NFQ level 9 Credit Rating
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
A module, provided by the School of Communications, for the (postgraduate) Certificate in Digital Marketing offered by the DCU Business School.To enable students to define key concepts of digital communications;To explain the strategic use of digital communications;To familiarise students with the workings of digital communication tools;To provide an understanding of ethical issues of a digital communications environment.

Learning Outcomes
1. Evaluate the strategic role of online communications for an organisation
2. Evaluate the success, or otherwise, of a digital communications campaign
3. Translate existing core communications propositions onto online channels
4. Manage the overlap of advertising, marketing and PR in an online environment
5. Recognise the opportunities and limitations of various digital access devices
6. Identify and manage ethical issues in relation to online marketing



Workload Full-time hours per semester
Type Hours Description
Lecture24Instruction / workshop element of contact sessions
On-line learning20Use of course-related material on Moodle and elsewhere
Assignment25Individual case study
Assignment30Group project
Independent learning26General reading and research
Total Workload: 125

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

Indicative Content and Learning Activities
What is Digital Communication?.
Online advertising vs. traditional media.

The role of digital elements within communication strategies.
Global communication strategies.

Interactive communication.
Evaluating online communication.

Ethical issues in digital communication.
Communicating in an unregulated environment;Marketing to minors;Distinguishing engagement from intrusion..

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
EssayA case study of a chosen digital communication campaign60%Week 8
Group project To conceive, develop, present and submit a viable digital communication campaign for a given scenario40%Sem 1 End
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category
Indicative Reading List
  • Paul A. Argenti, Courtney M. Barnes,: 2009, Digital Strategies for Powerful Corporate Communications, McGraw Hill, Philadelphia, 0071606025
  • Rob Brown: 2009, Public relations and the social web, Kogan Page, London, 0749455071
  • Glen Creeber, Royston Martin,: 2008, Digital Culture: Understanding New Media, Open University Press, Philadelphia, 0335221971
Other Resources
None
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