Digital Marketing & Media Project
5 ECTS credits
This module is designed to form an essential element which facilitates learners in consolidating the key strands of the Digital Marketing & Media programme in an integrative project.
On successful completion of this module learners should be able to:
Recognise and apply the cross disciplinary relevance of learning achieved in the other Digital Marketing and Digital Media Programme modules.
Translate the academic theory underpinning Digital Marketing and Digital Media into an applied nature by creating a realistic industry standard digital communications campaign.
Communicate a proposal for a realistic industry standard event that illustrates an effective digital marketing campaign and implementation of appropriate digital media strategies.
Explain how selected digital marketing and digital media strategies should and can be applied together effectively in an industry setting.
Course Content
Session 1
Course Introduction and project launch
In week one, the course outline is given and the project is launched with students given details about what they are tasked to do. The students are divided into groups of four to five in order to undertake the project.
session 2
Company selection, project roles and secondary research
In week two, students must choose their chosen company for the project and delegate roles amongst the team. Secondary research is conducted in their chosen market to understand Irish consumer and media behaviour relevant for their brand.
session 3
Secondary research
In this session, deeper research is required into the multitude of factors which will form the situational analysis of the project. this will include in depth market knowledge and in depth knowledge of the company’s strengths and weaknesses.
session 4
Primary research
With secondary research concluded, it is upon each group to conduct primary research concerning their target market. This will involve surveying a sample of individuals with questions concerning their chosen brand and market.
session 5
Goals and objectives
Week five focuses on the goals and objectives of the campaign. Each group must decide on the outcomes and targets pertinent to their company with a special focus on digital successes.
session 6
Targeting and positioning
In week six, groups are tasked with developing two primary target segments for their brand and producing a cohesive positioning strategy to complement their target segments.
session 7
Media channels and tactics
In week seven, various media channels such as video, social media, email marketing and events are analysed and groups are tasked with selecting the most appropriate tactics for their chosen brand.
session 8
Action plan and Content Publishing timeline
Having finalised details of the tactics, groups must decide on their action plan, detailing how their strategy will unfold over a 3/6/9/12 month period.
session 9
Measurement plan strategy
The final part of the project is to develop an effective measurement plan strategy in order to ensure that all aspects of the campaign are assessed in an organised fashion.
session 10
Final workshop
The final workshop gives the groups an opportunity to finalise various aspects of their project with aid from the lecturer.
assessment plan
Peer evaluation: 10%
Report 1: Research: 20%
Report 2: Strategy: 20%
Final Presentation: 50%
Reading list
Knight, W., 2015. Think Digital First. Filament Publishing.
Ryan, J., 2010. A History of the Internet and the Digital Future. Reaktion Books.
Dennis, E.E. and Merrill, J.C., 2006. Media debates: Great issues for the digital age.
Creeber, G. and Martin, R., 2008. Digital culture: Understanding new media: Understanding new media. McGraw-Hill Education (UK).
Chiera, M. 2018. Digital Marketers Sound Off: Tips, Tactics, Tools and Predictions. Great Britain: Amazon.
Ryan, M.L., Emerson, L. and Robertson, B.J. eds., 2014. The Johns Hopkins guide to digital media. JHU Press.
Miller, D., 2017. Building a storybrand: clarify your message so customers will listen. HarperCollins Leadership.