DIGT06014 2022 Digital and Social Media Planning

General Details

Full Title

Digital and Social Media Planning

Transcript Title

Digital & Social Media Plannin

Code

DIGT06014

Attendance

N/A %

Subject Area

DIGT - Digital

Department

MKTS - Marketing, Tourism & Sport

Level

06 - Level 6

Credit

05 - 05 Credits

Duration

Semester

Fee

€

Start Term

2022 - Full Academic Year 2022-23

End Term

9999 - The End of Time

Author(s)

Alan Kelly, Aine Doherty, Aileen Brennan, Rachel Kane

Programme Membership

SG_BSOCI_S06 202200 Certificate in Social Media Marketing SG_BDIGI_S06 202200 Certificate in Digital Marketing Practice

Description

This module will equip the learner with the necessary skills to plan, research, implement, record, analysis and control a digital marketing campaign delivered across a number of digital platforms encompassing legal and ethical considerations while incorporating popular management applications.

Learning Outcomes

On completion of this module the learner will/should be able to;

Examine the stages involved in developing a digital marketing campaign.

Apply correct legal and ethical considerations to the development digital marketing campaigns.

Identify digital audience and market segments.

Evaluate the various applications and tools that are available to aid the automation and project management of digital marketing campaigns.

Teaching and Learning Strategies

This module is designed for blended learning. It will be assessed using 100% continuous assessment.

The teaching and learning strategy includes interactive lectures. Moodle is used as a repository.

Module Assessment Strategies

This module is assessed using 100% continuous assessment. Students will complete two projects over the duration of the module. The student can fail an assessment and still pass if their overall mark is a pass grade.

1. Social Media Competitor Audit 30%

2. Digital & Social Media Plan 70%

Repeat Assessments

Students will have an opportunity to resubmit failed elements of the continuous assessment if they fail the module.

Indicative Syllabus

1. Examine the stages involved in developing a digital marketing campaign;

Using popular planning frameworks such as SOSTAC, STP, 4P's etc,
Examine the opportunities presented by social selling and identify best practice,
Understand the role of email marketing and the benefits associated with it.

2. Apply correct legal and ethical considerations to the development digital marketing campaigns;

Examine the role of data protection and compliance within digital marketing including ethical considerations,
Copyright,
Control issues in relation to user generated content and defamation online,
Advertising Standards Authority for Ireland: (ASAI) - governance of advertising and competitions online.

3. Identify digital audience and market segments;

Traditional versus digital audiences,
Segmentation types.

4. Evaluate the various applications and tools that are available to aid the automation and project management of digital marketing campaigns;

Overview of automation applications (e.g. Hootesuite, HubSpot and Mailchimp),
Project management applications (e.g. Asana and Trello).

Coursework & Assessment Breakdown

Coursework & Continuous Assessment

100 %

Coursework Assessment

	Title	Type	Form	Percent	Week	Learning Outcomes Assessed
1	Digital/Social Plan	Project	Project	70 %	End of Semester	1,2,3,4
2	Social Media Competitor Audit	Project	Individual Project	30 %	Week 6	1,3,4

Online Learning Mode Workload

Type	Location	Description	Hours	Frequency	Avg Workload
Online Lecture	Online	Online lecture	1.25	Weekly	1.25
Independent Learning	Online	Independent Learning	6	Weekly	6.00

Total Online Learning Average Weekly Learner Contact Time 1.25 Hours

Module Resources

Non ISBN Literary Resources

Journal Resources

URL Resources

https://www.smartinsights.com

HubSpot resources

Hootesuite resources

Asana

Trello

https://www.asai.ie/

https://www.dataprotection.ie/

Mailchimp

Other Resources

Additional Information