MKTG06049 2016 Digital Media for Sales

General Details

Full Title

Digital Media for Sales

Transcript Title

Digital Marketing for Sales 1

Code

MKTG06049

Attendance

N/A %

Subject Area

MKTG - 0414 Marketing & Advertising

Department

MRKT - Marketing, Tourism and Leisure

Level

06 - Level 6

Credit

05 - 05 Credits

Duration

Semester

Fee

€

Start Term

2016 - Full Academic Year 2016-17

End Term

9999 - The End of Time

Author(s)

Alan Kelly

Programme Membership

SG_BSALE_B07 201600 Bachelor of Business in Marketing and Sales SG_BINTE_H08 201600 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 201700 Bachelor of Business in Marketing and Sales SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BSALE_B07 201900 Bachelor of Business in Business in Marketing and Sales SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202100 Bachelor of Business in Business in Marketing and Sales SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

Description

This module will provide the students with the practical and theoretical skills necessary to promote and sell items/services using Digital platforms. The students will gain a foundation in basic digital material production and learn how to correctly apply this material across the appropriate platform for the required audience.

Learning Outcomes

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

Appreciate the role of Digital Media in Selling and Promotion

Apply a planning framework to a selling/promotional campaign

Create material which can be displayed digitally to help promote a campaign

Apply Digital tools and platforms to help promote a campaign

Teaching and Learning Strategies

The students will be encouraged to build on the in-class learning to produce innovated marketing/promotional digital material, building on fundamental digital marketing principles.

Module Assessment Strategies

This subject will be 100% Continuous Assessment with the theoretical elements assessed within the practical projects and an in-class exam.

Repeat Assessments

The students will be required to repeat the assesment(s) they failed during the term if the have failed overall.

Indicative Syllabus

Introduction: The Digital Media Landscape

What is Digital Media/Marketing
Evolution of Digital Media/Marketing
Selling On-line versus Offline

Planning a simple Digital promotional campaign

Planning process
Tie various elements together - Control
Research existing campaign and identify good and bad practise
Incorporating Digital into a broader marketing programme
Researching and Identifying the target audience

Limitation

Legal issues
Control and Technical issues
Ethical/moral issues

Distinguishing between brand, event, product, cause, community

Differentiating between promotion and selling online

Creating digital material

Editing graphics for display
Creating Video content – product promotion/demo
Using Web generators to create digital content
Social platforms - limitations and potential

Measurement, Insights And Tools

How campaigns are measured
Essential metrics and tools for measurement
Using 3rd party research to enhance the sales effort

Coursework & Assessment Breakdown

Coursework & Continuous Assessment

100 %

Coursework Assessment

	Title	Type	Form	Percent	Week	Learning Outcomes Assessed
1	Research Presentation	Project	Project	20 %	Week 4	1,2
2	Digital Material Production	Project	Project	50 %	OnGoing	3,4
3	In-class theory	Coursework Assessment	Closed Book Exam	30 %	End of Semester	1,2,3,4

Full Time Mode Workload

Type	Location	Description	Hours	Frequency	Avg Workload
Supervision	Computer Laboratory	Computer Practical	2	Weekly	2.00
Lecture	Tiered Classroom	Theory Class	1	Weekly	1.00
Independent Learning	Not Specified	Self-Directed	1	Weekly	1.00

Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2014-06-28 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Kogan Page
ISBN 0749471026 ISBN-13 9780749471026

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Module Resources

URL Resources