DIGT06014 2020 Digital & Social Media Planning

General Details

Full Title
Digital & 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 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2020 - Full Academic Year 2020-21
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Mr. John Kelleher, Aine Doherty
Programme Membership
SG_BDIGI_S06 202000 Level 6 Special Purpose Award in Digital Marketing Practice SG_BSOCI_S06 202000 Level 6 Special Purpose Award in Social Media Marketing
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;

1.

Understand the steps involved in developing a digital marketing campaign

 

2.

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

3.

Identify digital audience and market segments

4.

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.

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.

Indicative Syllabus

1. Understand the steps 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 practise.
  • 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 (eg Hootesuite, Hubspot and Mailchimp)
  • Project management applications (eg 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 help

Hootesuite help

Asana

Trello

https://www.asai.ie/ 

https://www.dataprotection.ie/

 

 
Other Resources
Additional Information