MKTG07098 2016 Digital Marketing
This module provides the student with the necessary skills to plan, research, develop and control the various elements of a Digital Marketing campaign. Students will be able to use computer-based collaboration tools on specific projects, apply design principles to a range of Digital based marketing material and integrate this material correctly into the companies overall marketing programme.
On completion of this module the learner will/should be able to;
Plan, research and control a Digital Campaign
Plan, design and print/publish a range of digital material
Apply Design guidelines and principals during digital material creation
Creating online advertisements using both animation and video
Apply Internet Marketing principles and techniques
Promoting products/services using internet/social/mobile platforms
Identifying key metrics and performance analysis including e-CRM
Teaching and Learning Strategies
The students will be encouraged to build on the in-class learning to produce innovated marketing/promotional digital material.
Module Assessment Strategies
This module will comprise of practical projects and a final theory exam.
The students will repeat any failed elements if they fail overall
- Identify the target audience (tie publication design into audience)
- Content design and page/screen layout
- Learn the importance of typographic design (Fonts, Size, Contrast, Colour, Wrapping)
- Import, arrange and modify a variety of different text and graphic formats into a single publication
- Various file formats (JPEG, GIF, PNG) balancing graphics/text/white space in publications clipart, original artwork, lines, rules and boxes as graphic elements in publications
- Editing pictures (selection, re-sizing, removal of elements of a picture)
- Use of scanner, and digital camera to capture and store images - dpi, ppi, spi
- Production of advertisements and flyers
- Differentiate between electronic and paper publication needs
- Creating animated gifs as advertisements
- Understanding timelines, libraries, download speed, transitions and tweens.
- Creating various digital advertisements using popular animation software.
- Export and Import edited video material
Plan, research, control and measure a Digital Marketing Campaign
Plan a Social Media Campaign
Research and explore Internet Marketing best practise (including e-mail, SEM, Affiliate, Content, Blog and Mobile marketing)
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Graphic Project||Project||Project||30 %||Week 6||1,2,3,6|
|2||Video/Animation Project||Project||Project||30 %||Week 12||1,2,3,4,6|
End of Semester / Year Assessment
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Theory Exam||Final Exam||Closed Book Exam||40 %||End of Semester||1,5,6,7|
Full Time Mode Workload
|Practical||Computer Laboratory||Practical Class||2||Weekly||2.00|
|Lecture||Tiered Classroom||Theory Class||1||Weekly||1.00|
|Independent Learning||Not Specified||Self Directed Learning||2||Weekly||2.00|
Required & Recommended Book List
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.
2015-09-05 Adobe Photoshop CC Classroom in a Book (2015 release) Adobe Press
ISBN 0134308131 ISBN-13 9780134308135
Creative professionals seeking the fastest, easiest, most comprehensive way to learn Adobe Photoshop choose Adobe Photoshop CC Classroom in a Book (2015 release) from Adobe Press. The 14 project-based lessons in this book show users step-by-step the key techniques for working in Photoshop and how to manipulate images, edit motion-based content, and create image composites.
In addition to learning the key elements of the Photoshop interface, this completely revised CC (2015 release) edition covers automatically repairing empty areas of a merged panorama using Content-Aware Fill, making the noise level of a Blur Gallery effect consistent with an image, and adding specialized type characters more easily in the new Glyphs Panel. Learn to easily reuse design assets and share them with your team using Creative Cloud libraries with Linked Smart Objects, and instantly modify duplicated content using the enhanced Content Aware Move tool. Design screens more efficiently for the range of display sizes across desktop and mobile devices using multiple Artboards, test them on actual hardware using Device Preview, and generate output using the iteration-friendly Export Assets workflow.
The online companion files include all the necessary assets for readers to complete the projects featured in each chapter as well as ebook updates when Adobe releases new features for Creative Cloud customers. And new to this release, all buyers of the book get full access to the Web Edition: a Web-based version of the complete ebook enhanced with video and interactive multiple-choice quizzes. As always with the Classroom in a Book, Instructor Notes are available for teachers to download.