← Visual Language and Media
MSc Digital Marketing
- Thursdays from 9.00 → 11.00 (room A210)
Week 1: 2019_09_19 — module introduction
The aim of this module is to provide learners with an understanding of digital marketing communications theory and practice and to critically evaluate, create and execute a digital communications plan.
Partial subject outlines:
Form of communication in digital marketing:
— SEO, SEM, content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, Display advertising, non-Internet channels such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.
Technical outline of browser technologies. Understanding some technical aspects of user visits and engagement data:
— Browser user agents
User visits logging on independent platforms:
— Google analytics
— Matomo (ex Piwik)
Getting your content indexed by search engines :
— SEO optimisation & various search engines
— SEO (search engine optimisation) & SEM (search engine marketing) — how does it work ?
Mail campaign tools:
— Pommo mailing
— reaction chains for custom actions (example: IFTTT)
Ethical issues of digital marketing:
— data retention
Critical stances in a shifting media landscape:
— dark patterns
— Modes of address
— the Fediverse — alternative independent social networks
— The Great Hack
Carrying out digital marketing case studies and presenting findings to the group. Example case studies: Seed golf, https://thetoughestjourneygame.com/,
You will be required to develop a digital marketing communications plan for a small business/charity/club. This will involve working with a client and will be a group project.
Week 2: 2019_09_26
marketing communication tools
Gaining a common understanding of Marketing Communication tools available to us today. Open this embedded link (in a new tab) and build up the book of definitions with the class.
In groups of three, identify a company, a person, a charity or an organisation of which you will study the digital marketing. You will be asked to make a presentation on your findings to the class group.
Document your findings with screenshots, pdfs, prints, photographs or whatever form you see fit for your presentations.
Your presentation will include:
an overview of who / what your subject is, the scale of the organisation, their field of operation and geographic location(s)
an overviewing list of all the digital communications tools & channels your subject employs
a detailed view of each of the tools & channels you listed in the previous point. Consider giving examples and information about frequency of use. Try to find out if the channels are used individually or simultaneously.
try to answer the question: how does your subject speak to its target audiences using the communication tools they chose ?
Assignment timeframe: 2 weeks from assignment annoucement. You will be given the two hours of our following course to work with your team, but make sure to make a plan before then as it might take quite some time to gather enough material from each communication channel.
For any questions, mail me at email@example.com
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