| Course Name | Digital Media Strategies |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| PRA 422 | Fall/Spring | 3 | 0 | 3 | 4 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | - | |||||
| Assistant(s) | - | |||||
| Course Objectives | To understand the complexity of the ever-evolving digital media space, how to identify platforms that will engage your target audience and how to build an effective stragtegy for your product. |
| Learning Outcomes | The students who succeeded in this course;
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| Course Description | In this course, students will learn the basics of digital media including terminology, advertising units, revenue streams and analytics. We will then review the industry as a whole. We’ll research all leading platforms to understand how they work, how they generate revenue, how consumers engage with them and how marketers evelauate their value when deciding to include them in digital strategies. Case studies will help provide understanding of how to create an integrated program that will incentivize consumers to engage with a campaign. Lastly, we will build a digital media strategy by evaluating company objectives, defining target audiences and identifying the appropriate digital channels and platforms. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction of the course and course schedule | |
| 2 | What Is digital media? Define and review digital media channels, vehicles, roles in digital media and digital media planning. | Sheiner, D. Z., & Earon, A. (2019). Disruptions of account planning in the digital age. Marketing Intelligence & Planning. |
| 3 | Digital Media – 101; terminology, inventory, monetization, analytics, networks, programmatic | Lomborg, S., & Mortensen, M. (2017). Users across media: An introduction. Convergence, 23(4), 343-351. |
| 4 | Digital Marketing | Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. In MBA (pp. 37-74). Springer, Cham. |
| 5 | Top Digital Media Trends | Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138. |
| 6 | Case Study Review and Discussion. | Islam, F. (2020). Digital media strategy, planning and campaign management of Robi & Airtel. |
| 7 | Mid-term | |
| 8 | Digital Strategy – audience and content | Ross, J. W., Beath, C. M., & Sebastian, I. M. (2017). How to develop a great digital strategy. MIT Sloan Management Review, 58(2), 7. |
| 9 | Digital Strategy –channels/platforms, engagement and revenue | Westerman, G. (2018). Your company doesn't need a digital strategy. MIT Sloan Management Review, 59(3), 1-5. |
| 10 | Case Study Review and Discussion. | Silvano, M. D. C. L. F. (2020). Playing against the rules: how a digital strategy can enhance a luxury business: the case of Burberry (Doctoral dissertation). |
| 11 | Case Study Review and Discussion. | Silvano, M. D. C. L. F. (2020). Playing against the rules: how a digital strategy can enhance a luxury business: the case of Burberry (Doctoral dissertation). |
| 12 | Digital Strategy | Guest Speaker |
| 13 | Student Strategy Presentations | |
| 14 | Student Strategy Presentations | |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Online Articles: Digital Media 101: http://www.slideshare.net/jcancu/digital-media-101-2407573 63 terms: https://www.act-on.com/blog/63-digital-advertising-terms-every-marketer-should-know/ • http://mashable.com/2012/09/05/how-to-digital-strategy/#bALrkognB8q5 • http://digital-media-strategies-usa.com/ • https://www.themediabriefing.com/article/4-key-themes-for-digital-media-strategies-2017 • https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-channels-you-should Social media strategy: https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ • https://www.socialmediaexplorer.com/content-sections/tools-and-tips/10-best-social-media-strategies-2017/ Social media definitions (117) - https://www.act-on.com/blog/63-digital-advertising-terms-every-marketer-should-know/ Digital Strategy VIDEO https://www.youtube.com/watch?v=KgwrnjVRHRw Performace and Metrics http://www.performics.com/executive-summary-advertising-expenditure-forecasts-september-2016/ |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | 1 | 20 |
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 30 |
| Final Exam | 1 | 40 |
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 1 | 14 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 1 | 10 | |
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 18 | |
| Final Exams | 1 | 30 | |
| Total | 120 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
