COURSE INTRODUCTION AND APPLICATION INFORMATION


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
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;
  • Understand the importance of digital media
  • Be familiar with the basic terminology and elements of digital media 101
  • To learn how to build a basic digital media plan
  • Recognize the importance of who your target audience is and where they spend their time
  • Understand how brands engage in a dialogue with consumers through digial media
  • Learn how to develop engaging programs via digital platforms
Course Content 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.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 What Is media? Define and review media channels, vehicles, roles in media and media planning.
3 Digital Media – 101; terminology, inventory, monetization, analytics, networks, programmatic
4 Digital Marketing: email, SEO, Affiliate, Social, Mobile
5 Top Digital Marketing Trends for 2016
6 Case Study Review and Discussion.
7 Mid-term
8 Digital Strategy – audience and content
9 Digital Strategy –channels/platforms, engagement and revenue
10 Case Study Review and Discussion.
11 Digital Strategy – measurement. Evaluation and optimization
12 Creating a Digital Strategy
13 Student Strategy Presentations
14 Public Holiday
15 Review of the Semester  
16 Review of the Semester  
Course 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/

References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
25
Presentation / Jury
Project
Seminar / Workshop
Midterms / Oral Exams
1
25
Final / Oral Exam
1
30
Total

Contribution of Semester Work to Final Grade
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

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
16
2
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
Presentation / Jury
Project
25
Seminar / Workshop
Midterms / Oral Exams
1
20
Final / Oral Exam
1
40
    Total
140

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5
1 To be able to critically discuss and interpret the theories, concepts and ideas that form the basis of media and communication discipline.
2 To have the fundamental knowledge and ability to use the technical equipment and software programs required by the mediaproduction process.
3 To be able to use the acquired theoretical knowledge in practice.
4 To be able to critically interpret theoretical debates concerning the relations between the forms, agents, and factors that play a role in the field of media and communication.
5 To be able to critically discuss and draw on theories, concepts and ideas that form the basis of other disciplines complementing the field of media and communication studies.
6 To be informed about national, regional, and global issues and problems; to be able to generate problemsolving methods depending on the quality of evidence and research, and to acquire the ability to report those methods to the public.
7 To be able to gather, scrutinize and use with scientific methods the necessary data to for the processes of production and distribution.
8 To be able to use and develop the acquired knowledge and skills in a lifelong process towards personal and social goals. X
9 To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale,” Level B1)
10 To be able to use a second foreign language at the intermediate level.
11 To be able to use computer software required by the discipline and to possess advancedlevel computing and IT skills. (“European Computer Driving Licence”, Advanced Level)

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 

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