School of Business Author: Brid Lane Description: This practical hands-on-keyboard module explores how a variety of digital marketing tools are developed, used and assessed by marketers. The 100% assessment reflects the applied nature of the course with learners developing and evaluating the digital tools they will design. Aims: 1. To provide a basis and context for learners to acquire knowledge of digital tools in the marketing environment. 2. To provide an opportunity for learners to use a variety of popular digital marketing tools. 3. To facilitate learners’ development experience with these tools. 4. To give learners the knowledge to understand the process involved in developing digital marketing tools. Learning Outcomes: On successful completion of this module, learners will be able to: 1. Design and develop a selection of the more popular digital marketing tools. 2. Apply these tools to a variety of typical marketing scenarios. 3. Explain the procedures involved in this application. 4. Assess the value of their applied tools to marketing aims and objectives. 5. Explore the integration of digital tools for a given marketing set of processes. Assessment Strategy: Participant learning will be assessed by the following: The project is assessed by means of a project and presentation. The project gives the learner the opportunity to develop their knowledge by carrying out the appropriate research in the subject area while the presentation affords an opportunity to display this knowledge to peers, the lecturer and optionally internal moderators. This form of face-to-face presentation (with electronic formats such as Skype conferencing also allowable) gives an opportunity to answer questions on the work, clarifying any areas that need further explanation. Method of Assessment Percentage Weightings Learning outcomes assessed CA Project 80% 1-5 Presentation 20% 4,5 Indicative Syllabus: 1. Leveraging Social Media Marketing - the Macro perspective Digital social media impact on society, business, and marketing, requirements of social media tools for social media marketing, integration with traditional marketing practices 2. Leveraging Social Media Marketing - the Micro perspectiveThe importance of customer-as-partner social integration, brand building and relationship building, publicity and promotions, the art of “listening” with the social web, understanding optimal mixes of social media tools 3. Blogging Writing blog content, building reputation, relations and awareness , blog monetising, blog moderation rules,public and private blogs, blog search tools, tools for usage (Wordpress, Blogger), locating, installing and running plug-ins 4. Micro-Blogging Learning and following conventions & norms, listening (followers & followings), alerting, economical writing , tools for usage: (Twitter), desktop and mobile support tools, setting publicity preferences, using mentions and hash-tags for marketing, trendings and promoted tweets 5. Multimedia for Marketing Branding & promoting multimedia content, identifying & integrating with online multimedia groups, inter-linking multimedia types, tools for usage: (Youtube, Instagram/Pinterest, itunes, Slideshare), own devices to create content, uploading and managing content, multimedia web formats 6. Social Bookmarking Facilitating content for social bookmarking, importance of tagging and tag bundles, mining bookmarking sites, licencing bookmark RSS feeds, tools for usage: (Delicious, Digg, Stumbleupon), editing bookmarks, syndication feeds, bookmarklet browser buttons 7. Social Networks Social Networks as Online Communities, understanding & respecting group norms / sanctions, social Networks & privacy, tools for usage: (Facebook, Linkedin), profiles & pages, Facebook as an advertising platform, Facebook & Linkedin Applications, creating & running Facebook Pages, Linkedin as a business platform 8. Online Communities Emphasis on interactivity and socialisation, targeted special interest groups, professional B2B vs. Informal B2C communities, moderation of online communities, setting rules & evolving norms, forums (interactive conversation, Wikis (collaborative document creation, tool for usage: wikispaces) 9. Email Building relationships, loyalty & repeat business, permission marketing, list management & track-to-basket activities, creating & using email templates, writing content, customising content according to segments, importance of personalisation, scheduling content dispatch, avoiding spam, automated email marketing software 10. Mobile marketing Wireless networks (towards 4g), role and structure of interactivity, location and time-based marketing, proximity marketing, personalisation & targeting, push & pull mobile marketing, in-game mobile marketing, mobile web & QR codes, privacy and user-tracking Indicative Bibliography: Title Author Publisher Published Edition 30 Minute Social Media Marketing Susan Gunelius McGraw-Hill 2010 Sams Teach Yourself Facebook in 10 Minutes Sherry Gunter SAMS 2012 Facebook Marketing: An Hour a Day Chris Threadaway & Mari Smith Wiley 2012 4th Blogging - The Essential Guide Antonia Chitty & Erica Douglas Need2Know 2011 Blog, Inc Joy Deangdeelert Cho Chronicle 2012 Ultimate Guide to Twitter for Business Ted Prodromou Entrepreneur Press 2013 The Business of Being Social: A Practical Guide to Harnessing the power of Facebook, Twitter, LinkedIn & YouTube for all businesses Michelle Carvil & David Taylor Crimson Press 2013 Mobile Marketing: An Hour a Day Rachel Pasqua & Noah Elkin Wiley 2013 Linkedin for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn Brian Carter Que 2012 .