Latest Module Specifications
Current Academic Year 2025 - 2026
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Description This module introduces students to the strategic use of digital and social media for effective campaign management. The module will create awareness among the students of the range of issues to be considered when developing, implementing and evaluating digital media campaigns. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Understand the evolution and impact of digital and social media on the creation and management of commercial, social and political campaigns 2. Critically evaluate strategic, editorial and technical choices made by digital campaigners 3. Understand and critically evaluate the strategies, tactics, and tools used to reach, engage and influence target audiences on digital and social media channels 4. Understand how to develop a digital content strategy, how to implement it and how to evaluate its impact | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
The Evolving Digital Landscape An introduction to the digital landscape, how this has evolved and how it has impacted on current social media campaign practice. The Social Media Players An examination of the main players in social media; Successful strategies for reaching and engaging target audiences on different platforms; Principles for selecting channels; Key metrics for each. The Social Media Plan Developing a plan for social media presence; Tools to monitor and manage across multiple platforms; Dealing with incidents and comments. Digital Content Strategies The integration of owned, earned, and paid content; native advertising; mobile, local, and social advertising; Strategic channel selection; Creating digital and social media content; Who generates the content; Crafting network strategies; Presentation of digital content; Sources of errors. Establishing Communities and Mobilising the Audience Community development theory; Behaviour Change and social media; Brand authenticity; Social media mobilization; User-generated content; Offline and online advocacy; Transforming audiences into users; best practices for social media engagement. Social Media Campaigns – Case Studies We’ll examine examples of recent social media campaigns (commercial, political and social change). Emerging Trends in Digital Media Campaigns How to evolve and adapt your digital and social media campaigns, as the landscape continues to evolve, to ensure you can continue to reach, engage and influence target audiences. Social Listening, Assessing Results, Digital Metrics & ROI How to effectively monitor social media and online forums to gather data, insight and intelligence on exiting and potential stakeholders; How to identify opportunities to join relevant conversations online; How data and analytics can be used for strategic digital communications; How digital communications activities can be assessed in providing an appropriate return on investment (ROI); Evaluation, tools and best practices in integrating social media metrics into a strategic plan; Developing the assessment protocol and the evaluation tool; Dive deeper into analytics; Preparing an assessment report. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books:
Articles:
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Other Resources
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