Large Print Copies of This Booklet Can Be Provided on Request

CT6016 Digital Web Marketing
Module Guide 2012/13 /

Digital Web Marketing

CT6016

2012/13

Dr Nina Reeves

Large print copies of this booklet can be provided on request.

We can also arrange production of braille or audio versions.

All rights reserved. No part of this publication may be reproduced, stored or transmitted

in any form or by any means, including – but not limited to – photocopy, recording, or any

information storage and retrieval system, without the specific prior written permission of

University of Gloucestershire.

Contents

Teaching team / 3
Learning outcomes / 3
Resources / 3
Time commitment / 3
PDP statement / 3
Feedback from Tutors
Lecture Plan (Module Schedule) / 3
4
Assessment specification / 5

Appendix – Contribution to teamwork (exemplar) 10Teaching Team Moderator

Nina Reeves / / Paul O’Brien

Learning outcomes

A student passing this module should be able to:

1. discuss the principles and methods for designing and building multimedia web products for marketing,
2. demonstrate the ability to produce high quality multimedia promotional materials for a designated market,
3. critically assess the role and value of computer-based multimedia web approaches to marketing communications strategy,
4. discuss methods for assessing the costs and benefits of electronic approaches to marketing,
5. critically evaluate the role of multimedia systems in gathering market research data,

Resources

Module web site: which will contain tutorial information, lecture notes and indicative background reading.

Indicative Reading

Chaffey D. (2007a) Total e-mail marketing: maximising your results from integrated e-marketing. 2nd ed. Oxford: Butterworth-Heinemann.

Chaffey D. (2007b) E-Business and E-Commerce Management. 3rd ed.Harlow: Prentice-Hall.

Jobber D (2010)Principles and Practices of Marketing. 6th ed. Maidenhead, McGraw-Hill.

Mariotti J. (1999) Smart things to know about brands and branding. Oxford, Capstone.

Parkin G. (2009) Digital Marketing: strategies for online success. London: New Holland Publishers(UK).

Perreault W.D, McCarthy E.J, Parkinson S. and Stewart K. (2002) Basic Marketing. European edition. 14th ed. Maidenhead, McGraw-Hill.

Ryan D and Jones C. (2011) The best digital marketing campaigns in the world: mastering the art of customer engagement. London: Kogan-Page.

Time commitment required

1 hour lecture, 1 hour lab session, 8 hours self-study per week

Link with CT6008 & PDP

This module links closely with CT6008 Advanced Group Project and should provide additional skills to help you consider how to market your product. Experience in the past has shown that this module brings together the technical and theoretical aspects of marketing in an atmosphere of collaboration and discussion.

Feedback from tutors

All students are entitled to both formative and summative feedback during the module. Formative feedback is designed to enable you to improve your work/performance and takes many forms. Students will have several opportunities to receive feedback on their progress, e.g. during lab sessions, tutorials or seminars; as part of general feedback in lectures; and where appropriate, one to one sessions with their Academic Review Tutors. Summative feedback is received when your submitted coursework has been marked. As a minimum this will comprise constructive comments from the tutor and a grade.

Lecture Plan

Wk No. / Material /

Practical work

Week 1
24/9/12 / Introduction to the module – marketing concepts, Assessment details. / COMX Competitive Survey
Week 2 / Promotional mix - advertising - direct marketing – publicity /

Customers first! Vox pop

Week 3 / Positioning - Market research - Marketing Information systems / Portfolio: COMX Brand values/ Logo & poster
Week 4 / Implementing Brand values / Portfolio: Developing the brand/ TV advert (campus screens); plan promo video
Week 5 / Legal and ethical environment / Portfolio: Produce Campaign schedule
Week 6 / Promo video shoot
Week 7 / CRM - CMR email design for viral marketing / Portfolio: Create an effective email campaign
Week 8 / Social networking marketing strategies /

Portfolio: Capitalising on social media

Week 9 / Case study – Google – Adwords, Adsense,
SEO / Portfolio: Implementing the plan and gathering evidence
Week 10 / Sponsorship considerations / Assignment Workshop
Week 11 / Presentation of Promotional Campaigns / Module Evaluation
Week 12 / Deadline Wed 12 Dec 2012

Assessment specification

1. Module code and title /

CT6016 Digital Web Marketing

2. Module tutor / Nina Reeves
3. Tutor with responsibility for this Assessment / Nina Reeves
This is your first point of contact.
4. Assignment / 001: 100% Coursework: Standard (2000 words or equivalent)
You will be penalised according to the Academic Regulations for Taught Provision if you exceed the size limit.
5. Submission deadline
Your attention is drawn to the penalties for late submission; see Undergraduate Modular Handbook. / Friday 7th December, 2012 Presentation for formative feedback.
Wednesday 12th December, 2012Final submission
Your attention is drawn to the penalties for late submission; see Academic Regulations for Taught Provision.
6. Arrangements for submission / Park Assignment Room
7. Date and location for return of work / 18th January 2013 Park Assignment Room
8. Students with Disabilities / Alternative assessment arrangements may be made, where appropriate, for students with disabilities. However, these will only be implemented upon the advice of the Disability Advisor. Students wishing to be considered for alternative assessment arrangements must give notification of the disability (with evidence) to the Disability Advisor by the published deadlines.
9. University Regulations for Assessment / All assessments are subject to the Academic Regulations for Taught Provision. These include regulations relating to Errors of Attribution and Assessment Offences. In exercising their judgement, Examiners may penalise any work where the standard of English, numeracy or presentation adversely affects the quality of the work, or where the work submitted exceeds the published size or time limits, or where the work fails to follow normal academic conventions for acknowledging sources.
See *endnote in Section 12

10. The requirements for the assessment

Marketing Plan Portfolio (Assesses Learning Outcomes (b) – (g) incl.)

The aim of the assignment is to work in a small team (you may form your own teams of at least 4 students, but if there are students without teams these individuals may be assigned to a team by the Module Tutor) to create a Promotional campaign for the following scenario:

COMX13 – the annual exhibition of the work of students within the Department of Computing at the University. The participants comprise inter alia:

• CT6008 Advanced Group projects
• CT5008 3D Animation for Games
• CT4008 Digital Media Design and Development (Flash) paired projects

The Exhibition is intended to provide a showcase for the technical, aesthetic and project management skills of Multimedia Web Design, Interactive Games Design and Computing students at the University. These courses are well established and student teams have been producing professional solutions to business problems since 1998. The previous client list includes Starchaser Industries, Ribena Toothcare, Cheltenham Motorsports, Cancer Research UK, the Construction department at GlosCAT and Avon International Group. They have also explored the business possibilities of new technology such as Mash-ups and Augmented Reality or created engaging 3D games for entertainment.

The website address is

Your team’s task is to produce an effective promotional marketing strategy for this year’s COMXto ensure that there is an audience of prospective employers, friends, prospective students, relatives and other interested parties. As part of this you will need to develop multimedia, web and paper-based promotional materials which should demonstrate unity of design theme and be able to incorporate the logos of sponsoring organisations. The materials must be suitably designed for cost effective reproduction in a variety of formats, for example on leaflets, postcards, websites (PC, PDA, Phone and iTV) and CDRom.

ALL media must be copyright free!

Sponsorship of prizes eg: Best Stand, Technical innovation, Product Trailer etc is encouraged and in the past has included the Institution of Engineering Technology (IET), Gloucestershire Media, BigDug and ContentMaster. You are encouraged to gain further sponsorship but please contact the module tutor first with ideas to minimise duplication and annoyance for the firms approached.

Your team should submit the following:

1. A Portfolio of designs on CD which must include as a minimum:

1. Aposter design suitable for A3 (submit as PSD file as in 1). Only use 7  2 words for the strap line which is up to you to choose. Ensure adequate Date/Time/Place/Website/QR code info is present.

1. A website(s) for COMXsuitable for PC and mobile. You should consider carefully what information potential visitors will need or desire. Different visitors will arrive with different requirements. You may like to conduct a ‘quick and dirty’ usability study on the COMX12 site to get some evidence to support your design decisions.

1. A video advert(s) suitable for web delivery (eg via Youtube) incorporating evocative graphics, animations, live action and useful information such as the COMX13 Exhibition title, Date/Time/Place/Website. Audio may be incorporated but will not be used on the University info screens. Do remember that it must be copyright free (submit as wmv and mp4).

The designs should have a unity across all the items and be presented in a suitable electronic form (showcase) which could be presented to a prospective client/employer. Look at the Showcase from previous years on the module website.

1. A Promotional Marketing Plan

This should explain how the designs will be used to promote participation of visitors to the Exhibition. This might cover physical marketing, portal website, email marketing, web marketing, viral marketing, use of commercial services such as Adwords and Adsense, Search Engine Optimisation, celebrity marketing etc

It should also include a detailed schedule of promotional activities with timescales, outcomes and evidence (eg: emails, sponsorship). It should also include an explanation as to how you would evaluate the effectiveness of the methods chosen. You should support your ideas with reference to suitable academic and commercial sources (see *endnote Section 12).

You should provide a spreadsheet on CD giving details of visitors (prospective employers, alumni, family, friends etc) whom you will invite (use TeamX.xls (where X is your team number) as the format - available on module website).

The physical format of the submission should be 1.5 line spacing with reasonable margins for feedback comments and a readable font of point size 12. Use a Footer for page numbers.

11. Assessment criteria

Assessment of written material will be on the basis of the Assessment Criteria for the Computing Courses (formerly known as the ICT Fields)with special reference to the Criteria Grid overleaf for practical elements. All academic references should conform to the Harvard standard.

NB: Each member of the team must complete a Contribution to Teamwork questionnaire (see Appendix) where you are required to analyse your own and others’ contributions to the team products. The responses will be used in addition to attendance data and the professional judgement of the Tutors in the case of differential marks being awarded. It is in your interests to be ‘visible’ and contribute to discussions and exercises during the module so as to provide evidence for this process.

Criteria grid for practical elements:

Grade / Content
To achieve <30 / Some requirements met, but very limited and not recoverable. Copyright violation. No contribution to teamwork.
To achieve <40 / Deliverables partially complete, e.g. incomplete product with poor quality images eg: bitmaps. No presentation. No visitor suggestions, no contribution to teamwork.
To achieve 40+ / All promo designs attempted. Basic understanding of the Promotional Campaign concept. Some attempt at a schedule. Few visitor suggestions. Some contribution to teamwork but variable in quantity and quality.
To achieve 50+ / As 40+ with a range of content and multiple media to create mood or give information. Practical schedule showing understanding of audience for and pace of campaign. Some commercial visitor suggestions eg: prospective employers.Reasonable contribution to teamwork. Reasonable attempt at packaging the portfolio.
To achieve 60+ / As 50+ with original ideas for designs and evidence of design process from storyboard to product. Good quality design suited to static PC delivery. Some valid suggestions for commercial sponsorship.Good contribution to teamwork including execution of practical elements. Good, integrated packaging of the portfolio.
To achieve 70+ / Excellent, aesthetically pleasing, appropriate designs in a unified design portfolio, packaged to a professional standard and a complete, detailed schedule. Significant numbers of visitor suggestions and/or significant sponsorship negotiated. Excellent contribution to teamwork including innovative ideas and/or execution of practical elements.

12. Special instructions

The portfolio must be well organised on the CD and all files should have meaningful names. Make sure that you name the CD with a felt-tip pen. This work should be a major part of your portfolio of work to show prospective employers.

Your written work must be word processed and submitted on paper with the CD in a clear plastic wallet together with a Module Assignment submission form for each team member to the Park Campus Assignment Room.

* endnote

Careful referencing of sources is vital when making use of the work of others. You are expected to employ the referencing conventions recommended in the Course. These conventions apply to information taken from internet sources, as well as books, journals and lectures. If you are unsure of the way to reference properly, seek advice from a member of staff before you submit the assessment. These are some of the points you should check before submitting your work:

• are all direct quotations, from both primary and secondary sources, suitably acknowledged and placed in quotation marks and indented?
• have you provided full details of the source of the quotation, according to the referencing convention used in the Course?
• have you acknowledged the source of ideas not your own, even if you are not quoting directly from the source?
• have you avoided close paraphrase from sources? (Check that you are not presenting other people’s words or phrasing as if they are your own.)

if you have worked closely with others in preparing for this assessment, is the material you are presenting sufficiently your own?

Appendix – Contribution to Teamwork (exemplar)

Nina Reeves, Module Tutor1 | Page