| CODE | MRK2702 | ||||||||
| TITLE | Digital Marketing Design, Promotion and Advertising | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit provides guidance on how marketing executives can make the most of the web to meet their marketing goals. The students will be introduced to digital design guidelines and methods for commissioning and designing effective digital marketing communications. These include print advertising, such as billboards and flyers, and online content, such as banners and social media adverts. The study-unit will also guide students on how to select colours, images, composition and layouts such that all the elements are consistent with the marketing strategy. The unit will familiarise the students with the emerging design tools in marketing such as vector and bitmap editing applications together with the respective file formats. This study-unit provides a detailed overview of the advertising and promotion techniques used in the marketing industry. It provides a toolkit to create effective communication processes. Study-unit Aims: The study-unit aims to provide students with an overview of the relevant online tools for designing digital content that marketing practitioners require to produce or outsource to specialist firms. The students will become aware of both the foundational technology and the design factors that must be considered in an online marketing context. Design factors include selection of appropriate typographic elements, layouts, images and templates that build the content. In doing so, the students will be able to distinguish between different file formats, sizes and quality criteria. This will help them communicate with the appropriate terminology when working with designers or subcontracting design work. The unit also addresses the issues and challenges surrounding promotion and advertising and the various options available to create effective strategies. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - List applications that are available to create digital marketing material; - Select website template resources that are available online; - Describe best practices for the design of visual materials; - Choose meaningful domain names and hosting options; - Recognise interaction design guidelines, visual layouts and typographic. 2. Skills By the end of the study-unit the student will be able to: - Construct effective static adverts; - Sketch interactive adverts and online journeys; - Use online tools to design and develop effective marketing content. Main Text/s and any supplementary readings: Main textbook: - Belch, George E. and Michael A. Belch, (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill/Irwin. Additional reading: - Shimp, Terence, (2009). Integrated Marketing Communications in Advertising and Promotion, 8th edition, South Western College, International Edition. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Ivan De Battista |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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