PG Certificate in Digital Media Management

Transcription

1 PG Certificate in Digital Media Management and learning outcomes General Students will submit proposals and plans with professional levels of presentation and logical progression of ideas demonstrating a practical application of recommended theories and models as appropriate to their projects. They will make decisions informed by personal interests, skills and experience and demonstrate independent research that adds value and credibility to their work. Students will demonstrate consistent levels of critical analysis and reflection across the course and informed application of professional views and experience. DMM1 Digital Media in Education, Training and Communication The module considers the history and background to digital media in the context of education, training and communication as well as new approaches to the use of media and technology. Participants will evaluate digital media projects and apply the criteria to their own projects. For the assignment students select a topic for development, describe its relevance to work or personal interests and decide on the means of delivery and evaluation. DMM2 Students develop an initial proposal for their project/concept that is clearly and unambiguously explained with some initial research activities. The proposal should be persuasive and based on personal and/or work interests. There should be measurable performance targets, initial milestones and resource allocations. Managing Development This module explains the skills and processes required to ensure that projects are completed successfully. Students will develop a series of guidelines related to their project. This will be combined with practical examples from the real world through case studies and current examples of good practice. They will look at the key project management issues in the development and implementation of projects using standard project management tools and techniques that are applicable in all project environments including Agile. For the assignment they will formulate a Project Plan that includes key elements such as resources, assets, timescales and costing. Students present a document that incorporates and develops concepts from Module 1. The document will give a clear explanation of a realistic and achievable project. It will demonstrate measurable performance targets and

2 objectives and include a work plan that identifies key tasks and milestones with ownership of those tasks and their relation to costs. Student will develop a detailed and realistic budget and make a statement of the risks involved. The proposal will put forward outline strategies for marketing and will research competitors and similar models and projects. DMM3 DMM4 Digital Media Management Project Students will look critically at the development of their project and produce a detailed risk analysis for assessment and a final work-plan and budget. This will include an analysis of the legal issues Students analyse the risks associated with their using tools and techniques used on the course (such as SWOT, PEST) and produce a credible strategy for addressing these risks. Students present the final iteration of the work plan and budget for assessment Marketing, Publishing and Legal Implications This module discusses marketing in terms of standard analysis, the use of social media and the importance of brand. It includes publication and distribution of product and the internal marketing of projects within organisations. It covers how to optimise your site, pay-perclick and online marketing plans and the issues and opportunities for different types of business. The module will cover social networking and how the impact of digital marketing can be evaluated Students present a document that incorporates and develops concepts from previous modules. They will develop a marketing plan for their project with clear and appropriate objectives and identification of marketing channels appropriate to the audience with associated resources for delivery. Students will produce a summary of their progress on the course with a systematic analysis of the changes in their project over the four modules. This will relate to their original objectives and benchmark statement at the start of the course. They should refer to their future personal and professional development and make suggestions for further iterations of the course. There is a final presentation at the end of the course. The presentation (assessed) should be aimed at a specific audience (as defined by the students) and will summarise the aspirations of the project and future progression.

3 Module 1 Digital Media in Education, Training and Communication Session 1 ( ): Course Introduction and Project Planning Session 1 will cover the structure and expectations of the course and key milestones. It will look at examples of previous projects and encourage students to reflect on their own projects. Students will plan benchmarks for the course and what they want to achieve. They will reflect on these and their success in achieving them in their final assessments. The Story So Far and digital futures Market Research how to find and read it. Team building exercises and Presentation skills Students choose a project: benchmark statements & Assignment for module 1 Session 2 ( ): Strategy and its relation to student projects Session 2 will cover Strategy and the key elements that make up a successful strategy as well as how you recognise what is bad strategy. Examples will relate to contemporary commercial activity in digital organisations and to student projects. What is strategy? Positioning the organisation to win Good strategy and bad strategy How strategy relates to your project. Session 3 ( ): Consultancy and Innovation Session 3 will cover innovation and working with clients from the viewpoint of a creative consultancy that helps its clients to transform their brands through a combination of business, technology and design. Transforming businesses examples of the processes and management required Business model innovation and Digital innovation tools The customer journey and ways to manage it Practical application to projects Session 4 ( ): Project presentation, research and company tracking In session 4 students will discuss their projects with colleagues for consideration with a short presentation of minutes. This is unmarked but provides guidance for the further development of their ideas. They will also prepare to follow a company as a collaborative Company Research project with a presentation on 22 nd April Each student will prepare a book report for presentation on 4 th March 2017 which will carry a mark. Students present their projects and receive feedback

4 Book reports selecting the book that they will read to present to colleagues on the course Company tracking working in groups students will follow a selected company, its success and failures as well as its business model and future prospects. Module 2 - Managing Development Session 1 ( ): Project Management and Business Planning Session 1 will cover traditional project management tools and processes and will include exercises related directly to student projects. It looks at the details of business planning and managing processes. Principles of project management and use of project management tools Planning and costing a project Preparing a Business Plan Key elements of Business Planning Session 2 ( ): User Experience and Managing Online Projects Session 2 covers the User Experience perspective with specific tools and processes that assist in managing online projects. It includes evaluation methods and the importance of detailed research and analysis at all stages of the project cycle. Project management Creating the user experience Research and evaluation Building value for the client Session 3 ( ): Budget Headings and Agile/SCRUM techniques Session 3 covers budgeting and budget headings as part of the project plan. It looks at the history of Agile as a response to traditional top-down project management techniques and provides tools and techniques that students can apply to their projects. Background and the Agile Manifesto Scrum Roles and Artefacts Agile and SCRUM techniques, SCRUM cycle and activities Risk Management and mitigation and application to projects Session 4 ( ): Project Management in Practice Session 4 includes discussions of real projects and why so many large projects overrun. It offers new perspectives in management of the client in successful projects through managing project resources effectively. Practical perspectives - why planning tools don't always work Why are e-projects different Making sure projects work to plan Balancing project resources and understanding the needs of client

5 Module 3 - Digital Media Management Project Session 1 ( ): Book Reports, Communication planning and Personal Brand In this session students deliver, through presentation, their Book Report for assessment. Each student reads a book in their area of interest and presents a critical analysis to the class demonstrating its relevance to the course and their personal and professional development. Student presentations for Book Report. Communication strategy. Internal and external communications of activities: when, how, how often Personal Brand - Your on-line profile use of LinkedIn and other social media. Session 2 ( ): IPR and Legal Issues This session discusses IPR and legal issues in digital and for student projects. It includes the practicalities of implementation through exercises and discussion. What is Intellectual Property and what is a legal agreement? Copyright - What Copyright assets do you own? Know-how and trade secrets Designs and Trade Marks Is your chosen mark free, how do you register? Patents and their use Session 3 ( ): Research Presentations and Entrepreneurship & small companies. Students present their group Research Project to the rest of the class. Students choose a company to track overtime and provide details of history, performance, customers, competitors, challenges and future direction. There is also a session on entrepreneurship and small companies. Company tracking presentations Entrepreneurship and small businesses What makes an entrepreneur? Enterprise and innovation Session 4 ( ): Start-ups, Small Companies and Investment This session considers small business start-up and different business models. It also looks at different forms of funding available to the entrepreneur. Building a business Types of business

6 Business Plans and Models Funding your business Bringing a product to market Module 4 - Marketing, Publishing & Legal Implications Session 1 ( ): Social Media and Publishing This session gives an overview of current digital publishing and how the future may look. It also covers the use of social media strategy and associated tools. An overview of digital publishing Social Media marketing, theory and strategy Using blogs, podcasts, video, social networking and virtual worlds as marketing tools Applying social media marketing to your digital media projects Session 2 ( ): SEO, small business and online creative retail company This session covers two main areas: an example of small company start-up, the reasons for starting a company and the processes of running one. It also looks at the business of a particular online creative retail company. Case study of a small business start-up in the internet marketing sector How search engines rank pages how do they determine who comes top? How to optimise web sites for search engines organic listings Pay per click marketing basic principles, how to make it drive business to a website Choosing search engine marketing providers what to look for, pitfalls to avoid. Starting a creative retail company - business plans and research Product development and import and export Your market and the Toy market competition: creating a brand profile - getting sales Session 3 ( ): Social Media Marketing and Brand This session looks at how digital technologies can have an impact on marketing and the achievement of business objectives. It also looks at how the impact of digital technologies can be measured. Digital Marketing How have digital technologies transformed Marketing? Achieving Marketing objectives through applying digital technologies What are Digital Marketing and Multichannel Marketing? Digital Media, Websites, Social Media and On-line Advertising Advertising, marketing, affiliation marketing and E-CRM. Session 4 ( ): Final Course Presentations & Review

7 Students make a 10 to 12-minute presentation to classmates and tutors as part of your final assessment as though to potential investors, partners or senior management. Updated: