Module Details

Module Code: MMED7013
Title: Content Creation for Marketing
Long Title: Content Creation for Marketing
NFQ Level: Intermediate
Valid From: Semester 2 - 2019/20 ( January 2020 )
Duration: 1 Semester
Credits: 5
Field of Study: 2130 - Multimedia
Module Delivered in: 1 programme(s)
Module Description: This module gives learners a firm grounding in the principles, skills and techniques of content creation. Those who successfully complete this module will have the ability to devise and compose 'copy' or content for a range of promotional and marketing purposes and to understand the essential elements in brand messaging and content marketing.
The module aims to show the crucial role that content creation and associated skills, play in building bridges and developing profitable relationships with an organisation's audiences.
The module further develops skills and knowledge required in various digital and online environments and pays close attention to the challenges posed by Search Engine Optimisation for content cerators
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Develop various content for direct marketing material, traditional media and mass media advertising.
LO2 Distinguish between different formats of promotional writing and analyse brand messaging styles and techniques.
LO3 Examine the relationship between advertising and news media and the role of 'newsworthiness' in brand management.
LO4 Devise and compose content suitable for digital environments and rigours of Search Engine Optimisation (SEO).
LO5 Create and edit photographic and video content for use in marketing activities.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Grammar, Language and Fundamentals of Promotional Writing
Sentence structure, word order. Punctuation and basic grammar. Achieving clarity. The 'news writing' style. Style books, word banks, and development of brand dictionaries.
Essenatial Elements of Copywriting
Audience profiling, corporate storytelling, tone of voice, highlighting benefits and maintaining interest. Relationship between copyrighting and graphic design.
Developing Brand Through the News
News writing techniques and pitching to the media. The role of editorial in brand development and messaging. Pitching to traditional news media and online news outlets.
Writing for Digital Environments
The Social Media Release (SMR). Writing with SEO in mind.
Visual Content
Basic principles of photography, image selection and editing, video creation, video editing.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 6 Learning Outcomes 1
Assessment Description
Develop content for direct marketing material, traditional media, mass media advertising
Assessment Type Written Report % of Total Mark 70
Timing Week 12 Learning Outcomes 2,3,4,5
Assessment Description
Devise copy brief, brand profile and related content for effective deployment in online/offline environments
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory & Application Every Week 2.00 2
Lab Contact Lab work for editing and related Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Study and Assignments Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory and Application Every Week 2.00 2
Lab Contact Lab work for editing and related Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Study and Assignments Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Shaw, Mark. (2012), Copywriting: Successful Writing for design, advertising and marketing, 2nd. Laurence King Publishing Ltd, London, [ISBN: 78067-000-3].
  • Giannini, G.T.. (2010), Marketing Public Relations, 1st. Pearson, [ISBN: 136082996].
  • DK. (2016), The Beginner's Photography Guide: The Ultimate Step-by-Step Manual for Getting the Most from your Digital Camera (Dk), [ISBN: 0241241278].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 4 Mandatory