Module Details

Module Code: MMED7013
Title: Content Creation for Marketing
Long Title: Content Creation for Marketing
NFQ Level: Intermediate
Valid From: Semester 2 - 2024/25 ( January 2025 )
Duration: 1 Semester
Credits: 5
Field of Study: 2130 - Multimedia
Module Delivered in: 1 programme(s)
Module Description: This module provides students with skills in content creation for marketing, with a focus on design principles, an intro to written content, and understanding of the ethical use of AI tools. Students will learn to create visually and verbally engaging content that aligns with brand identity. Topics include branding, graphic design principles, AI-assisted content creation, and practical application through digital tools. Assessments are designed to challenge students to create content that is both innovative and ethical.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the key elements of branding, distinguishing between visible aspects and underlying components to develop a cohesive brand identity.
LO2 Apply key design principles such as colour theory, typography, and branding to enhance content creation.
LO3 Develop a range of content for marketing purposes, including traditional and digital formats.
LO4 Use AI tools responsibly to assist in the creation and editing of written, audio, and visual content.
LO5 Understand how to produce multimedia content, including imagery, video, and audio, using industry-standard tools.
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
Understanding a brand
Understanding the role of branding in creating identity, trust, and connections with audiences through the brand iceberg.
Developing a cohesive brand idenity
Integrating visible elements, such as logos and brand colours with brand mission, tone of voice and audience profiling to create a unified brand.
Ethical content creation
Understanding the ethics around copyright and the use of content, as well as the use of AI tools for content generation.
Learning to create graphics
Practical application of the principles of graphic design, including composition, typography, and colour theory to create a range of branded visuals, including logos, banners, and social media graphics.
Introduction to written content
Utilising a range of tools and platforms, including AI tools, to draft, edit, and (search engine) optimise written content and copy for marketing purposes, ensuring clarity, audience engagement, and alignment with brand voice and tone.
Audio and Video Content
Learning the fundamentals of video creation and podcasting, including equipment, scripting, and storytelling. Structuring podcast content to align with marketing objectives and learning tools for audio recording and editing.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 5 Learning Outcomes 1,2
Assessment Description
Develop a brand identity for a company, including visual and written elements to contribute towards that brand's style guide.

PDFs and graphics files (multiple components) submitted via canvas.
Assessment Type Project % of Total Mark 70
Timing Week 12 Learning Outcomes 3,4,5
Assessment Description
Create a range of promotional material for your brand based on the style elements you developed.

This includes visual, written and audio or video material.

PDFs, graphics, video and audio files (multiple components) submitted via canvas.
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 tool demonstration and content creation 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 tool demonstration and content creation 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
  • David B. Berman. (2009), Do Good, Peachpit Press, p.195, [ISBN: 9780321573209].
  • Tee Morris,Chuck Tomasi. (2020), Podcasting For Dummies, John Wiley & Sons, p.419, [ISBN: 9781119711827].
  • Mark Shaw, Gyles Lingwood. (2022), Copywriting Third Edition, Laurence King Publishing, p.240, [ISBN: 9781529420241].
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