COURSE IN DEPTH
Year one
Teaching methods may include practical sessions, lectures and group debates, featuring input from both University staff and guest lecturers from industry, providing you with a wide range of practical knowledge and insight.
In order to complete this course you must successfully complete all the following CORE modules (totalling 160 credits):
Digital Marketing Primer
20 credits
It’s all about you! This Digital Marketing Primer places your own personal and professional development at the centre of the competitive job market. The objective is to give you the understanding and confidence to sell yourself and your ideas to your peers and potential employers.
Audiences and Brand Development
40 credits
Meet the agency! You will take a ‘live’ brief from an advertising agency account manager. The objective is to identify a new audience for an existing client by raising brand awareness through a digital marketing campaign.
Research Methodologies
20 credits
Get to know your audience! Your client and your agency need to reach a challenging target market; this module gives you an introduction to audience segmentation through industry theory and professional practice.
Planning and Strategy
40 credits
You are the media planner! You’ll work with a global brand to build on your market research skills, using your insights to make a difference in the real world.
Collaborative Practice
40 credits
The module is an opportunity to learn and critically reflect on the skills of collaboration by enabling you to create an interdisciplinary project with students from complementary disciplines. You will be tasked with completing a project over a short development / production period. This project may be set either by an academic or course industry-partner.
In order to complete this course you must successfully complete at least 20 credits from the following list of OPTIONAL modules:
Interactive Entertainment, Development and Implementation
20 credits
The module is an opportunity to learn about the nature of interaction within game products and experience the challenge and thrill of developing a fun, gaming experience.
The ethos of the module is that of a ‘Game-jam’, where student teams will be tasked with completing a game brief inspired by either; a broad theme, a defined genre or a defined reference product. This project will be small in scope and scale, a micro-project.
Narrative Entertainment Script and Production
20 credits
Year two
In order to complete this course you must successfully complete all the following CORE modules (totalling 180 credits):
Contemporary Market Research Methods
20 credits
Get to know your market! You will receive a brief with the objective of delivering a market research report that helps to better understand the sector, its existing and potential consumers.
Methodologies for Digital Marketing Campaigns
40 credits
You are the digital media executive at an agency! You’ll work on a global entertainment brand, tasked with developing a digital marketing plan. You’ll need to develop an understanding of a new agency planning methodology and employ its techniques in providing digital only recommendations to support all their digital communications.
Content Marketing
20 credits
You are the creative team! You’ll be delivering a digital content marketing plan and some prototype assets to pitch to your client. This is your chance to showcase your digital marketing expertise and you’ll be using the framework recommended by the Content Marketing Institute (CMI).
Professional Practice
40 credits
The module is an opportunity to learn and critically reflect on the skills of collaboration &/or your own professional practice. The module enables you to create either an interdisciplinary project with students from complementary disciplines or your own self-defined project.
Major Project
60 credits
