Producing and Managing Digital Content

Module code: MK7088

The module encapsulates practical and creative elements of designing materials for digital marketing campaigns in a strategic setting, providing a comprehensive overview of aspects related to digital media content production. It also covers key theoretical and practical aspects regarding the role digital media plays in successful digital marketing planning and strategising.

Unit 1: Digital Marketing Strategy

This unit provides an overview of the evolution and the current setting for digital marketing. Key concepts, theories and models of digital marketing will be critically evaluated, with a focus on new models that are being applied in the industry. It is intended to create a solid understanding of the digital marketing environment, target audiences and tools required in digital marketing planning.

Unit 2: Digital Media

This unit provides an overview of digital media, its development alongside tools and techniques used to produce digital media. The role of digital media will be analysed and discussed in the contemporary context. Key theories will be presented, critically evaluated and applied to industry contexts. The range of tools and techniques used in digital media will be explored in different industry settings.

Unit 3: Creating Content for Digital Media

This unit provides the practical aspect of the module. A wide range of tools to develop creative content will be introduced and applied to various industry cases. Discussions also be based on current research into the effectiveness of techniques applied in the industry. Elements facilitate the creation of a professional portfolio will be covered.