DGTL12007 - Digital Communications Management
Term 2 - 2017


All details in this unit profile for DGTL12007 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

Digital media has dramatically affected and expanded the ways in which we communicate. This unit provides a theoretical and applied understanding of digital communications, including web, social and mobile technologies. You will evaluate a range of digital communications platforms and strategies, and critically examine key social, economic, ethical and regulatory issues. Through a combination of theory and practice, you will develop essential skills for communicators in the digital age, and identify emerging trends and innovations.

Details

Career Level Undergraduate
Unit Level Level 2
Credit Points 6
Student Contribution Band 1
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Prerequisite: Minimum of 36 credit points

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 2 - 2017
  • Brisbane
  • Distance
  • Mackay
  • Rockhampton
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Practical and Written Assessment 15%
2. Practical and Written Assessment 45%
3. Practical and Written Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

On successful completion of this unit, you will be able to:
  1. explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations
  2. develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies
  3. critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Not applicable

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3
1 - Practical and Written Assessment
2 - Practical and Written Assessment
3 - Practical and Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3
1. Communication
2. Problem Solving
3. Critical Thinking
4. Information Literacy
5. Team Work
6. Information Technology Competence
7. Cross Cultural Competence
8. Ethical practice

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Practical and Written Assessment  
2 - Practical and Written Assessment
3 - Practical and Written Assessment

Prescribed Textbooks

Digital and Social Media Marketing
Author/s: Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz Year: 2017
Edition: Publisher: Taylor & Francis Group for Routledge
City: london and new york
Country: England and USA
View textbooks at the CQUniversity Bookshop

Other Resources

These are not compulsory, but may assist you:
Social Media Campaigns
Author/s: Carolyn M. Kim Year: 2016
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Digital Marketing: Integrating strategy and tactics with values
Author/s: Ira Kaufman & Chris Horton Year: 2015
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Social Media Communication: Concepts, Practices, Data, Law and Ethics
Author/s: Jeremy Harris Lipschult Year: 2015
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Digital Innovations for Mass Communications: Engaging the user
Author/s: Paul Martin Lester Year: 2014
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Multimedia Storytelling: for digital communicators in a multiplatform world
Author/s: Seth Gitner Year: 2016
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Persuasion Ethics Today,
Author/s: Margaret Duffy & Esther Thorson Year: 2016
Edition: Publisher: Taylor & Francis Group for Routledge
Country: oxo
Other resources may be available at CQUniversity Library. Note:

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
All submissions for this unit must use the Harvard (author-date) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorDonna Wright (d.wright@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 10-07-2017

Digital communications management in context

Chapter 0
‘A visual introduction to digital and social media marketing’, Gordan Fletcher, 2017, Digital and social media marketing: A results-driven approach, A. Heinze, G. Fletcher, T. Rashid and A. Cruz, Eds., Routledge, New York.
0.3 The Buyer Persona Spring and action-based learning
0.4 The Buyer Persona Spring

Refer also to additional resources via Moodle.


Week 2 17-07-2017

Connectivity and human interactivity

Chapter 9
‘Content marketing’, Sophie Iredal, Aleksej Heinze and Martin J Williams, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 9.1 to and including 9.6

Refer also to additional resources via Moodle.

Week 3 24-07-2017

Technological innovations in digital communications

Chapter 12
‘Measuring brand awareness, campaign evaluation and web analytics’, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
12.4 Web analytics
12.5 Key performance indicators for small and medium enterprises using Google Analytics

Refer also to additional resources via moodle

Week 4 31-07-2017

The social media revolution

Chapter 8
‘Social media’, Alex Fenton and Ashley Jones, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 8.1 to and including 8.5

Refer also to additional resources via Moodle.

Week 5 07-08-2017

Life on the go - mobile technology and the rise of the App

Chapter 11
‘Mobile marketing’, Bartlomiej Kurzyk, Tahir Rashid, Sayed Ali Hayder, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 11.1 to and including 11.11

Refer also to additional resources via Moodle.

Vacation Week 14-08-2017
Week 6 21-08-2017

Digital communications strategies

Chapter 6
‘Developing an effective digital presence’, Ana Cruz and Stelios Karatzas, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 6.1 to and including 6.15

Refer also to additional resources via Moodle.

Create platform specific content for multiple social media sites Due Monday (21 Aug 17) 09:00 AM AEST
Week 7 28-08-2017

Marketing social networks

Chapter 8 ‘Social media’, by Alex Fenton and Ashley Jones, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 8.6 to and including 8.11

Refer also to additional resources via Moodle.

Week 8 04-09-2017 Doing business with digital communications

Chapter 0
‘A visual introduction to digital and social media marketing’, Gordan Fletcher, of your textbook, Digital and social media marketing: A results-driven approach, 2017.

Chapter 7
‘Search engine optimisation: strategy implementation’, Aleksej Heinze, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 7.1 to and including 7.7

Refer also to additional resources via Moodle.

Week 9 11-09-2017

Digital communications evaluation - measuring success

Chapter 12
‘Measuring brand awareness, campaign evaluation and web analytics’, Alexander Christof and Verena Hausmann, of your textbook, Digital and social media marketing: A results-driven approach, 2017.
Ch. 12.6 to and including 12.11

Refer also to additional resources via Moodle.

Establish and develop a professional blog site Due Wednesday (13 Sep 17) 09:00 AM AEST
Week 10 18-09-2017

Visual storytelling – digital presentations and online video

Note: Not from prescribed text. Available as a CQUniversity library e-resource.

Chapter 9 ‘Multimedia storytelling in strategic communications’, Seth Gitner, 2016, Multimedia Storytelling for Digital Communicators in a Multiplatform World, Routledge, New York.

Refer also to additional resources via Moodle.

Week 11 25-09-2017

Privacy and security in the digital age

Note: Not from prescribed text. Available as a CQUniversity library e-resource.

Chapter 3‘Social media ethics’, ‘Strategic design – developing a data informed social media campaign’, Carolyn Mae Kim, 2016, Social media campaigns: strategies for public relations and marketing, Routledge, New York.

Refer also to additional resources via Moodle.

Week 12 02-10-2017

Digital communications management – practice and profession

Review/Exam Week 09-10-2017
'Digital footprint' analysis, evaluation and recommendations Due Wednesday (11 Oct 17) 09:00 AM AEST
Exam Week 16-10-2017

1 Practical and Written Assessment

Assessment Title Create platform specific content for multiple social media sites
Task Description

Create platform specific content for popular social media sites, using current layout requirements and dimensions for each site. Those platforms are: Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr and Google+. You will need to tailor the content to suit the site’s users, your audience and page layout requirements. You may use Canva.com or other ready-made graphic design templates, or you can design your own if you are proficient with graphic design tools (refer to the site layout dimensions contained in Module 2). Choose a previous module discussion or exercise task or create a new story that you will share across multiple platforms. Word count will be determined by the platform’s specifications.

Assessment Due Date Week 6 Monday (21-Aug-2017) 09:00 AM AEST
Return Date to Students Within approximately 14 days
Weighting 15%
Assessment Criteria

1/ Overall concept makes use of modular copy principle for multi-platform use:

  • short sentences
  • short paragraphs
  • easy to take in at a glance
  • arresting image or graphic
  • creates interest
  • relevant to purpose
  • uses language that engages with a primary emotion
  • has a tone of 'voice' appropriate for message and its target audience

Up to 1 mark will be applied for each of the above (up to 8 marks for these criteria).

2/ Content adapted with one example created for each of the following specific platform media requirements in a recommended format and proportional dimension (as per Module 2 lesson resource):

  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • Pinterest
  • Tumblr
  • Google+

Up to 1 mark will be applied for each of the above (up to 7 marks for these criteria).

Up to 15 marks altogether are available for this assessment item.

Referencing Style Harvard (author-date)
Submission Online

Submission is via Moodle. The textual/graphical examples may be submitted as individual image files or compiled as images and texts into a word or pdf file. Audio visual files (if applicable) may be submitted but should be a maximum of 3Mb in file size. Up to 10 files may be submitted overall.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations

2. develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies

3. critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



2 Practical and Written Assessment

Assessment Title Establish and develop a professional blog site
Task Description

Establish a professional online presence by setting up a personalised website using a free website building service.

Complete the compulsory digital communications tasks, identified as ‘Assessment exercises’ which are contained in the weekly unit modules; these are identified as ‘summative assessment components of Assessment 2 – Professional Blog Site’ (PBS). The website and its digital content will be professionally presented and submitted for assessment. The website building service you choose to deliver your assessment requirements will primarily function as a blogging platform.

The site must have the capacity to:

  • post plain text, images, infographics and hyperlinks;
  • share photos, external links, chat snippets etc.;
  • host RSS feeds and HTML-based widgets;
  • embed audio including music tracks and podcasts;
  • embed videos which can be uploaded as ‘in-feed native videos’ or imported from websites such as YouTube, TedTalks or Vimeo;
  • make use of its own analytics tools or have the capability of integrating another, for example Google Analytics.

Following is a list of the exercises. Refer to the weekly modules for details.

  • Exercise Task 1.1: Preliminary reviews of the various digital tools available on the most popular social networks.
  • Exercise Task 2.1: Compare four website building products that offer a free subscription option.
  • Exercise Task 2.2: Set up your professional blog web site (PBS)
  • Exercise Task 3.1: Transfer your completed Assessment Exercise tasks 1.1 and 2.1 across to your PBS.
  • Exercise Task 4.1: Further comparative reviews of specified social media and networking sites to be posted to your PBS.
  • Exercise Task 5.1: Share a specified infographic on your PBS.
  • Exercise Task 5.2: Generate a QR code for your PBS.
  • Exercise Task 6.1: Research and list the common roles and tasks associated with position descriptions pertinent to digital communications management on your PBS.
  • Exercise Task 7.2: Post to PBS evidence of your completion of the free Digital Analytics Fundamentals course.
  • Exercise Task 7.3: Write a two-minute podcast script on the topic of 'Social Credibility'; produce an MP3 and embed it into your PBS.
  • Exercise Task 8.1: Compare two email marketing products and post to your PBS.
  • Exercise Task 8.2: Evaluate LinkedIn and post evaluation to your PBS.
  • Exercise Task 8.3: Create an RSS feed and share your Exercise 7.3 podcast as a news feed.
Assessment Due Date Week 9 Wednesday (13-Sep-2017) 09:00 AM AEST
Return Date to Students Within approximately 14 days
Weighting 45%
Assessment Criteria

Each of the tasks will be evaluated according to criteria derived from the learning outcomes:

  • explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations,
  • develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies,
  • critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Up to a total of 45 marks will be awarded according to the following table.

Tasks Marks Available
1.1 & 2.1 & 2.2 & 3.1 up to 8.5
4.1 up to 5.5
5.1 & 5.2 up to 2 (1 for each)
6.1 up to 4
7.2 up to 10
7.3 up to 8
8.1 up to 2.5
8.2 & 8.3 up to 4.5
Referencing Style Harvard (author-date)
Submission Online

Submit the blog URL via DGTL12007 Moodle web site: Assessment item 2: Establish a professional blog site

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations

2. develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies

3. critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



3 Practical and Written Assessment

Assessment Title 'Digital footprint' analysis, evaluation and recommendations
Task Description

Complete a detailed analysis of the ‘digital footprint’ of one of the entities listed below. Identify the digital communications strategy apparent by the entity’s online presence. Evaluate the effectiveness of the digital communications strategy employed. Make recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy as evidenced by its online presence. Submit your analysis, evaluation and recommendations as a multimedia video presentation (8–10 minutes).

  1. Select an entity from the list below (or you may choose an entity but it must be approved by the Unit Coordinator):
    - Indigenous Weather Knowledge Project (IWK) hosted by Bureau of Meteorology http://www.bom.gov.au/iwk/
    - Stingray Sisters http://www.stingraysisters.com/story/
    - Flow Hive https://www.honeyflow.com/
    - Orange Sky Laundry http://www.orangeskylaundry.com.au/
    - HoMie http://www.homiestreetstore.com.au/
    - Lock the Gate Alliance http://www.lockthegate.org.au/
  2. Using online search techniques, detect the entity’s digital footprint (online presence);
  3. Develop a set of questions based on your understanding of what makes an effective digital communications strategy;
  4. Identify the digital communications strategy currently being employed, listing all digital platforms, services and tools being used;
  5. Design a simple digital communications strategy evaluation template and use the template to assess the effectiveness of the digital communications strategy;
  6. Make recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy;
  7. Present your findings as a multimedia video presentation;
  8. Embed the video into your Professional Blog Site as an ‘in-feed native video’;
  9. Provide a link to the presentation site on your DGTL12007 Moodle, Assessment 3 submission portal.
Assessment Due Date Review/Exam Week Wednesday (11-Oct-2017) 09:00 AM AEST
Return Date to Students By certification date for Term 2.
Weighting 40%
Assessment Criteria

The assessment will be evaluated according to how successfully students have incorporated the advice from unit texts and resources in accordance with the pre-stated learning objectives.

A marking rubric will be provided via Moodle indicating levels of achievement for:

  • Detail of the analysis of an organisation's ‘digital footprint’;
  • Demonstrated ability to identify the digital communications strategy apparent by that entity’s online presence;
  • Sophistication of the student's evaluation of the effectiveness of the digital communications strategy employed by that entity;
  • Originality and practicality of student's recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy;
  • Achievement of, and overall communication qualities of the presentation requirement (audiovisual via professional blog).
Referencing Style Harvard (author-date)
Submission Online

Submit URL of 'in-feed native video' professional blog post via Moodle.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations

2. develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies

3. critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice




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