This is a transformational period in the short history of the creative commercial communication industry. Whilst many communication principles remain the same, technology and platforms are changing the way we communicate with people. Two-way conversations, precision targeting and fresh technologies are allowing for deeper and richer storytelling. Consumers now have greater control over how, where and what content they choose to consume, which is raising the bar for advertisers demanding more innovation and creativity than before.
Meanwhile, digitisation has created a world where people are permanently connected. The internet of things is upon us, blurring media channel lines and creating complex content distribution systems.
In an era of constantly evolving technologies and platforms, companies large and small need a strategic game plan for their digital marketing activities to deliver the right results.
To win, marketers will need to build closer relationships and collaborate more with the creative, data and technology people to identify how new or existing technologies can be used to deliver the strongest experience with their brand across multiple platforms.
This module aims to equip students with the knowledge, skills and commercial mindset to fully understand and critically evaluate the relationship:
- Between marketing strategy and technological possibility
- Between an innovative idea and an enabling solution/platform
- Between effectiveness and economic value
A key priority will be to put into context the possibilities that digital communication platforms can support and supplement more traditional platforms (OOH, Print Media). The innovative cross platform communications utilized by Irish businesses will bolster a backdrop to the variance now possible through digital & traditional platforms.
- Overview and Introduction – technology, platforms and transformational change
- Publishing Platforms – content creation and distribution (guest speakers)
- Data Platforms – measurement, audience insight and targeting (guest speakers)
- Automation and Programmatic – past, present and future (guest speakers)
- Creativity, innovation and storytelling (guest speakers)
- Decision frameworks and essay discussion
A perspective will be given in each area from the point of view of:
- Brand owners
- Publishers
- Advertising agencies (Media & Creative)
- Media Owners
The role and characteristics of each platform/discipline will be covered in this module by guest lectures and offer students a clear understanding of how best they can be applied for commercial communications purposes.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |