student handbook - gmit...on campus march 12th & 13th (1st stage msc) masters visit [masters...

Master of Science in Digital Media & Marketing

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STUDENT HANDBOOK (Please note this handbook is correct as at 02/01/20 but may be subject to changes).

A structured master’s programme, aligned to CUA Technological University protocol

Master of Science in Digital Media and Marketing (Level 9)

GA_MDIGI_V09

2019/2020


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“Innovation needs to be part of your culture. Consumers

are transforming faster than we are, and if we don’t catch

up, we’re in trouble.” – Ian Schafer

This structured master’s programme will provide graduates with the specialist

expertise to become scholarly, research-informed digital media and marketing

professionals capable of extending the boundaries of the discipline.


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Contents Welcome! ............................................................................................................................. 4

1. Introduction to this master’s programme .......................................................................... 5

1.1 Embedded exit award .................................................................................................. 6

2. Programme delivery and structure .................................................................................... 7

2.1 Stages and sequence ................................................................................................... 7

2.2 Applied stage work-based capstone Project .............................................................. 10

2.3 Companion volume – the thesis handbook ................................................................ 12

3. The Values of GMIT ......................................................................................................... 14

3.1 Profile of the Institute ............................................................................................... 14

4. Introduction to Campus................................................................................................... 16

4.1. Overview and Profile ............................................................................................... 16

4.2 Programme Management .......................................................................................... 16

5. Important Dates .............................................................................................................. 18

6. Assessment ..................................................................................................................... 19

7. Approved programme schedules ..................................................................................... 23

8. Programme learning outcomes ....................................................................................... 25

Table of figures Table 1 Structure of the MSc in DMM ................................................................................... 5

Table 2 Post graduate certificate exit award modules ........................................................... 6

Table 3 Stages and modules .................................................................................................. 9

Table 4 Formal research-focused credits within programme .............................................. 10

Table 5 Summary programme details .................................................................................. 13

Table 6 Staff Members ........................................................................................................ 17

Table 7 Important Dates ...................................................................................................... 18


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Welcome!

Welcome to the Mayo campus of GMIT.

To be updated (January 2020)

Professor Neville McClenaghan, Vice President, GMIT Mayo.

GMIT Mayo Campus


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1. Introduction to this master’s programme

This handbook was written to provide information on the Master of Science in Digital Media

and Marketing facilitated by lecturing staff at GMIT Mayo campus, Castlebar, Co Mayo,

Ireland. Its purpose is to guide the student through various aspects of the programme. It is

important to note that this handbook was accurate at the time of production but may not

reflect changes to the programme which may arise during the delivery process. Necessary

amendments will be notified to the student.

This innovative level 9 Master of Science award in Digital Media and Marketing will provide

graduates with the specialist expertise to become scholarly, research-informed digital media

and marketing professionals capable of extending the boundaries of the discipline. Unlike

other more theoretical master’s in digital marketing, active digital marketing applications are

analytically driven; industry focused and demonstrated in showcases in the ‘applied stage’ of

this programme. The live experiential approach within this discipline is distinctive in the Irish

marketplace, adding significant value to learning within this increasingly technology-

orientated profession. Learners will have the opportunity to pursue pioneering research

initiatives; develop a strategic applied digital marketing plan and progress an independent,

scholarly research portfolio advancing the boundaries of the digital media and marketing

discipline. It is envisaged that innovative digital outputs; industry relevant research proposals

and globally relevant inquiry findings will be publicly showcased in student research

conferences within the programme structure.

Table 1 Structure of the MSc in DMM

Master of Science in Digital Media and Marketing

Applied stage: 40 credits Research stage: 50 credits

Focus: Digital and analytical technologies applied to the

marketing profession; strategic marketing theory and

applications; formal academic research theory and

philosophy, critical analysis and literature review.

Modules:

Web analytics dashboard (5 credits)

Digital analytics for strategic decision-making (5 credits)

Digital content dashboard (10 credits)

Marketing strategy theory and applications (10 credits)

Research methods and critical analysis for digital media

marketing (10 credits)

Focus: Formal research design process which includes

ethical data gathering and analysis; thesis structuring and

thesis write-up.

Modules:

Dissertation for digital media marketing (50 credits)


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Table 1 illustrates the two-stage structure of this M. Sc. The initial 40 credit stage is driven by digital

technologies applied to the strategic marketing function. This initial applied stage also provides a

strong foundation in research theory and critical analysis. There is an exit award in-built into this stage.

The second stage concentrates on applied research, comprises 50 credits, and centres specifically on

scholarly research practice with a defined, specialist industry and/or societal focus. The output of this

second stage is the submission of a formal thesis and viva examination.

A Master of Science is awarded, following successful completion of both stages. Although it is highly

recommended that learners complete the applied stage before embarking on the research stage, it is

also possible for learners to engage simultaneously with both stages.

1.1 Embedded exit award

A unique feature of this Master’s degree is the ability to avail of an award at Level 9 upon competition

of 30 credits within the first stage of the programme. These modules which must be completed to

avail of this exit award, a Post-Graduate Certificate in Digital Media and Marketing (30 ECTS SPA),

include:

Web analytics dashboard (5 credits)

Digital analytics for strategic decision-making (5 credits)

Digital content dashboard (10 credits)

Marketing strategy theory and applications (10 credits).

Table 2 Post graduate certificate exit award modules

Table 2 above illustrates the sequencing and relative hour allocation per semester of the

modules for the exit award.


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2. Programme delivery and structure

2.1 Calendar, Stages and sequence The following are the proposed calendar dates for academic year 2020 /21:

Semester 1 starts January 13th (This is not an on-campus date). First day on campus is January 16th 2020. On campus Jan 16th & 17th (1st stage of MSc programme and PG cert) [Masters also in on Jan 31st – Orientation / overlap with Health Sc. Workshops On campus Feb 12th & 13th (1st stage MSc) On campus March 12th & 13th (1st stage MSc) Masters visit [Masters stage 2 only in on the March 13th] Easter holidays April 11th & 12th (This is not an on-campus date) On campus April 23rd – April 24th (MSc stage 1) On campus May 15th (presentations) (MSc stage 1) MSc stage 2 [Research advisory Panel together Thursday 14th May for Masters – Defence & Research] Semester 2 starts September 7th (This is not an on-campus date) On campus September 10th & 11th ** May change due to site visit ** MSc stage 2 [Research Panel Friday 11th Sept for Masters – How they are getting on] On campus October 8th & 9th On campus November 5th & 6th [Submit Thesis Monday 30th Nov 2020 stage 2 Masters] MSc stage 2 [Viva takes place 15th Jan 2021] MSc stage 2 [Final Thesis submission 31st Jan 2021] On campus – Student Conference Days December 3rd & 4th All groups stage 1 & stage 2 ** Mandatory Attendance ** In black = Stage 1 MSc /PG cert and in red Master’s stage 2 programme

Stage 1 of the master’s programme, known as the applied stage of the master’s programme, is made

up of 40 credits. Three ten credit modules and two five credit modules make up the applied stage of

the programme, which is the recommended starting point of the programme, and an important

building block for engagement with the thesis1. However, it is envisaged that learners could engage

with the 50-credit thesis module simultaneously or in advance of engagement with the applied stage.

The five credit modules in the first stage (Web Analytics Dashboard and Digital Analytics for Strategic

Decision Making) are practical, professional practice orientated modules focusing on digital marketing

1 The terms thesis and dissertation are used interchangeably throughout this document.


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research and implementation skills. Web analytics is logically sequenced before Digital Analytics for

Strategic Decision Making as learning in the former, leads into that of the latter.

Digital Content Dashboard; Marketing Strategy Theory and Application and Research Methods and

Critical Analysis are the three ten credit modules in the applied stage. The development team

recommend simultaneous engagement with these modules. The recommended sequence is as

follows: in semester one, students begin the applied stage of the programme by taking the first five

credit module and beginning the three ten credit modules. The Research Theory and Critical Analysis

for Digital Marketing module is delivered across the first two semesters, in a blended format with

formal workshops and presentations by guest lecturers, ideally in collaboration with colleagues across

the CUA. Table 3 below shows the programme delivery structure.

In the second stage which comprises 50 credits, the dissertation module is completed, ideally in one

academic year part-time, but can be stretched over a longer period, but the maximum duration of

programme completion is capped at 5 academic years of student registration (notwithstanding

extenuating circumstances, at the discretion of the programme board in accordance with marks and

standards regulatory procedures).


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M.Sc. Digital Media and Marketing programme stages, modules and credits

Programme development themes: Scholarly applied research; Strategic digital technology applications at the forefront of the field of marketing; Digital media and marketing strategic focus; Reflexivity, Socially

Conscious and Ethical professional practice.

STAGE ONE APPLIED: 40 credits sequenced delivery

Web Analytics Dashboard (5) Digital Analytics for Strategic Decision-making (5)

Digital Content Dashboard (10)

Marketing Strategy Theory and Practice (10)

Research Methods and Critical Analysis (10)

STAGE TWO RESEARCH IN PRACTICE: 50 credits

(Caveat inbuilt: ethics application must be conducted before conduct of research)

Dissertation for digital media marketing (50)

Table 3 Stages and modules

Module assessment in both stages is 100% ongoing continuous assessment and this decision was

taken to complement the blended learning design of the programme and allow for submissions and

self-directed work off campus. All modules are mandatory.

Though there are a variety of research interpretation; data listening and evidence gathering skills also

developed in the digital technology modules, formal research-focused methodologies and practice

make up a full 60 credits of this 90 credit MSc programme as evidenced in Table 4 below.


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Table 4 Formal research-focused credits within programme

Stage one: Applied stage

10 credits

Stage 2: Research in practice

50 credits

RMCA Research methods and critical

analysis

DM Dissertation for digital media and marketing

Content: This is a module whereby the

student engages with ethical,

ontological and epistemological

considerations; ultimately designing a

suitable research methodology and

culminating in the presentation and

defence of a formal research proposal

and preliminary literature review.

This module provides support to

develop theoretical foundations for

research design and enables the

learner to practice and gain familiarity

with critical writing. Outcomes of this

module include a formal research

proposal and a preliminary literature

review.

Content: a 17,500-word written dissertation and / or write up of an applied

industrial research initiative. Must also include viva.

There are seven distinct phases in the dissertation, which must be moved

through sequentially, at the pace of the student, ideally within one academic

year.

Dissertation phase 1 Literature review: Write up and submission of a formal

literature review of contemporary developments in the chosen field of

research, culminating in a series of preliminary research questions to be

answered in the study.

Dissertation phase 2 Research design and philosophy: Write up of an essay in

relation to the ethical positioning of the researcher / organisation and the

choice of research design methodologies which would best align with the

research questions or problems. Societal and ethical impacts of research must

be considered.

Dissertation phase 3 Ethical statement: Application for formal ethical approval

to conduct research and write up of ethical statement in relation to the intent

and method of gathering data for research.

Dissertation phase 4 Conduct and write up of a pilot study: Testing of the

chosen research design and methods.

Dissertation phase 5 Formal defence: Formal presentation to academics

and/or peers to defend the suitability of the methodology to be employed in

the research, as tested in the pilot study. The aim of this, is to benefit from

feedback; the expertise of academics and peers and from formal interpretation

of pilot study findings.

Dissertation phase 6: Thesis write-up. Recommended format Chapter 1

Literature; Chapter 2: Philosophy, positioning and ethical and societal impact;

Chapter 3: Methodology/ research design alignment; Chapter 4 Findings &

discussion; Chapter 5 Conclusions and recommendations. (outlined further in

student handbook).

Dissertation phase 7: Formal viva. (must pass element) Formal discussion and

defence of work and research integrity with an internal and external examiner.

2.2 Applied stage work-based capstone Project


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Each student will produce and present a Strategic Marketing Plan which is relevant to a professional

or organisational context, at the end of the applied stage of the programme. This will be presented in

a student conference format on the last on-campus day at the end of the applied stage. It will be peer-

reviewed and assessed by the academic team.

The cross-disciplinary project will be submitted and assessed as appropriate for each module. On the

final student conference day, at the end of the first stage, it will be mandatory to be on-campus to

present the final project, if an individual cannot attend, an appropriate time will be rescheduled with

the academic team. Presenting in person facilitates peer learning and authenticates the integrity of

the work as carried out by each individual learner. It allows for the academic team to give formative

feedback at the time and permits general discussion. This conference at the end of the applied stage

prepares the student for the research stage of the programme, where a formal dissertation will

ultimately be presented and defended at a VIVA examination.

The applied design of this programme fits with the CUA partners’ agreed protocol for Technological

University (TU) master’s programme design. TU approved policy endorses a strengthened role in

applied research and innovation and this new M.Sc. programme, presents an opportunity to

contribute effectively to the Technological University goal.

This structured master's award is unclassified, as 60 credits out of the total 90 credits are awarded on

the basis of pass/fail. This award is thus recognised as equivalent to an honours classification for

progression and employment purposes. This award classification is in line with GMIT Marks and

Standards code of practice no. 3 (2019).

Classification of TU Qualified Master’s Degree (Level 9) Award:

'Awards may be classified (in line with the Award Classification of Taught Master’s Degree Award or

unclassified (in line with Classification of Research and Thesis Degree Award)'.

(Code of practice no 3, 2019, page 35).


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2.3 Companion volume – the thesis handbook

Please note that a thesis (dissertation) handbook has also been developed to accompany this student

handbook and the thesis handbook covers the support systems and processes in place to assist the

learner to complete the dissertation stage of this programme. The dissertation handbook covers the

following topics:

• Programme values and context

• The roles and responsibilities of the programme chair

• The roles and responsibilities of the supervisor

• The roles and responsibilities of the supervisory team

• Supervisory procedures

• Assessment rubrics for all components of the thesis

• Dissertation syllabus

• Supervisory reports which must be completed

• Ethical approval template, procedure and practice

• Dates of the ethical committee meetings and deadlines for submission

• Viva process and quality control

• Detailed thesis presentation, layout, binding and submission requirements

• Details of award

• Student appeal process


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Type of Award:

Major Award

Programme Title:

Master of Science in Digital Media and Marketing

Level on National Framework of Qualifications:

9

Number of ECTS:

90 ECTS

Proposed Duration of Programme:

2 years (4 semesters)

Embedded Exit Award(s):

SPA Certificate in Digital media and marketing level 9

Proposed Commencement Date:

January 2020

Proposed Delivery Mode(s):

Full-time, Part-time Blended

Proposed Student Intake Number(s):

Full-time: 24 students per annum Part-time Blended: 24 students per annum

Type of Award:

Minor (SP) Award

Programme Title:

SPA in Digital media and marketing

Level on National Framework of Qualifications:

9

Number of ECTS:

30 ECTS

Proposed Duration of Programme:

1 year (2 semesters)

Embedded Exit Award(s):

SPA Certificate in Digital media and marketing level 9

Proposed Commencement Date:

Already running under Springboard

Proposed Delivery Mode(s):

Full-time, Part-time Blended

Proposed Student Intake Number(s):

Full-time: 24 students per annum Part-time Blended: 24 students per annum

Table 5 Summary programme details


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3. The Values of GMIT The core values underpin the ethos of GMIT, and they guide our thinking and actions. These are the

values against which we judge ourselves. We are:

• Nurturing;

• Innovative;

• Impactful;

• Respectful;

• Egalitarian;

• and we act with Integrity.

3.1 Profile of the Institute

A portrait of GMIT today reveals a vibrant, agile, student-centred organisation which:

• Is a multi-campus Institute, with each of its five campuses having distinctive strengths and

programme offerings;

• Has an enrolment of approximately 6,300 undergraduate and over 500 postgraduate

students, admitting nearly 1,700 students in 2017/18;

• Has approximately 55% of its students studying STEM programmes;

• Has over 1,000 students studying on a flexible basis;

• Has 342 core academic staff (56% of total staff) and 268 core support staff (44% of total staff)

with 46 contract staff (HEA 2014/15 profile);

• Draws 73% of its students from the Institute’s county and bordering counties.

• Offers a diverse range of applied programmes with a vocational and professional orientation,

congruent with its mission statement, from apprentice to Level 10 on the NFQ;

• Offers a range of access routes, covering standard and non-standard entry, and progression

on all programmes leading to Level 8 awards on the NFQ, with exit awards embedded where

appropriate;

• Has HETAC delegated authority (DA) to maintain the research degree register at Level 9 in a

broad range of disciplines, and up to Level 10 for aquatic science and mechanical engineering;

• Has consolidated its research activity in line with the desire for regional focus, the national

policy on research prioritisation, and the delegated authority disciplines, and has developed

research activities across a spectrum of individuals, groups and centres;


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• Has established two Innovation in Business Centres (iHubs) providing a range of incubation

resources and facilities for high potential start-up enterprises, along with enterprise formation

training and mentoring;

• Embeds an international dimension in its programmes, and has numerous links with

institutions abroad;

• Has established the Centre for Educational Development (CED) to promote pedagogic and

learning technology development, and operates a funding programme for higher education

degrees, short courses and conference attendance, to assist staff to upgrade their

qualifications, particularly in higher education and pedagogy;

• Has, at the core of its business, teaching that is research-informed, practice-led, and

community-engaged, with work placement forming an integral part of many programmes;

• Prepares first-year students for their academic life and programme engagement by offering a

First-Year Experience (FYE), consisting of inter alia: A Learning & Innovation Skills module and

a Peer Assisted Study Skills (PASS) programme;

• Provides support for students through its Student Services department including learning

support to enhance the student learning experience;

• Emphasises reflective teaching strategies to encourage learners to explore further and

reinforce their initial learning;

• Responds with alacrity to the needs of industry and aids regional development;

• Is actively involved with external bodies, complementing its initiatives in lifelong, life-wide and

community-based learning;

• Fosters a culture of research and scholarship;

• Encourages academic staff to engage with professional bodies, facilitating accreditation of the

Institute’s programmes by external and professional bodies;

• Has long experience of collaboration with regional stakeholders, institutions and

organisations;

• Produces versatile, flexible, adaptable, and enthusiastic graduates, who have a sound

knowledge of their chosen field and are technologically advanced;

• Benefits from integrated and effective governance, with strong academic leadership, and

engages in practices reflective of modern management.


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4. Introduction to Campus

4.1. Overview and Profile The Mayo Campus currently has approximately 700 full-time and a similar number of part-time

students and offers programmes encompassing business, history and geography, outdoor education,

humanities, nursing, early childhood education and care, social care, construction, technology and

creative media. This campus benefits from a strong and highly responsive focus on lifelong learning,

providing tailored programmes to upskill in line with regional industry demands and in response to

graduate continuous learning requirements. Its current programmes have been developed with

significant input from local and national industry/service providers with an aim to equip graduates

with the skills necessary to meet both the challenges and opportunities relevant to the modern

workplace and foreseeable future trends.

The campus is located in Castlebar. This is the capital town of County Mayo and is a leading sporting,

tourism, shopping, cultural and entertainment centre in the western region. Castlebar boasts

affordable quality student accommodation close to the campus, a vibrant cultural and social scene

and has excellent transport links. This makes it a particularly attractive campus for international

students seeking to further their education and develop their professional potential in Ireland.

4.2 Programme Management Individual programmes are managed within the framework specified by GMIT’s Code of

Academic Practice No. 2 and the management structure within the Mayo Campus.

Programme Board

The Programme Board (PB) consists of all lecturers involved with the delivery of modules in

the programme, two student representatives from each year of the programme (with gender

balance where possible) and the Head of School and Head of Department.

It monitors the academic development of programmes/awards including design, delivery,

academic standards and students’ performance. It nominates suitable people to act as

external examiners, reviews external examiners’ reports, reviews attrition rates, assesses

student feedback on the programme and prepares an annual report in accordance with the

recommended Institute format.


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Decisions of the Programme Board are advisory in nature and are referred to the Head of

Department and Head of School for further action. The programme board will meet each

semester and/or as required.

Student Representatives Each class group will elect two class representatives (gender/age balanced). The student rep.

will be provided with training in their responsibilities. This training is scheduled and run by

the Students Union.

Staff The following staff members are members of the MSc DMM PB.

Module ECTS Staff

Marketing Strategy Theory and Applications 10 Dr Janine McGinn; Noreen Henry

Digital Content Dashboard 10 Sharon Boyle

Digital Analytics for Strategic Decision Making 5 Laura Hegarty

Web Analytics Dashboard 5 Laura Hegarty

Research methods and critical analysis 10 Dr Janine McGinn; Dr Yvonne McDermott; Dr Carmel Heaney Noreen Henry Sharon Boyle Guest lecturers / workshops

Dissertation for digital media and marketing 50 Lecturing team

Table 6 Staff Members


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5. Important Dates Mark the following dates in your diary:

Details Date

Semester 1 starts Jan 7th 2020 (not on campus)

On campus Jan 16th & 17th

Jan 31st Only for stage 2 MSc

On campus Feb 12th & 13th

On campus March 12th & 13th (1st stage MSc)

On campus Masters stage 2 only in on the March 13th

Easter holidays April 11th & 12th

On campus April 23rd – April 24th

On campus (Research panel MSc stage 2) Thursday 14th May (Stage 2)

On campus May 15th (presentations)

Start of semester 2 September 7th

On campus /or on site visit t.b.c. September 10th & 11th

On campus (MSc stage 2 research panel) Friday 11th Sept

On campus October 8th & 9th

On campus November 5th & 6th

On campus December 3rd & 4th

On campus MSc stage 2 [Viva takes place 15th Jan 2021]

Thesis submission dates for those on stage 2 of programme

Submit Thesis Monday 30th Nov 2020 stage 2 Masters]

MSc stage 2 [Final Thesis submission 31st Jan 2021]

Table 7 Important Dates


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6. Assessment The awards will be assessed in accordance with GMIT Marks and Standards (Academic Code

of Practice No 3 and No 5) as approved by Academic Council.

Assessment in each module will be on the basis of 100% continuous assessment. The

recommended marks allocation is indicated in the programme schedules. Continuous

assessment may include projects, reflections, lab-based practical’s, group assignments, team

work, presentations, problem assignments, book and academic article reviews, academic

essays (incorporating a literature review), individual and group case study assignments,

posters, peer and self-assessment and mid-session examinations.

Assessment will be both formative and summative in nature. Information concerning the

particular nature of continuous assessment in each module will be discussed and agreed with

learners and external examiners at the start of the academic year. In order to ensure an even

assessment load for learners a schedule will be established by the Programme Board at the

commencement of the year and will be discussed and agreed with learners.

The external examiner will review all assessed coursework.

Policies and guideline on external examination are covered by a separate policy document –

GMIT Code of Academic Policy No. 7 – External Examining in GMIT Policy and Procedures.


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Note the following plan is subject to change.

Programme Assessment Matrix

Stage 5 Year Long

Code

Module Title

M/E

Type

Description Module

Outcomes

Assessed

% of

Tota

l

Indicative Week

TECH09007 Digital Content And

Marketing Technology

M PJ User Experience Design - elements of a website plan 1 40

Week 6

TECH09005 Research Methods And

Critical Analysis

M CA Preliminary critical review of literature (review of 6 relevant articles). 3,4,5,6 40

Week 9

MGMT09006

Marketing Strategy Theory

And Application

M PC A/B Split Test 2,3,5,6 20

Week 10



M PJ Build and host an online presence 2,3,4 40

Week 13

MGMT09006


And Application

M CA Marketing environmental analysis and reflective practice 1,3,4,7 20

Week 15



M PJ Capstone Project: Design and implement a landing page (Strategic Marketing Plan) 5 20

Week 26

MGMT09006


And Application

M PJ Capstone Project: Deliver an integrated Strategic Marketing Plan 1,2,3,4,5,6,7

60

OnGoing

TECH09005 Research Methods And

Critical Analysis

M CA Research proposal and presentation: including theoretical; methodological and

professional influences on research

1,2,4,5,6 60

OnGoing


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Stage 5 Semester 1

Code

Module Title

M/E

Type

Description Module

Outcomes

Assessed

%

of

Tot

al

Indicative Week

TECH09008 Search

Engine

Analytics

M CA Measurement Plan 2,5 25

Week 4

TECH09008 Search

Engine

Analytics

M PC Install, create and analyse a web analytic tool through user testing (working in conjuction with content

management system for Digital Content and Marketing Technology Module)

1,5 50

Week 8

TECH09008 Search

Engine

Analytics

M PC Apply SEO techniques to website 3,4,5

25

Week 12

Programme Assessment Matrix stage 5 semester 2

Code

Module Title

M/E

Type

Description Module

Outcomes

Assessed

%

of

Tot

al

Indicative Week

TECH09009

Visualisation For Strategic Decision Making

M CA Graphic Visual to communicate information 1,2,4

40

Week 19

TECH0900

9

Visualisation For Strategic Decision

Making

M CA Data Visualisations 3,4 4

0

Week 23

TECH09009

Visualisation For Strategic Decision Making

M PJ Capstone Project: Use of Visualisations within the Strategic Marketing Plan

3,4 20

Week 26


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Stage 6 Year Long

Code

Module Title

M/E

Typ

e

Description

Module

Outcomes

Assessed

%

of

Tot

al

Indicative

Week

TECH09006

Dissertation M CA Literature review 1,2,4,5 10

Week 14

TECH09006

Dissertation M CA Research design and methodology 1,2,3,5 5 Week 18

TECH09006

Dissertation M CA Dissertation (17,500 words) 1,2,3,4,6,7 50

End of Term

TECH0900

6

Dissertation M CA Formal interview examination 1,2,3,4,5,6

,7

2

0

End of Term

TECH09006

Dissertation M PC Defence of methodology; pilot findings and research objectives to peers 2,4,5,7 10

End of Semester

TECH09006

Dissertation M CA Ethics reflection and application 2,5 5 OnGoing


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7. Approved programme schedules


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8. Programme learning outcomes

COMPLETE LIST OF PROGRAMME LEARNING OUTCOMES

Knowledge Breadth

On completion of this programme the learner will/should be able to;

1. Demonstrate systematic knowledge and understanding of the professional practices of digital media and

marketing, informed by applied advanced research practices and the latest theoretical and technological

developments in the field.

2. Strategically investigate, plan and implement comprehensive digital marketing needs' analyses in line with

organisational objectives and cognisant of potential competitive forces.

3. Select and apply advanced scholarly and specialist research tools and techniques of enquiry developing a

solid foundation for pursuing further research in a number of cutting-edge digital media and marketing

related topics.

4. Critically evaluate, investigate, synthesise and communicate, the academic research and professional

literature base.

Knowledge Kind


1. Conduct systematic reviews of web communication strategy effectiveness and optimisation, incorporating

critical analysis techniques and practice.

2. Critically evaluate contemporary technological and theoretical advances in the field of digital media and

marketing.

3. Formally present an independent critically written research dissertation to the appropriate scholarly standard.

Know How & Skill Range


1. Demonstrate scholarship in research, employing a complex and specialised range of research and investigative skills, relevant to their professional research focus, leading to the design; interpretation; evaluation and presentation of data collected via quantitative and/or qualitative methodologies.

2. Critically conduct, evaluate, design, implement and optimise market and web analytics' investigations, employing tools such as search engine optimisation (SEO), user experience design (UX), content management systems (CMS) and web analytics within digital media and marketing professional practice.

Know-How & Skill Selectivity


1. Conduct comprehensive research and critical analysis of the marketing needs of an organisation considering strategic business objectives and competitive market forces.

2. Develop and implement an organisational marketing strategy, employing specialist analytical tools and digital methodologies for on-line optimisation.


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3. Demonstrate advanced problem-solving capacities; strategic planning and management competencies in the field of digital media and marketing.

Competence Context


1. Critically evaluate global strategic technology and marketing developments, crossing a variety of disciplinary fields, identifying potential for integration into professional practice.

2. Formally develop, present and defend an in-depth professional critical review to advanced scholarly standards, to a variety of publics.

Competence Role


1. Lead implementation of media and marketing initiatives within the strategic organisational context. 2. Design, conduct and thematically analyse a robust research study, having regard to reliability and validity;

ethical and socially responsible considerations within a professional context. 3. Collaborate effectively under guidance in a peer relationship with a dissertation supervisor and/or

professional practice mentor.

Competence Learning to Learn


1. Participate in collaborative, scholarly, peer to peer study circle discussions; coaching and evaluation exercises. 2. Reflect on the strengths, weaknesses and potential for future development of his/her own professional

expertise, and critically evaluate the mechanisms and resources available to support that learning.

Competence Insight


1. Develop guidelines regarding professional, socially responsible and ethical practices in digital media and marketing.

2. Critically discuss and independently assess, the technical; ethical and potential societal implications of his/her own work and the work of others, in online and offline communities, while at once, maintaining professional prudence and integrity.

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