Sub-Section D _1
Title of the Module/Unit: DMM 712 – Digital Marketing Essentials
Learning Outcomes:
1. Competences
- Collaborate with team members to develop and implement comprehensive digital marketing strategies.
- Comply with industry regulations, best practices, and ethical guidelines in all digital marketing activities.
- Deal with challenges and issues related to digital marketing campaigns, such as ad blocking and algorithm changes.
- Ensure the accuracy and integrity of digital marketing data and reports.
- Be responsible for the planning, execution, and evaluation of digital marketing campaigns.
- Carry out tasks related to the creation and management of digital content, including blog posts, social media updates, and email newsletters.
- Guide junior marketers and interns in the application of digital marketing tools and techniques.
- Supervise the performance of digital marketing campaigns to ensure they meet established goals and KPIs.
- Monitor trends in digital marketing and emerging technologies to stay ahead of industry developments.
- Authorize budget allocations and expenditures for digital marketing initiatives.
- Manage digital marketing tools and platforms, ensuring they are used effectively and efficiently.
- Create engaging and targeted content for various digital marketing channels.
- Produce detailed reports on the performance of digital marketing campaigns and strategies.
- Represent the organization in digital marketing discussions and strategy sessions.
These competences ensure that students are well-prepared to handle the various responsibilities and challenges associated with digital marketing, enabling them to effectively contribute to their organizations’ marketing goals and objectives.
2. Knowledge
- Count the number of key performance indicators (KPIs) used to measure the success of digital marketing campaigns.
- Define essential terms in digital marketing, such as SEO, PPC, CTR, and ROI.
- Describe the role of digital marketing in the overall marketing strategy and its impact on business growth.
- Draw diagrams illustrating the digital marketing funnel and customer journey.
- Identify the main components of a digital marketing strategy, including content marketing, social media, email marketing, and web analytics.
- Label the parts of a PPC ad and explain their functions.
- Match digital marketing tools with their respective functions and purposes.
- Quote key statistics and trends in digital marketing from reputable industry reports.
- Sequence the process of developing and launching a digital marketing campaign from planning to evaluation.
- Write a basic digital marketing plan, including objectives, tactics, and metrics for success.
These outcomes ensure that students have a solid foundational understanding of digital marketing principles and are prepared to apply this knowledge in practical contexts.
3. Skills
- Apply SEO techniques to improve website visibility and search engine rankings.
- Demonstrate setting up and managing PPC campaigns on platforms such as Google Ads and Bing Ads.
- Demonstrate the ability to create engaging social media content that drives user engagement.
- Show how to use web analytics tools like Google Analytics to track and analyze website performance.
- Plan comprehensive digital marketing campaigns that incorporate multiple channels and tactics.
- Design effective email marketing campaigns that nurture leads and convert prospects into customers.
- Operate digital marketing tools and platforms efficiently to manage campaigns and track performance.
- Assemble detailed reports on digital marketing activities and their outcomes.
- Use content management systems (CMS) to publish and manage digital content.
- Construct landing pages that are optimized for conversion.
- Prepare and execute A/B tests to optimize digital marketing efforts.
- Create compelling blog posts, articles, and other forms of content that align with marketing goals.
- Compose email newsletters and promotional messages that drive engagement and conversions.
- Arrange the implementation schedule for digital marketing campaigns, ensuring timely execution and monitoring.
These outcomes ensure that students are equipped with the practical skills and hands-on experience necessary to effectively execute and manage digital marketing activities in various professional settings.
Sub-Section D _2
Title of the Module/Unit: DMM 721: Foundation of Digital Media
Learning Outcomes:
1. Competences
At the end of the course the learner will have acquired the responsibility and autonomy to:
- Demonstrate teamwork and communication skills to achieve shared objectives.
- Understand and comply with ethical standards, legal regulations, and industry best practices in digital media production.
- Develop strategies to deal with challenges and opportunities encountered in digital media production and distribution.
- Utilize critical thinking skills to overcome obstacles and optimize project outcomes.
- Ensure the quality and integrity of digital media content across various platforms and formats.
- Be responsible for assigned tasks and projects throughout the digital media course workflow.
- Successfully carry out tasks related to digital media production, management, and promotion.
- Create engaging and innovative digital media content using a variety of tools and techniques.
- Apply creativity and imagination to captivate audiences and convey messages effectively.
- Produce high-quality digital media content across different mediums, including text, images, audio, and video.
- Demonstrate proficiency in the technical aspects of digital media production, such as editing and post-production.
2. Knowledge
At the end of the course the learner will have been exposed to the following:
- Define and articulate foundational concepts related to digital media, including multimedia, interactivity, and convergence.
- Describe the technologies and platforms utilized in digital media production, distribution, and consumption, such as social media, content management systems, and streaming services.
- Identify various digital media formats and their characteristics, including text, images, audio, video, and interactive content.
- Match digital media platforms to target audiences and communication objectives, considering factors such as demographics, user behaviors, and engagement preferences.
- Sequence the stages of digital media production processes, from ideation to execution, highlighting key activities and milestones.
- Draw connections between theoretical frameworks and practical applications in digital media.
- Name and discuss ethical considerations and dilemmas inherent in digital media production, including issues related to privacy, surveillance, and representation.
3. Skills
This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.
At the end of the module/unit the learner will have acquired the following skills:
- Apply practical skills and techniques in digital media production, including editing, formatting, and optimizing content for various platforms and audiences.
- Practice multimedia authoring skills by integrating text, images, audio, and video elements to create cohesive and engaging digital media projects.
- Demonstrate User Experience Design:
- Show proficiency in content creation across different digital media formats, demonstrating creativity, technical skill, and attention to detail.
- Plan and strategize digital media campaigns and initiatives, including setting objectives, defining target audiences, and selecting appropriate channels and tactics.
- Design multimedia assets such as graphics, animations, and interactive elements using industry-standard software tools and techniques.
- Operate digital media equipment and tools effectively, including cameras, microphones, editing software, and content management systems.
- Construct compelling digital narratives by structuring content and storytelling elements effectively to engage and resonate with audiences.
- Compose and arrange digital media content in a visually appealing and coherent manner, considering layout, typography, color scheme, and other design principles.
- Arrange digital media content to ensure accessibility for all users, including those with disabilities, by following best practices for multimedia accessibility.
Sub-Section D _3
Title of the Module/Unit: DMM 711: Digital Consumer Behavior
Learning Outcomes:
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Collaborate with peers on group projects to analyze real-world consumer behavior data and develop strategic marketing plans.
- Comply with ethical standards and regulations when conducting consumer research and collecting data.
- Deal with complex consumer behavior theories and apply them to practical marketing scenarios.
- Ensure accurate and timely completion of consumer behavior research projects and assignments.
- Be responsible for critically evaluating consumer trends and their implications for marketing strategies.
- Carry out tasks related to analyzing market segmentation, consumer motivation, and decision-making processes.
- Guide discussions on key consumer behavior concepts and their practical applications in the marketplace.
- Supervise research projects on consumer behavior to ensure quality data collection and analysis.
- Monitor consumer trends and provide recommendations for adapting marketing strategies accordingly.
- Authorize consumer behavior research methodologies and data collection techniques.
- Manage consumer behavior simulations and case studies to enhance practical understanding.
- Create compelling marketing campaigns based on consumer behavior insights.
- Produce reports and presentations that accurately represent consumer behavior research findings.
- Represent the organization in understanding and responding to changing consumer preferences.
- Advise on consumer behavior strategies to optimize marketing campaigns and improve customer relationships.
- Negotiate partnerships and collaborations based on consumer behavior insights.
- Sell products and services by leveraging knowledge of consumer behavior to enhance marketing efforts.
2. Knowledge
Upon course completion students will be able to:
- Count the various factors that influence consumer decision-making processes.
- Define key concepts and terms in consumer behavior, such as perception, motivation, and attitude.
- Describe the stages of the consumer buying process.
- Draw a flowchart illustrating the decision-making process in consumer behavior.
- Find examples of consumer behavior theories applied in real-world marketing strategies.
- Identify different types of consumer needs and wants.
- .List the psychological, social, and personal factors affecting consumer behavior.
- Match consumer behavior theories with their corresponding theorists.
- Name the various research methods used to study consumer behavior.
- Quote prominent scholars or experts in consumer behavior.
- Sequence the steps consumers go through from need recognition to post-purchase behavior.
These outcomes ensure that students not only gain factual knowledge but also understand the theoretical and practical aspects of consumer behavior.
3. Skills
Upon course completion students will be able to:
- Apply consumer behavior models to develop targeted marketing strategies.
- Practice interpreting consumer data to make informed business decisions.
- Demonstrate the ability to conduct consumer behavior experiments and analyze the results.
- Show proficiency in segmenting markets based on consumer behavior insights.
- Plan effective advertising campaigns that resonate with specific consumer segments.
- Design customer feedback mechanisms to continuously gather consumer insights.
- Operate marketing tools and platforms that track and analyze consumer behavior.
- Assemble comprehensive reports that synthesize consumer behavior research findings.
- Use behavioral data to personalize customer experiences and communications.
- Construct detailed consumer personas to guide product development and marketing efforts.
- Prepare marketing materials that reflect an understanding of consumer motivations and preferences.
- Create engaging content that appeals to target audiences based on their behavior patterns.
- Compose strategic plans that incorporate consumer behavior trends and predictions.
- Arrange workshops or training sessions to teach others about applying consumer behavior insights in business contexts.
These skills focus on the practical application of consumer behavior knowledge, ensuring that students can effectively translate theory into practice in various marketing and business scenarios.
Sub-Section D _4
Title of the Module/Unit: DMM 715: Integrated Marketing Communications
Learning Outcomes:
1. Competences
- Collaborate with cross-functional teams to develop and implement integrated marketing communication strategies.
- Comply with industry regulations and ethical standards in all marketing communication activities.
- Deal with challenges and conflicts that arise during the execution of communication campaigns.
- Ensure consistency and alignment of all marketing messages across different channels and platforms.
- Be responsible for overseeing the coordination and integration of various marketing communication tools.
- Carry out tasks related to the planning, execution, and evaluation of IMC campaigns.
- Guide team members in creating effective and cohesive marketing messages.
- Supervise the production and dissemination of marketing materials to ensure quality and consistency.
- Monitor the performance and impact of integrated marketing communication efforts using appropriate metrics and analytics.
- Authorize marketing communication activities and materials that align with the overall strategy.
- Manage budgets and resources allocated for integrated marketing communications.
- Create compelling content that aligns with the brand’s messaging strategy and resonates with target audiences.
- Produce integrated marketing communication plans that drive brand awareness and engagement.
- Represent the organization in various marketing communication initiatives and events.
- Advise clients or internal stakeholders on best practices and strategies for effective integrated marketing communications.
- Negotiate with media partners, vendors, and other stakeholders to secure favorable terms and placements.
- Sell the benefits of a cohesive and integrated marketing communication approach to internal and external stakeholders.
These competences are designed to ensure that students not only understand the theoretical aspects of integrated marketing communications but also possess the practical skills needed to manage and execute effective communication strategies in a professional setting.
2. Knowledge
- Count the various communication tools that can be integrated within an IMC strategy.
- Define the core concepts and terms related to integrated marketing communications.
- Describe the role and importance of IMC in building and sustaining brand equity.
- Draw diagrams that illustrate the components and process of an IMC campaign.
- Identify the key elements that make up a successful integrated marketing communication plan.
- Label the stages of the IMC planning process.
- List the different media channels used in integrated marketing communications.
- Match communication objectives with appropriate IMC tools and techniques.
- Name the major theories and models that underpin integrated marketing communications.
- Quote key thought leaders and influential figures in the field of IMC.
- Sequence the steps involved in developing and executing an IMC campaign.
- Define a detailed explanation of how IMC contributes to a cohesive brand strategy.
These outcomes ensure that students gain a thorough understanding of the foundational knowledge necessary for mastering integrated marketing communications.
3. Skills
- Apply IMC concepts to develop strategies that align with organizational goals and target audiences.
- Practice integrating various marketing communication tools to create a unified message.
- Demonstrate the effectiveness of combining different media channels to enhance campaign reach.
- Show how to measure the impact of integrated marketing communication efforts using key performance indicators.
- Plan comprehensive IMC campaigns that include objectives, tactics, timelines, and budgets.
- Design creative and consistent messaging across multiple communication platforms.
- Operate digital marketing tools and software for managing and tracking IMC activities.
- Assemble an integrated marketing communication team and coordinate their efforts.
- Use consumer data and market research to inform IMC strategies and tactics.
- Construct detailed marketing communication plans that outline strategic initiatives.
- Prepare presentations and reports that showcase IMC campaign results and insights.
- Create engaging content that is consistent with the brand’s voice and messaging strategy.
- Compose integrated marketing materials such as advertisements, social media posts, and PR releases.
- Arrange the distribution of marketing content across various channels to ensure maximum exposure.
These outcomes emphasize the practical application of knowledge in real-world scenarios, equipping students with the skills to effectively execute and manage integrated marketing communications.
Sub-Section D _5
Title of the Module/Unit: DMM 723: Video Production and Editing
Learning Outcomes:
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Create: Develop innovative and engaging video content tailored for digital platforms, employing advanced camera techniques, cinematography principles, and storytelling strategies.
- Produce and execute the entire video production process from conceptualization to distribution, ensuring high-quality output that meets industry standards and client requirements.
- Manage roles within video production teams, managing resources, timelines, and budgets to ensure projects are completed successfully and within scope.
- Ensure the technical quality and integrity of video projects through meticulous attention to detail in editing, color grading, sound design, and visual effects.
- Represent the digital media industry, advocating for best practices in video production and editing while staying informed about emerging trends and technologies.
- Monitor the performance and effectiveness of video content across digital platforms, analyzing metrics and feedback to make data-driven decisions for optimization.
- Sell: Effectively communicate the value and impact of video content to potential clients or stakeholders, leveraging persuasive techniques to secure opportunities for production and collaboration.
2. Knowledge
At the end of the module/unit the learner will have been exposed to the following:
- Count the number of essential components in a video production setup, including cameras, microphones, lighting sources, and editing software tools.
- Define key terms such as aspect ratio, frame rate, resolution, and codec, crucial for understanding video production terminology.
- Describe the process of color grading and its impact on the mood and tone of video content.
- Find credible sources of inspiration, such as films, documentaries, and online tutorials, to enhance video production skills.
- Identify different types of shots, including close-ups, wide shots, and establishing shots, and their respective uses in visual storytelling.
- Label the various elements of a video editing timeline, such as video clips, audio tracks, transitions, and effects.
- List the steps involved in the post-production process, from importing footage to exporting the final edited video.
- Match specific editing techniques, such as jump cuts or cross dissolves, with their intended effects on pacing and continuity in video
- Sequence the steps of the pre-production phase, including scriptwriting, storyboarding, casting, and location scouting.
3. Skills
At the end of the module/unit the learner will have acquired the following skills:
- Apply advanced camera techniques, such as depth of field manipulation and dynamic framing, to enhance visual storytelling in video projects.
- Practice non-linear editing skills using industry-standard software, refining techniques for cutting, trimming, and arranging video clips to achieve desired effects.
- Demonstrate proficiency in color grading techniques, adjusting hue, saturation, and contrast to create visually cohesive and aesthetically pleasing video content.
- Show competence in audio editing and mixing, balancing levels, removing noise, and adding effects to enhance the overall sound quality of video projects.
- Plan and execute complex video shoots, including location scouting, scheduling, and coordinating talent and crew members to ensure smooth production workflows.
- Operate professional-grade camera equipment with precision and confidence, adjusting settings and framing shots to capture high-quality footage in various shooting conditions.
- Assemble and configure lighting setups, selecting appropriate fixtures and modifiers to achieve desired lighting effects and moods for video scenes.
- Use advanced editing techniques such as keyframing, masking, and compositing to create seamless transitions and visual effects in video projects.
- Construct narrative structures and storyboards to plan the pacing, rhythm, and visual flow of video content, ensuring coherence and engagement.
- Prepare and organize project files and assets for efficient editing and collaboration, maintaining version control and file organization throughout the production process.
- Create engaging video content across various genres and formats, from narrative shorts to promotional videos, showcasing creativity and technical skill.
- Compose shots and frame compositions thoughtfully, considering visual balance, perspective, and focal points to convey meaning and evoke emotion.
- Arrange elements of sound design, including music, dialogue, and ambient noise, to complement visual storytelling and enhance immersion for viewers.
Sub-Section D _6
Title of the Module/Unit: DMM 722: Digital Content Creation
Learning Outcomes:
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Create comprehensive digital content strategies tailored to specific target audiences and platforms.
- Produce high-quality multimedia content across various formats including text, images, audio, video, and interactive content.
- Ensure compliance with ethical and legal standards in digital content creation, including copyright, privacy, and transparency regulations.
- Manage content production processes effectively, including planning, scheduling, and resource allocation.
- Collaborate with cross-functional teams to develop and execute content campaigns that align with organizational objectives.
- Guide and advise stakeholders on best practices for digital content creation, distribution, and engagement.
- Supervise and monitor content performance metrics using analytics tools to optimize SEO and user engagement.
- Represent the organization’s brand effectively through visually compelling and consistent content.
- Negotiate and sell content ideas and strategies to internal stakeholders and external clients.
- Carry out tasks related to content creation, including research, ideation, production, and publication.
- Authorize content for publication, ensuring accuracy, relevance, and alignment with brand guidelines.
- Deal with emerging trends and technologies in digital content creation, adapting strategies accordingly to stay competitive in the digital landscape.
2. Knowledge
At the end of the module/unit the learner will have been exposed to the following:
- Define the fundamental concepts and principles of digital content creation within the context of digital media.
- Describe the role of content strategy in digital media and its significance for audience engagement and brand representation.
- Identify the key components of effective multimedia content production, including text, images, audio, video, and interactive elements.
- List and describe various digital content distribution platforms and their respective strengths and limitations.
- Recall and quote ethical and legal considerations relevant to digital content creation, such as copyright, privacy, and transparency regulations.
- Sequence the steps involved in developing a comprehensive content strategy, from audience analysis to content distribution.
- Tell the importance of audience segmentation and targeting in content personalization and engagement.
- Name and describe emerging trends and technologies shaping the future of digital content creation, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI).
- Find and label key performance indicators (KPIs) used to measure the effectiveness of digital content campaigns.
- Match content formats to specific communication objectives and audience preferences.
- Count and identify the various stakeholders involved in the content creation and distribution process, both internally and externally.
3. Skills
This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.
At the end of the module/unit the learner will have acquired the following skills:
- Apply advanced content strategy principles to real-world scenarios, demonstrating proficiency in audience segmentation, platform selection, and content customization.
- Practice the use of industry-standard tools and techniques for multimedia content production, including graphic design software, video editing platforms, and content management systems (CMS).
- Demonstrate the ability to design visually compelling and cohesive digital content across various formats, incorporating elements of typography, color theory, and layout composition.
- Show proficiency in operating multimedia equipment and software necessary for content creation, including cameras, microphones, and editing suites.
- Plan and assemble multimedia content assets into cohesive narratives or campaigns, ensuring consistency in messaging and branding.
- Use data-driven insights to inform content creation decisions and optimize search engine visibility and user engagement.
- Construct and prepare content for distribution across multiple platforms and channels, adapting messaging and formatting as necessary.
- Create engaging and interactive digital experiences through the integration of multimedia elements and interactive features.
- Compose compelling storytelling narratives that resonate with target audiences and elicit desired emotional responses.
- Arrange content elements strategically to guide user attention and facilitate intuitive navigation.
- Practice effective communication and collaboration skills when working with cross-functional teams, clients, and stakeholders throughout the content creation process.
- Apply ethical and legal guidelines to ensure responsible and transparent content creation practices.
Sub-Section D _7
Title of the Module/Unit: DMM 725: User Experience and Interaction Design
Learning Outcomes:
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Comply with industry standards and best practices for accessibility and usability in all design projects.
- Deal with complex design challenges by applying creative problem-solving techniques and user-centered design methodologies.
- Ensure the creation of intuitive and engaging user experiences that meet both user needs and business objectives.
- Be responsible for maintaining the integrity of the user experience throughout the product development lifecycle.
- Manage multiple design projects simultaneously, ensuring timely delivery and alignment with project goals.
- Create detailed wireframes, prototypes, and high-fidelity designs using industry-standard tools.
- Produce comprehensive design documentation and specifications for development teams.
- Represent the user’s perspective in design discussions and decision-making processes.
- Negotiate design priorities and trade-offs to balance user needs and business requirements.
- Sell design concepts and ideas through compelling presentations and storytelling
2. Knowledge
At the end of the module/unit the learner will have been exposed to the following:
- Count the key principles of user-centered design and explain their significance in creating effective user experiences.
- Define essential UX/UI terminology and concepts, such as usability, accessibility, and interaction design.
- Draw diagrams and flowcharts that illustrate user journeys, information architecture, and interaction flows.
- Identify the stages of the design thinking process and their application in solving design problems.
- Label the components of a user interface, including elements such as navigation menus, buttons, and forms.
- List the best practices for creating accessible and inclusive designs that cater to diverse user needs.
- Match different user research methods to appropriate design scenarios and challenges.
- Name industry-standard tools and software used in UX/UI design, such as Sketch, Figma, and Adobe XD.
- Recall the historical development of UX/UI design and its evolution over time.
- Sequence the steps involved in creating wireframes, prototypes, and high-fidelity designs.
3. Skills
This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.
At the end of the module/unit the learner will have acquired the following skills:
- Apply user-centered design principles to create intuitive and engaging digital interfaces.
- Show how to Practice the industry-standard design tools like Sketch, Figma, and Adobe XD.
- Show the ability to translate user needs and requirements into functional design solutions.
- Plan comprehensive user journeys and workflows that enhance the overall user experience.
- Design wireframes and prototypes that clearly communicate design ideas and interactions.
- Operate various prototyping tools to create interactive and testable design models.
- Assemble detailed personas and scenarios based on user research findings.
- Use visual design principles effectively to create aesthetically pleasing and functional interfaces.
- Construct information architecture diagrams that organize and structure content logically.
- Prepare usability testing plans and conduct tests to gather user feedback and insights.
- Create high-fidelity mockups that accurately represent the final product design.
- Compose compelling user interface elements, such as buttons, icons, and navigation menus.
- Arrange elements on a screen to optimize visual hierarchy and user flow.
Sub-Section D _8
Title of the Module/Unit: DMM 724: Digital Presence and Branding
Learning Outcomes:
1. Competences
- Collaborate with cross-functional teams to develop and implement brand strategies that align with organizational objectives.
- Comply with brand standards and guidelines to maintain brand consistency across all touchpoints.
- Deal with challenges and complexities inherent in managing brand identities, equity, and positioning.
- Ensure the integrity and coherence of the brand message and image across various channels and markets.
- Be responsible for overseeing all aspects of brand management, including strategy development, implementation, and evaluation.
- Carry out tasks related to brand analysis, research, and monitoring to inform strategic decisions.
- Guide team members in executing brand initiatives and campaigns effectively.
- Supervise the creation and production of brand assets, ensuring they meet quality and brand standards.
- Monitor market trends, consumer perceptions, and competitor activities to identify brand opportunities and threats.
- Authorize brand-related activities and expenditures in accordance with budgetary constraints and strategic priorities.
- Manage brand portfolios and architectures to optimize brand equity and market position.
- Create and develop brand identities, including logos, taglines, and visual elements.
- Produce compelling brand narratives and messaging that resonate with target audiences.
- Represent the brand internally and externally, serving as a brand ambassador and advocate.
- Advise stakeholders on brand strategy, positioning, and communication tactics.
- Negotiate partnerships and collaborations that enhance brand visibility and equity.
- Sell the value and benefits of the brand to internal stakeholders, customers, and partners.
- These competences encompass the skills and responsibilities required to effectively manage and leverage brands to achieve business objectives and build sustainable competitive advantages.
2. Knowledge
- Count the components that contribute to a brand’s identity, equity, and positioning.
- Define key concepts in brand management, such as brand identity, brand equity, and brand positioning.
- Describe the strategic importance of brand management in shaping consumer perceptions and driving competitive advantage.
- Draw visual representations of brand architectures, including brand hierarchies and brand extension strategies.
- Identify the elements that differentiate one brand from another, including brand attributes, values, and personality.
- Label the stages of the brand management process, from brand development to brand evaluation and maintenance.
- List the factors that influence brand perception and consumer loyalty, such as brand consistency and brand experience.
- Match brand strategies with specific market contexts and consumer segments.
- Name influential brands and branding experts who have made significant contributions to the field.
- Quote theories and research findings that inform brand management principles and strategies.
- Sequence the steps involved in developing and implementing a brand management plan.
3. Skills
- Apply brand management principles to develop comprehensive brand strategies for different market contexts.
- Practice conducting brand audits and market research to inform brand development and positioning.
- Demonstrate the ability to create brand identities that resonate with target audiences and differentiate from competitors.
- Show proficiency in designing and implementing brand communication strategies across various channels.
- Plan integrated marketing campaigns that leverage the brand’s equity and messaging effectively.
- Design brand visual elements, such as logos, packaging, and signage, that reflect the brand’s values and personality.
- Operate brand management software and tools for tracking brand performance and managing brand assets.
- Assemble brand guidelines and standards to ensure consistency in brand messaging and visual identity.
- Use consumer insights and market data to adapt brand strategies and tactics to changing market conditions.
- Construct brand narratives and storytelling techniques that engage consumers and build emotional connections.
- Prepare brand presentations and pitches to internal stakeholders and external partners.
- Create brand experiences that leave a lasting impression on consumers and reinforce brand loyalty.
- Compose brand messaging and content that align with the brand’s positioning and values.
- Arrange brand partnerships and collaborations that enhance brand visibility and credibility.
- These outcomes equip students with the practical skills and strategic insights needed to effectively manage and elevate brands in today’s competitive marketplace.
Sub-Section D _9
Title of the Module/Unit: DMM 727: Research Methodology for Digital Media
Learning Outcomes:
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Collaborate with industry professionals to gain real-world insights and enhance the relevance of research endeavors in digital media.
- Comply with institutional guidelines and protocols for data collection, analysis, and dissemination in the digital media research landscape.
- Deal with ambiguity and uncertainty by employing adaptive strategies to navigate the dynamic and ever-changing nature of digital media environments.
- Ensure the validity and reliability of research findings by employing rigorous methodologies and sound data collection practices in digital media research.
- Be responsible for maintaining the quality and integrity of research outputs, adhering to professional standards and best practices in digital media research.
- Carry out tasks related to data collection, analysis, and interpretation using a variety of research methods and tools relevant to digital media research.
- Monitor trends and developments in digital media research, staying informed about emerging methodologies, technologies, and best practices.
- Authorize the dissemination of research findings through publication, presentation, or other means, ensuring alignment with ethical and professional standards in the field.
- Create compelling research outputs, including reports, presentations, and visualizations, that effectively communicate findings and insights to diverse audiences in the digital media industry.
- Produce high-quality research outputs, including scholarly articles, conference papers, and industry reports, that contribute to the advancement of knowledge in digital media research.
2. Knowledge
Upon course completion students will be able to:
- Count various research methodologies utilized in digital media studies, including quantitative, qualitative, and mixed-method approaches.
- Define key concepts and terminology relevant to digital media research.
- Describe the theoretical frameworks underpinning research in digital media, including media effects theories, communication theories, and digital sociology perspectives.
- Draw connections between research questions and appropriate methodological approaches, considering the strengths and limitations of each approach in the context of digital media studies.
- Find relevant literature and scholarly sources related to digital media research topics, utilizing academic databases, journals, and other information sources effectively.
- Identify ethical considerations and challenges specific to conducting research in digital media, including issues related to privacy, data protection, and algorithmic bias.
- Label components of research designs, such as independent and dependent variables, control groups, and sampling methods, in the context of digital media studies.
- List common data collection techniques and tools used in digital media research, such as surveys, interviews, content analysis software, and social media analytics platforms.
- Match research objectives with appropriate data analysis methods, such as statistical tests, thematic analysis, and network analysis, to derive meaningful insights from digital media data.
- Name prominent scholars and researchers in the field of digital media studies, as well as seminal studies and research findings that have shaped the discipline.
- Quote relevant literature and research findings to support arguments and conclusions in digital media research projects, adhering to citation conventions and academic integrity standards.
- Sequence stages of the research process, including literature review, data collection, analysis, interpretation, and dissemination, in the context of digital media research.
- Write clear and concise research proposals, reports, and presentations outlining the rationale, methodology, findings, and implications of digital media research projects.
3. Skills
Upon course completion students will be able to:
- Apply advanced research methodologies to investigate complex phenomena within the digital media landscape, demonstrating proficiency in both quantitative and qualitative data analysis techniques.
- Practice critical thinking and problem-solving skills to address challenges encountered during the research process in digital media, adapting strategies as needed to achieve research objectives.
- Demonstrate effective communication skills by presenting research findings clearly and persuasively to diverse audiences, utilizing appropriate visual aids and storytelling techniques.
- Show proficiency in project management principles and practices, planning and coordinating research activities effectively to ensure timely completion of digital media research projects.
- Plan and design comprehensive research projects in digital media, including defining research questions, selecting appropriate methodologies, and developing detailed research plans and protocols.
- Design data collection instruments and protocols tailored to the unique characteristics of digital media platforms and audiences, ensuring validity, reliability, and ethical integrity.
- Construct conceptual frameworks and theoretical models to guide research inquiries and interpret findings within the context of digital media theories and paradigms.
- Prepare comprehensive research reports, scholarly articles, and presentations documenting the methodology, findings, and implications of digital media research projects for academic and professional audiences.
- Create innovative research designs and methodologies that address emerging trends and challenges in the digital media landscape, contributing to the advancement of knowledge in the field.
- Compose compelling research proposals and funding applications that articulate the significance, feasibility, and impact of proposed digital media research projects to funding agencies and stakeholders.
- Arrange data sets and information sources systematically, organizing and categorizing digital media data for analysis and interpretation in accordance with research objectives and hypotheses.
Sub-Section D _10
Title of the Module/Unit: DMM 714 – Strategic Marketing
Learning Outcomes:
1. Competences
- Collaborate with cross-functional teams to develop and implement comprehensive marketing strategies.
- Comply with legal and ethical standards in all marketing activities to uphold the organization’s integrity.
- Deal with complex market dynamics and competitive pressures by formulating adaptive marketing strategies.
- Ensure alignment of marketing strategies with overall business objectives and market trends.
- Be responsible for the execution and evaluation of strategic marketing plans.
- Carry out tasks related to market analysis, segmentation, targeting, and positioning.
- Guide junior marketers and team members in strategic planning and decision-making processes.
- Supervise the implementation of marketing campaigns to ensure they meet strategic goals.
- Monitor market conditions and competitor activities to adjust strategies proactively.
- Authorize marketing expenditures and initiatives that align with strategic objectives.
- Manage marketing resources effectively to maximize return on investment.
- Create detailed marketing plans that outline strategic objectives, tactics, and performance metrics.
- Produce strategic marketing reports and presentations for senior management and stakeholders.
- Represent the marketing department in strategic planning meetings and inter-departmental collaborations.
- Advise senior management on strategic marketing opportunities and threats.
- Negotiate with vendors, partners, and stakeholders to secure favorable terms and collaborations.
- Sell the strategic marketing vision and initiatives to internal and external stakeholders to gain support and buy-in.
These competences ensure that students are equipped with the practical skills and strategic mindset necessary to excel in strategic marketing roles and drive business success.
2. Knowledge
- Count the key components involved in the strategic marketing process.
- Define the essential concepts and terminology related to strategic marketing, such as market segmentation, targeting, positioning, and competitive advantage.
- Describe the importance of strategic marketing in achieving organizational goals and sustaining competitive advantage.
- Draw models and frameworks used in strategic marketing, such as SWOT analysis, PEST analysis, and the BCG matrix.
- Identify the factors that influence strategic marketing decisions, including market trends, consumer behavior, and competitive dynamics.
- Label the stages of the strategic marketing planning process.
- List the various tools and techniques used for market analysis and strategic planning.
- Match marketing strategies with appropriate market conditions and business objectives.
- Name the key performance indicators (KPIs) used to measure the success of marketing strategies.
- Quote relevant theories and frameworks from leading marketing scholars and practitioners.
These outcomes ensure that students gain a comprehensive understanding of strategic marketing principles and are well-prepared to apply this knowledge in real-world scenarios.
3. Skills
- Apply strategic marketing frameworks to analyze market opportunities and threats.
- Practice developing segmentation, targeting, and positioning strategies for various market scenarios.
- Demonstrate the ability to conduct comprehensive market research and interpret the findings to inform strategic decisions.
- Show how to integrate digital marketing tactics into a broader strategic marketing plan.
- Plan effective marketing strategies that align with organizational goals and market conditions.
- Design marketing campaigns that leverage multiple channels to achieve strategic objectives.
- Operate marketing analysis tools and software to gather and analyze data.
- Assemble a detailed strategic marketing plan, including objectives, tactics, timelines, and budgets.
- Use competitive analysis techniques to identify market opportunities and develop strategies to exploit them.
- Construct strategic marketing models such as SWOT, PEST, and Porter’s Five Forces to guide decision-making.
- Prepare comprehensive reports and presentations that communicate strategic marketing insights to stakeholders.
- Create value propositions and positioning statements that differentiate the brand in the marketplace.
- Compose marketing messages and content that align with strategic objectives and resonate with target audiences.
- Arrange for the execution and monitoring of strategic marketing initiatives to ensure they achieve desired outcomes.
These outcomes ensure that students are equipped with the practical skills needed to effectively develop, implement, and manage strategic marketing initiatives in real-world business environments.
Sub-Section D _11
Title of the Module/Unit: DMM 713: Emerging Technologies in Digital Media
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Collaborate effectively in diverse teams to develop and implement media projects utilizing emerging technologies such as AR, VR, AI, and blockchain.
- Comply with industry standards and ethical guidelines when applying new technologies in digital media.
- Deal with the challenges and complexities associated with integrating cutting-edge technologies into media production and distribution processes.
- Ensure that all digital media projects using emerging technologies meet quality, safety, and ethical standards.
- Supervise the development and integration of advanced technologies in digital media workflows.
- Monitor and evaluate the impact and performance of emerging technologies in media production and distribution.
- Authorize the implementation of specific technologies and tools in digital media projects, ensuring they align with strategic goals.
- Create innovative digital content using emerging technologies to enhance user engagement and experience.
- Produce high-quality digital media products by leveraging the latest technological advancements.
- Represent the integration of emerging technologies within the digital media industry.
- Advise guidance on the selection and application of new technologies in digital media strategies and projects.
2. Knowledge
Upon successful completion of the “Emerging Technologies in Digital Media” course, students will be able to:
- Count the various emerging technologies that are currently influencing the digital media landscape.
- Define key concepts and terminology related to augmented reality (AR), virtual reality (VR), artificial intelligence (AI), blockchain, and other emerging technologies in digital media.
- Describe the fundamental principles and functionalities of emerging technologies and their applications in digital media.
- Find up-to-date resources and literature on the latest advancements and trends in digital media technologies.
- Identify the potential opportunities and challenges associated with the adoption of new technologies in digital media.
- Label the components and tools of various emerging technologies used in digital media production and distribution.
- List the major industry players and innovators in emerging digital media technologies.
- Match specific emerging technologies to their appropriate applications and use cases in digital media.
- Name the key features and capabilities of prominent digital media technologies
- Sequence the steps involved in integrating new technologies into digital media projects, from conceptualization to execution.
3. Skills
This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.
Upon successful completion of the “Emerging Technologies in Digital Media” course, students will be able to:
- Apply advanced technologies to enhance digital media projects and solutions.
- Practice the use of industry-standard tools and software relevant to emerging digital media technologies through hands-on exercises and projects.
- Demonstrate the ability to effectively integrate emerging technologies into digital media workflows and productions.
- Show proficiency in utilizing new digital media platforms and tools for creating immersive and interactive content.
- Plan strategic approaches to incorporating emerging technologies into digital media campaigns and projects.
- Design innovative digital media experiences that leverage the capabilities of new technologies to engage and captivate audiences.
- Use emerging digital media technologies to solve real-world problems and create new opportunities in media production and distribution.
- Construct comprehensive digital media projects that integrate various emerging technologies seamlessly.
- Create engaging and innovative digital media content using the latest technological advancements.
Sub-Section D _12
Title of the Module/Unit: DMM 726: Principles of Visual Communication
1. Competences
At the end of the module/unit the learner will have acquired the responsibility and autonomy to:
- Comply with industry standards and guidelines in all visual communication projects.
- Deal with feedback constructively to refine and enhance visual designs.
- Ensure the accuracy and clarity of visual information in all deliverables.
- Be responsible for maintaining the consistency of visual identity across various media platforms.
- Carry out tasks related to the creation and implementation of visual designs.
- Supervise the production of visual materials to ensure they meet project specifications.
- Monitor the effectiveness of visual communication efforts through audience feedback and analytics.
- Authorize final versions of visual content before publication or distribution.
- Manage resources and timelines effectively to deliver visual projects on schedule.
- Create visually engaging and informative designs that effectively convey the intended message.
- Produce high-quality visual content using various tools and technologies.
- Sell visual concepts and ideas to clients.
2. Knowledge
At the end of the module/unit the learner will have been exposed to the following:
- Count the fundamental elements and principles of visual communication.
- Define key terms and concepts related to visual communication.
- Describe the role of color theory in visual design and communication.
- Draw basic layouts and compositions that adhere to design principles.
- Find examples of effective visual communication in various media.
- Identify different types of typography and their appropriate uses.
- Label the parts of a design layout, including margins, gutters, and columns.
- List the primary tools and software used in creating visual content.
- Match visual communication techniques with their intended effects on the audience.
- Name influential figures and movements in the history of visual communication.
- Quote theories and statements from leading experts in visual communication.
- Sequence the stages of a visual product project workflow.
- Define the difference between various visual media formats and their uses
3. Skills
At the end of the module/unit the learner will have acquired the following skills of:
- Apply principles of visual communication to real-world design projects.
- Show how to Practice using industry-standard software and tools for visual design.
- Demonstrate proficiency in creating visually appealing layouts and compositions.
- Show competence in selecting appropriate color schemes and typography for different contexts.
- Plan and execute comprehensive visual communication strategies for diverse audiences.
- Design engaging visual content that effectively communicates intended messages.
- Operate design software and hardware efficiently to produce high-quality visuals.
- Assemble visual elements cohesively to create aesthetically pleasing designs.
- Use imagery and graphics effectively to enhance visual communication.
- Construct prototypes and mock-ups to visualize design concepts.
- Create digital and print materials that meet industry standards and client requirements.
- Compose narratives and storytelling elements within visual designs.
- Arrange visual elements to create clear information hierarchy and flow.