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Overview

This course identifies how an online digital communication strategy can enable an organisation to critically evaluate online performance.

Summary

In an increasingly competitive, connected and cluttered marketplace, organisations must pursue new business models and seek to communicate with customers in a way that engenders trust, loyalty and cooperation. Recognising the vital role of digital media for effective organisational and business communication, this course combines expertise from both technical and communication specialists to identify how an online digital communication strategy can enable an organisation to monitor and critically evaluate online performance, develop strategies for improvement and maintain an effective online presence.

This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development https://www.ulster.ac.uk/courses/course-finder/201718/postgraduate-certificate-of-professional-development-13809

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About this course

In this section

About

In an increasingly competitive, connected and cluttered marketplace, organisations must pursue new business models and seek to communicate with customers in a way that engenders trust, loyalty and cooperation. Recognising the vital role of digital media for effective organisational and business communication, this course combines expertise from both technical and communication specialists to identify how an online digital communication strategy can enable an organisation to monitor and critically evaluate online performance, develop strategies for improvement and maintain an effective online presence.

Drawing upon academic theory and best practice models, participants will evaluate organisational readiness to capitalise upon the digital opportunity and identify appropriate digital channels, services and technology to support strategic business goals.

Specifically, this course will provide participants with the opportunity to:

  • Critically assess the changing communication and technology landscape to establish strong foundations and confidence in decision making in an ever changing digital environment.
  • Compare and contrast a variety of online digital media communication tools and techniques.

  • Apply the latest online digital media communication tools and services to achieve business communication objectives in support of organisational goals.

Crucially, participants will understand and appreciate the interrelationship between communication, design and technology in maintaining an effective online presence.

The course will include exploration of real-world case studies focusing on principles of digital media communication, examining aspects of individuals and/or organisations online.

Topics covered include:

  • Individuals Online

  • Online consumer behaviour

  • Organisations in a networked economy

  • Value propositions

  • Branding online

  • Electronic word-of-mouth communication

  • How the Web works

  • Optimising content

  • Digital analytics

  • Design issues

Linked programmes

PgDip/MSc Digital Media Communication, PgCertPD Postgraduate Certificate of Professional Development

Assessment

100% Coursework - Best Practice Report

The coursework is an individual assignment (3000 words) whereby the participant has the opportunity to apply theories and concepts of online digital communication by comparing and contrasting organisations’ websites within an industry sector of their choice, and evaluating the extent to which the case organisations' online presence support models of best practice. The coursework submission will be in two parts. In Part A of the coursework (1500 words), the participant will assess online communication including effectiveness of customer targeting, value proposition, and brand experience within the chosen websites. In Part B of the coursework (1500 words), the participant will assess the design, usability and optimisation of the websites.

Attendance

This course requires attendance for an Induction on Tuesday 19 September 2017 from 10.30am - 1pm and on four individual days from 1pm - 9pm on:

Wed 27 September 2017

Wed 11 October 2017

Wed 25 October 2017

Wed 15 November 2017

Entry requirements

Normally, a degree in, for example, Communication, Business or related studies, Information and Communication Technology or a related technical area. Other degree areas may be accepted (please contact us to check).

English Language Requirements

International applicants whose first language is not English must meet the minimum English entrance requirements of the University, which is a minimum acceptable score for the British Council IELTS of 6.0 (with no contributing band of less than 5.5) or equivalent.

Start dates

  • 19 September 2017
How to apply

Apply

The following page explains the postgraduate short course application procedure:

http://www.ulster.ac.uk/apply/how-to-apply#pgsc

How to apply

Start dates

  • 19 September 2017

Fees and funding

In this section

Prices

Northern Ireland & EU:
£881.70
England, Scotland & Wales:
£881.70
International:
£2,206.50

Fees information

Information about how to pay for a course including different payment options is available at

http://www.ulster.ac.uk/finance/fees/payment_policy_1718.pdf

Scholarships, awards and prizes

Fee waivers may be available to those who meet the eligibility criteria. More information is available from FlexEd@ulster.ac.uk

Contact

Email: FlexEd@ulster.ac.uk

Telephone: (+44) 028 9036 6680