BMM5203 - Digital Storytelling and Online Communities

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

This module will introduce students to the theory and practice of content creation, from the consideration of the platform and the media to planning content and engagement as part of a digital marketing strategy. We will focus on the human side of brand engagement, understanding that behind every data-point is a person and a potential relationship; not just with the individual but also with their online community.

Students will learn that organisations and brands need to connect and communicate with diverse audiences across multiple channels and platforms, and the benefits of encouraging their audiences to become creators. Students will be introduced to story-telling and story-curation to understand how to adapt narrative and adopt different media to fit contemporary platforms.

Students will learn how to weave these stories and their fans into online communities, and measure success using analytics and KPIs, not just for sales; but for improving brand reputation, awareness raising, education and social justice. Co-creation methods will be examined and used to understand and create a participatory culture in the classroom and online. We will introduce platform insights and industry tools for understanding impact, reach and engagement through our educational platform partnerships.

Learning and Teaching Information:

Delivery of this module is supported by the use of “pre”, “live” and “post” teaching session activities which students will find outlined week by week on the module delivery schedule in the Module Handbook.

The workshops will follow on from the lectures each week, enabling students to put into practice the theory covered. There will be weekly tasks in groups or as individuals to consolidate learning. We will use Moodle, Teams and other digital platforms to practise what we teach and introduce the students to being part of an online community of practice.

It is our intention to involve employers in order to include live briefs and co-production of digital marketing solutions to respond to business and organisational needs.

Lectures
Hours: 20
Intended Group Size: Cohort

Workshops
Hours: 20

Guided independent study
Hours: 260

Further Details Relating to Assessment
Students will have opportunity for formative feedback on work submitted throughout the module, including discussions on Moodle and Teams, exemplifying the use of online community tools.

Even though each assessment is individually marked, students will be working in groups to research ideas and campaigns and will be helping each other prototype and market test their ideas.

Individual assessments will be:
1. Pitch of a digital marketing campaign idea around online community and digital storytelling.
2. Worked through prototype or “walk-thru” of the pitch. Students will choose from a curated set of real-world issues requiring a digital storytelling solution for an organisation, brand, product, service or cause. They will assume the role of project managers at a creative and operational level coming up with the idea for a campaign that could be put into production.

Full details are contained within the Module Handbook.

Assessment:

001 Individual Campaign Pitch; 5 mins; early sem 1 25%
002 Individual Campaign Storyboard or Prototype; 3000 words; End of Sem 1 75%

Fact File

Module Coordinator - PRS_CODE=
Level - 5
Credit Value - 30
Pre-Requisites - N/A
Semester(s) Offered - 5S1

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