| Marketing Methodologies for the Web Aims To explore the methodology and place of marketing on the web, the relationship between online marketing and previous forms, the new ways in which the web is being used to advertise and promote products and/or services, and the circumstances when marketing online is appropriate. Project As a web designer it is important that you understand the scope, role and directions of online marketing. Also the relationship with traditional media formats such as television and print, and the implications of “cross media” advertising – how online marketing is informed by other media, and how and why it differs. In order to achieve this understanding you should explore issues such as style, historical background, form, audience related issues, identity/branding, and possible future developments in online marketing Brief Individually research a range of online marketing campaigns, in particular those that are part of a cross media advertising campaign. Choose one of these as a focus area, (considering issues such as style, historical background, form, audience related issues, identity/branding, and possible future developments in online marketing), and make a presentation of to the group. Identify a company and/or product/brand – fictional or actual. Produce a range of online marketing components (website, micro sites, banner ads, games, screen savers and other downloads, viral marketing content and so on…) and a report that documents your presentation findings, outlines the rationale for your marketing materials, describes how these would relate to advertising across a range of other media, and indicates what possible future developments there may be. Learning outcomes The student will be able to: - Demonstrate some understanding of the historical, theoretical, and social underpinnings of marketing in a wider sense - Demonstrate some understanding of online marketing techniques. - Demonstrate an awareness of the potential of, and possible future developments in, online marketing. - Demonstrate the ability to produce a comprehensive online marketing strategy outline - Demonstrate the ability to apply production techniques appropriate to the development of online marketing material Assessment The learning outcomes will be assessed through - the design and implementation of a range of online marketing techniques/materials to a specified 'client' brief, and a report which documents your presentation findings, outlines the rationale for your marketing materials, describes how these would relate to advertising across a range of other media, and indicates what possible future developments there may be (weighting 100%) - Assessment criteria include appropriateness/quality of research and appraisal, branding/identity formation; visual quality and appropriateness of the work; progress; and the technical learning and effectiveness. Documentation of this brief on your web site will be assessed as part of your Contextual Practice unit. |