Digital Video Production and Marketing

This is the first of three modules in the course which develop your ability to interpret a client brief, respond with a variety of creative concepts, and then go on to pitch and produce a commissioned idea. Lectures take you through each element of the process in detail and you are assessed throughout the module. In Production Craft sessions you will get teaching and practice sessions on camera, sound and editing. You work in teams up to the pitch, and then you will work as Producers/Directors on your own productions, and as crew on your colleagues productions.

This 15 credit module equips students with the essential professional skills required for effective client and digital marketing campaign management. It provides practical development and application of key employability skills such as professionalism, time management, and teamwork in the digital marketing context.

You will learn how to:

1. Understand all of the different elements needed in a structured digital marketing campaign proposal and apply to them to an organisational scenario.

2. To effectively build and demonstrate core employability skills such as teamwork, professionalism and time management.

3. To effectively communicate digital marketing campaign ideas in verbal and written format.

This module examines the key factors which influence the digital customer through consideration of key consumer behaviour theories and frameworks. It focuses on how digital customers browse, share, compare, and shop online through digital channels such as websites, mobile applications, social media platforms, and other digital touchpoints - from owning to renting! You will also examine cultural diversity, and ethical and environmental sustainability issues, and their implications for organisations with online presence and explore the various strategic decisions organisations must make to successfully engage with different market audiences. The module concludes by evaluating the use and impact of digital tools in digital marketing.

You will learn how to:

1. Critically analyse and apply the core concepts and theories about decision-making, behaviour, and sustainable consumption, from both an individual and organisational perspectives.

2. Evaluate customers’ online behaviours and characteristics.

3. Critically examine the key factors that influence the digital consumer, including social networks and virtual communities.

4. Critically assess how purchase and consumption decisions are made and the influential factors that affect decision-making process and subsequent behaviours.

5. Analyse how the knowledge of consumer behaviour advances seeking employment after graduation.

In this module students will be using all of the core skills learned from SAVP to deliver campaigns for a minimum of three live clients.  Clients from previous courses have included Salford Red Devils, Duolingo, ALDI, Salford Foodbank, and many others. 

Across the course students will continue to be sequentially upskilled in camera, sound, and editing, with a further focus on vfx in this trimester.  Students will again work as Producer/Directors and employ their student colleagues as crew, and this work will form your portfolio which will now be well developed with real-world briefs, acting as your calling card for future work.

This module aims to develop your core skills in social media-based targeting and communication strategies. We will consider a host of topics that look at the strategic analysis of social media platforms from a communications perspective, key metrics, tools, techniques and strategy development frameworks.

You will look at search engine optimisation and search engine marketing, site audit, content optimization etc. We will use intensive case discussion sessions, group activities, practitioner lectures and insightful study materials to look at how marketing communication through social media is achieved. This module is accredited by the Institute of Direct and Digital Marketing (IDM). 

Teaching and learning reflect real-world industry needs and offer you the opportunity to practise your skills on your own digital profiles as well as mini projects. You will learn through:

• Interactive lectures and seminars
• Small group learning sets will be used as the basis for problem-based learning scenarios designed to include case studies, class-based activities, research articles and web-based materials
• Guided personal study supported by associated reading list, lecture notes and relevant research articles

Assessment:

25 minute video presentation

In this final module you will work directly with an employer or mentor to develop a response to a real world brief, producing content for a digital platform that helps to realise a specific business objective.  Previous students have found placements at THG, McCann Manchester, Northern Roots, Graystone Action Sports, Holdens Broadcast, and more.

From market analysis through to practical production and results review, you will critically evaluate the effectiveness of your campaign with respect to its distribution and marketing analytics results and present those findings in a convincing end-of-course presentation to a panel of academic and industry experts.