module specification

Digital Entertainment Practice is a core module for BA (Hons.) Events and Music Industries students, and an option for any MCE or Study Abroad Students. It focuses on practical creative use of marketing theory for projects and campaigns in digital entertainment contexts. Such contexts may be entirely focused on promoting events of any description, including corporate bonding weekends, or on music, media or games releases; they may feature fashion, destinations, or luxury brands.

Entertainment is here primarily the vehicle – through content – for the marketing and PR function that relates to an events, music, or creative industry specialism of student choice.

The theory of digital marketing, PR and content-related promotion online is delivered and discussed in practical scenarios.

This module is essential for those who wish to understand the creative and applied approaches to digital marketing.

You will be able to design a digital entertainment project in a hypothetical or real-life setting. Research will underpin your project and peer review will enable alpha testing of concepts and ideas.

This module has a significant practical component underpinned by theories of media, PR, marketing, digital marketing and aspects of user behaviour.

This module will equip you with a thorough understanding of industry imperatives in digital marketing for entertainment, events, music and the Creative Industries. The angle from which you will approach digital marketing will be a creative one. Marketing Analytics, market segmentation and targeting, user and audience profiling, SEO planning, the use of AI, all will be geared towards creative application through the use of platforms, social, and streaming media.

You will learn, understand and apply how content can enrich a campaign when used in adequate contexts.

No pre- or co- requisites for the module.
Available for Study Abroad? YES.

Syllabus, Digital Entertainment Practice:

1. Introduction to digital marketing: The creative view LO1 LO4
2. Design principles: Function, research, interactivity, data, publics, regulation, AI. LO1 LO3
3. Design principles: SEO criteria, traffic LO2 LO4
4. Design principles: analytics, targeting and profiles LO1 LO4
5. Deployment workshop 1: Your campaign and/or brand LO3 LO4
6. Deployment workshop 2: Identifying your audience, clients, stakeholders etc. LO4 LO3
7. Presentations: Presenting interim results and project aims LO2 LO3 LO1
8. Debate and reflection: digital entertainment concepts and project peer review LO3 LO4
9. Deployment workshop 3: Testing and initial launch. AI pros and cons. LO2 LO4
10. Deployment workshop 4: Content, stickiness, focus on audience attention LO1 LO4
11. Submission preparation workshop: Positioning, outcomes and analysis LO2 LO4
12. Revision and reflection exercise: Tutorials and assessment advice LO1-LO4
Submission week 14, 1500-word reflective report with data, references and illustrations.

Learning and teaching on this module is student-centred and student co-created with reflective experience at its core. 

This is a workshop-oriented module. Accessible, inclusive hybrid learning in classes and nonlinear environments is integral to the module delivery and exercises.

All sessions contain a practical component, incl. problem-solving, case study analysis, data-focused deduction, industry source research, brainstorming, project planning and concept development. All theory and method will be applied in class exercises, debates, peer review and tutor moderation to kickstart and facilitate further independent work outside classes. 

On AI: The industry impact of AI and machine learning is analysed in classes. AI needs to be referenced; it is approved for design and execution in project work. 

The module is centred on developing own student projects. Independent study is essential.
 
These projects are imagined and defined by the students with the assistance, feedback and advice from the tutor and peers. Each project focuses on the subject that the students choose directly.

The module acts as a student project launchpad. Students will develop own assessment aims constructively within module parameters, through the exchange and testing of ideas and plans. Participation in classes is essential.

Teamwork exercises in innovation management are designed to match and mirror best practice in the world’s leading companies and start-ups.


Education for Social Justice Framework (ESJF)

Inclusive formative and summative assessment:

As the module centres on unique student themes in projects, inclusive assessment is built into the module at the core. Assessment is student project-driven.

Students pick their own focus and approach (personalisation, diversity, accessibility), own cultural context (identity, equity, decolonisation), in an experiential mode of study (reflection), with the diagnostic use of theory and industry data for real-life application (critical theory, synthesis).

Peer review and tutor moderation exercises facilitate the carving of project work.

Identity, Personalisation And Reflection:

Reflection is vital in this module designed for practice.

Personal inclinations, career aims, orientations and desired pathways, own aptitudes, interests and individual choices are both recognised and encouraged. 

Localisation is supported, from global and international to micro-urban. Community, cultural identity, scene focus, and projects’ ethical social causes are fostered.

 

1. You will understand and critically appraise the contexts, theories and methods of digital entertainment strategies and best modes of content use in marketing.
2. You will practically apply, in planning and/or delivery, the theories and methods of digital marketing, entertainment strategies and best modes of content use in marketing.
3. You will understand and creatively exploit market segmentation and targeting, user and audience profiling, SEO planning, the use of AI in digital marketing for entertainment, events, music and the Creative Industries.
4. You will design a research-based and peer-reviewed, tutor moderated digital entertainment project in a hypothetical or real-life setting.

https://rl.talis.com/3/londonmet/lists/62FA7590-15A9-902F-41CC-16A1A477444C.html?lang=en-GB
https://rl.talis.com/3/londonmet/lists/8F4AF72F-D359-8AF0-FB65-AF5974FC7F8C.html?lang=en-GB

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Rickards, M. A., Romanini, M., & De Gregori, G. (2021). The Effects and Innovations in Gaming and Digital Entertainment Forced by the Pandemic. In Digital Transformation in a Post-Covid World (pp. 171-180). CRC Press.

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Marketing Week
Campaign
Music Week
StandOut Magazine
Billboard
Statista database