An Overview of5A3150 DMCM

David Edmundson-Bird & Brendan Keegan

5A3150 DMCM

5A3150 DMCM

• Introduction to this unit– Who are we?– What we'll do– How you'll learn– Commitments and responsibilities

• Introduction to the assignment– Problem-based learning– The hardest piece of work you'll ever do– The most rewarding experience you'll ever have

• The programme of sessions

Who are we?

• We often ask that• David Edmundson-Bird– Ran 3 dot com ventures into the ground– Director of Executive Programmes MMUBS– Course Director for Econsultancy MSc Suite– Council member Manchester Digital

• Brendan (Ben) Keegan– Britain’s 1st Digital Marketing Graduate– Worked for Woot!– Has worked all around the world

DMCM

• What we'll do– The unit descriptor– Official university documentation

• What we'll really do– Outcomes we've identified– Outcomes you may identify now and later– How will you know you have achieved our mutual

outcomes?

Outcomes we've identified

• The University regulations recommend only a few outcomes from a unit– In the unit descriptor

• We believe there can be a lot more (perhaps as many as 20 or 30)

• The components in each section of the assignment represent specific learning outcomes – have a look later at “what you’ll be able to do”

Outcomes for you

• Ask yourself after reading the assignment:– Are there any surprises or omissions?– Can you see from the assignment whether there’s

something we’re not going to cover?– Will any omissions be covered in other units?– Is there anything we need to deal with urgently?• Such as “Can I choose to study on another unit as this

assignment looks scary?”

How you'll learn

How you'll learn

• Imagine you're all new medical students• The medical professor takes you round a ward

on your first day, shows you a sick patient– How do you know what to do?– How can you find out the solution?– How will you know if you're right?– Is there always a right answer?

Problem-based Learning

• Your assessment is your problem• What do you need to learn:– to pass?– to excel?

• Who wants to "just get a 3rd"?• Who wants to achieve a 1st?• Who isn't worried about the grades and just

wants to learn?

How to Learn at our Lectures

• Student learning is suffering• This because lecturers often provide paper

copies of the slides on the screen• You might think this is helpful, but it actually

makes learning more difficult• And this is why.........

Paper Copies

• Paper copies of slides are a "security blanket"• They make you feel safe, because you think

you have the notes• However, they act as a deterrent to learning

because you don't "process" the information• Watch what happens in a lecture where paper

copies of notes are handed out

Paper copies

• If you look around, whilst the lecturer is talking, most people are not actually taking notes– PUT UP YOUR HANDS IF YOU ARE NOT TAKING NOTES

RIGHT NOW!!!

• They are just sitting listening, because the paper notes they have make them feel safe

• This is called "passive learning"• It's like watching TV

Passive Learning

• Passive learners do not process learning• Unprocessed information is less likely to be

retained than processed information• Words (and pictures to some extent) need to

be "semantically processed"• Semantics = having meaning attributed• When you process words semantically, you

give them a meaning

Semantic Processing

• Semantic processing can only be done through active learning

• Active learning encourages your brain to attribute meaning to words (and pictures)

• Retention rates are higher when you actively learn and process the information you receive

• How can you "learn actively" in a University lecture?

Active Learning for Lectures

• If there is reading and/tasks to be done prior to the lecture, make sure you do it!

• Don't have any paper print-outs in front of you• Write down (on plain paper) annotated notes

based on the lecturer's talk and the lecture slides

• Remember to title your notes so they match the slides

Active Learning for Lectures

• After the session, download the lecture slides to a computer

• Type up your notes into the notes page of the lecture slides as soon as possible

• Save them and print only what you need, when you need it

• Ask on the electronic forum or in the tutorial when you don't understand something

Where we fit it

• We've structured the teaching to meet the needs of your solving of the problem

• All of the classroom sessions and workshops are geared to completing the assignment

• You will need to identify any additional help you require through your continued analysis of the problem

What we don't do

• No spoon-feeding, no identification of the "right answer"- we don't always have the right answer

• No constant supervision of activities• Sometimes it's important for you to make mistakes– Mistakes are tolerated as long as you learn by them– Mistakes aren’t failures.– “Failure isn’t tolerated in this organisation”

• Dr Blofeld

Commitments & Responsibilities• We will meet our agreed deadlines• We will be available when we say we will• We will be at every session where we have timetabled one on

the schedule

• You will carry out the work you've agreed to do• You will develop a deeper interest in the learning• You will always ask questions when you don't understand• You will do your best and be true to yourself• You won't organise a beer at the end of the day without us

Our time commitment to you

• We have a limited work budget of 60 hours for this work

• You have a lecture every week and a workshop every week, plus show & tell near assignment submission time

• We also have to find time for assessment marking outside of these budgeted hours

• And time needs to be allocated for unit administration (e.g. subject boards, exam boards, moderation)

Your time commitment to you

• You have 200 hours for this 20 credit unit– Your timetabled lectures– Your technical workshops– 5 show & tell assist sessions– Your assignment rebrief sessions– About 155 hours assigned for private study, preparing for

workshops & preparing the assignment

• If you can say you have applied 200 genuine hours of true effort to this unit, you are likely to achieve exceptional (1st Class) results

Time Commitment Mathematics

1st Class2i2ii3rdFail

200

160

120

80

40

HOURS

GR

AD

E

Ave time commitment over 24 weeks = about 8 hours 20 minutes per week

The assignment as a problem

• You need a copy of:– The assessment design– The assessment grading criteria

• Some of the language won't mean much until we've done some learning

• Read both documents really carefully• Remember:– individual submission of work based on a group

context

What's the assignment really about?

• Find a company that wants to get into Digital Marketing– Blog the plan (and optimize it for Search)

• Justify choices you make with academic models• Show you understand the bits about DM & ERM• Produce it in a format that makes it easy for us to

grade– The blog site– The report– The movie

Grading Sheet

• Pay attention to value-added qualities• Look carefully at the statements that show

you how the grades work out• Think about how much effort you're prepared

to commit• Think about assessing yourself

The Core Texts

• Internet Marketing: Strategy, Implementation and Practice 4th Edition– Chaffey, Mayer, Johnston and Ellis-Chadwick

• eMarketing eXcellence 3rd Edition– Smith & Chaffey

• See the links for buying direct from Amazon• Think about the team-book buying solution!

The Core texts

• We will give you a bit to read before every session– It's up to you whether you do the reading

• We'll indicate bits that would be helpful in completing your assignment– See the timetable

The Programme of Sessions

• Each weekly lecture will combine:– Some taught pieces– Some discussions in the lecture

• Every weekly workshop– Some hands-on work in the tech workshop

• You have to prepare for this!

• Nearer to submission times – “Show and Tell Assist”– Some feedback on what you're doing so far

• You have to sign up for this!• You have to prepare for this!

• The downside means that you're going to have to "do" 75% of the "doing"

Immediate Tasks

• Organise your learning set• Ensure you can attend the right tutorial• Read the assignment together• Work out who your company is• Submit the first section on the imminent

submission deadline

Summary• You've had– An introduction to this unit

• You know what we'll do• You've heard how you'll learn• You're aware of all of our commitments and responsibilities

– An introduction to the assignment• We'll be practicing problem-based learning• It will be the hardest piece of work you'll ever do• We hope it's the most rewarding learning experience you'll ever

have– An overview of the programme of sessions

• Is there anything we've missed out?