Digital Media

The aim of this module is to give students an understanding of the development and role of digital media in a modern, consumer society.  It will also give students the knowledge and use of the practical tools required to work in digital media from a media or business perspective, including experience with rich media content via audio and video.

On successful completion of this module learners should be able to:

  1. Relate digital media practice and theory to business and consumer applications.
  2. Recognise the importance and developments in, including consumption of, digital media frameworks and structures.
  3. Discuss the ethical and regulatory issues arising from a ‘content everywhere’ culture.
  4. Produce examples of various audio and video‘rich media’ content and display competence in digital media software.
  5. Communicate the effective use of specific digital media within a wider marketing communications campaign.


Course Content:

Session 1

An introduction to the types and characteristics of Digital Media artifacts. Ensuring the scope of technology changes and behaviours are appreciated e.g. connectivity, telepresence, cloud computing, touchpoints and devices.  The key facts of the consumer usage and trends in Digital Media.

Session 2

Digital Media Fundamentals: the considerations of imagery, audio, interactivity and visual impression. General copywriting fundamentals: copy tone, type, length and consistency in message. Public versus personal applications and issues. Target user profiling and an overview of the types of analytics available.

Session 3

An introduction to and practical use of the digital media applications for presentations, online surveys, social media, blogging and banner advertising.Practical sessions will cover the effective use of these tools.

Session 4

Effective Copywriting: writing copy for digital and social media platforms – the new form of communication via Facebook posts, 140 Character Tweets and Blog posts, including setting up and using blogs via WordPress. Integration with marketing campaign and communications.

Session 5

The New Digital Economy: covering the key facts of the Business-to-Business usage and trends  in Digital Media. New trends in connectivity, telepresence, cloud computing, touchpoints and devices.  Emerging versus developing world issues, considerations and opportunities.

Session 6

Online Video & Audio Production: demonstration and practical understanding of the role and use of video and audio for digital media platforms; introduction to basic video and audio production editing skills.

Session 7

Media ethics and regulatory system: the theory and development of media ethics, its application in digital media society and changing ethical requirements in view of technological advances – use of case studies and examples.

Session 8

Digital Media campaign:  integration with overall marketing campaign and messaging. Digital media selection and challenges.

Session 9/10

The Future of Digital: from entrepreneurial media within the start-up culture, and understanding of the semantic web v3.0 with its integrated use of collective data.

Exam Preparation:

Syllabus overview, learning objectives reviewed, exam techniques, study methods.

Reading Lists and Other Resources

Textbook / Journal based Resources:
Chaffey, Dave & Smith, PR. E-marketing Excellence: Planning & Optimising your Digital Marketing. Routledge, 2012

Li, Charlene & Bernoff, Josh. Groundswell. Harvard Business Press, 2011

Ryan, Johnny. A History of the Internet and the Digital Future. Reaktion Books, 2010

Velloso, Maria. Web Copy that Sells. Amacom, 2009

Creeber & Martin. Digital Culture: Understanding New Media. Open University Press, 2008

Web Based Resources
Columbia Journalism Review
Roy Greenslade blog
Jeff Jarvis blog:

Oxford Economics – The new digital economy report

Video Resources