module specification

SM6000 - Digital Management and Enterprise (2024/25)

Module specification Module approved to run in 2024/25
Module title Digital Management and Enterprise
Module level Honours (06)
Credit rating for module 30
School School of Computing and Digital Media
Total study hours 300
90 hours Scheduled learning & teaching activities
150 hours Guided independent study
60 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 20%   Presentation
Coursework 40%   Report
Coursework 40%   Production Plan
Running in 2024/25

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Year North Thursday Afternoon

Module summary

This module introduces students to digital media management and enterprise issues. It focuses on the management of interactive projects and explores issues in project management, including team management, client handling, outsourcing and asset management, copyright and legal issues, the planning and production life-cycle, resources and marketing. Students will learn how to manage a digital media project and how to effectively plan and execute a production cycle.

- To enable students to appreciate and evaluate digital media project management and enterprise issues

- To enable students to plan and organise the production of a digital media project


Part 1(weeks 1–12) The role of the project manager in new media productions, various types of projects, delivery platforms, bidding for projects, production phases, the project management life-cycle, planning techniques, task and resources allocation, team recruitment and team management, client management, project management and communication techniques and tools. LO 1

PART II (weeks 13–21) Managing creativity; Hardware and software requirements; Media Asset origination; Asset Management and Digital Rights Management; Copyright and legal issues; Risk Assessment and Crisis management. LO 2

PART III (weeks 22–30) Social Media Management, Digital Media Marketing, Digital Media Enterprise. Employability workshops: Students will evaluate trends and requirements in the job market for digital media professionals as well as career and enterprise options; they will have the opportunity to reflect on their employability skills and on how to present their portfolios and CVs to prospective employers. Writing the Production Plan workshops. LO 3

Balance of independent study and scheduled teaching activity

Learning and teaching in this module will involve a combination of modes, including lectures, computer workshops, tutorials and study of specially prepared online resources. Visits to animation facilities and visits from industry professionals will also be included. The standard weekly structure will comprise a one hour lecture and discussions followed by a two hour lab session. In addition support to individuals and groups will be provided through regular tutorial sessions. Key to the delivery of this module is availability of open access facilities with appropriate software for the development of animated projects. Blended learning is integral to this module and comprehensive, specially designed, online up-to-date support resources will be made available and updated weekly. These include contextual learning materials for the weekly lectures and workshops together with module booklets and materials and links relevant to assessment, facility visits, software updates, industry developments and career opportunities.

Formative feedback will be forthcoming throughout the module in the lab-based workshops. Students will be given feedback on their work in class that builds towards summative assessment. Self and peer assessment and feedback will also be encouraged through class presentation of individual and team design ideas and through critique and discussion of those ideas in class. Summative feedback for Assignment 1 will be available within two weeks of submission in order to inform progression towards Assignment 2. Summative feedback for Assignment 2 will be emailed to students after the end of the module with the offer of opportunities to discuss this feedback in tutorials. Students will also be encouraged to attend individual and/or group tutorials during the module, enabling further opportunity for formative feedback. Comprehensive email support and feedback will also be available throughout the duration of the module.

Learning outcomes

On successful completion of this module students will be able to:
1. Analyse and address digital media clients’ briefs
2. Evaluate and critically analyse digital media project management and digital media enterprise issues
3. Produce a project management plan for a digital media production


Reading List

Required reading: Project Management

England, E. & Finney, A. (2007) Managing Interactive Media : Project Management for Web and Digital Media. New York: Addison Wesley.

England, Finney (2001) Managing Multimedia: Project Management for Web and Convergent Media: Technical Issues. Addison Wesley.

England, Finney (2001) Managing Multimedia: Project Management for Web and Convergent Media: Book 1. People and Processes (3rd Edition). Addison Wesley.

Friedlein Ashley (2000) Web Site Project Management. Morgan Kaufmann.

Shayne Gilbert (2001) 90 Days To Launch: Internet Projects On Time And On Budget. J.
Wiley & Sons

Shelford, Gregory A. Remillard (2002) Real Web Project Management: Case Studies and Best Practices from the Trenches. Addison Wesley.
Digital Media Marketing and Social Media Management

Chaffey, D. (2009) E-Business and E-Commerce Management: Strategy, Implementation and Practice. 4th ed. Harlow: FT Prentice Hall.

Ryan, D. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page.

Brogan, C. (2010) Social Media 101: Tactics and Tips to Develop Your Business Online, Wiley: Hoboken, N.J.

Ryan, D. (2011) The Best Digital Marketing Campaigns in the World: Mastering the Art of Customer Engagement, Kogan Page: London ; Philadelphia.

Smith, N. (2011) The Social Media Management Handbook: Everything You Need to Know to Get Social Media Working in Your Business, John Wiley & Sons: Chichester.

Background reading
Bentley, C. (2010) PRINCE 2: A Practical Handbook. 3rd ed. Amsterdam: Elsevier/Butterworth-Heinemann.
Bloch, S. (2007) How to Manage in a Flat World: Get Connected to Your Team: Wherever They Are. Harlow, England: Financial Times/Prentice Hall.
Crook, T. (2010) Comparative Media Law and Ethics. London: Routledge.
Duarte, D. L. & Snyder, N. T. (2006) Mastering Virtual Teams : Strategies, Tools, and Techniques That Succeed. San Francisco, Calif.: Jossey-Bass. Goldberg, D., G. Sutter, and I.

Walden, eds. (2009) Media Law and Practice. Oxford: Oxford University Press.
Highsmith, J.A. (2004) Agile Project Management: Creating Innovative Products. Boston: Addison-Wesley.
Hoefling, T. (2001) Working Virtually : Managing People for Successful Virtual Teams and Organizations. Sterling, Va.: Stylus Pub.
Horine, G. (2009) Absolute Beginner's Guide to Project Management. 2nd ed. Indianapolis, Ind: Que.
Larson, E.W. (2011) Project Management: The Managerial Process. 5th ed. New York: McGraw-Hill Irwin.
Lewis, R. D. (2005) When Cultures Collide : Leading across Cultures. Boston; London: Nicholas Brealey International.
Northouse, P.G. (2010) Leadership: Theory and Practice. 5th ed. Los Angeles: Sage.
Schwaber, K. (2004) Agile Project Management with Scrum. Redmond, Wash: Microsoft Press.

Journals/periodicals Project management journal [electronic resource]
International journal of project management
Convergence: the journal of research into new media technologies. – John Libbey

Useful online resources – International Project Management Assn – The British Interactive Multimedia Assn For a complete list of Digital Media resources, including journals, please visit: help/subjects/digmedia/index.cfm

England, E. and Finney, A. (2007) Managing interactive media: project management for Web and digital media. 4th ed. Harlow: Addison Wesley.

Smith, N., Wollan, R. and Zhou, C. (2011) The social media management handbook: everything you need to know to get social media working in your business. Hoboken, N.J.: Wiley.

Lyons, N. and Wilker, M. (2012) Interactive project management: pixels, people, and process. Berkely, California: New Riders.

Frick, T. (2008) Managing interactive media projects. Clifton Park, NY: Thomson Delmar Learning.

MacDonald, J. (2020) Social media marketing workbook: how to use social media for business (2020 Updated Edition). 2020 updated ed. CreateSpace Independent Publishing.

Clyne, G. and Reaves, M. (no date) Social Media Marketing 2019: The Must Know Practical Tips and Strategies for Growing Your Brand, Becoming an Influencer and Advertising Your Business Using Facebook, YouTube, Twitter and Instagram.

Dahl, S. (2018) Social media marketing: theories & applications. 2E [Second edition]. London: SAGE.

Keyes, D. (2018) The rule-breaker’s guide to social media. Hove: DK Publishing.

Tasker, S. (2019) Hashtag authentic: finding creativity and building a community on Instagram and beyond. London: White Lion Publishing.

Cameron-Kitchen, T. and Ivanescu, Y. (2016) Profitable social media marketing: how to grow your business by growing an audience using Facebook, Twitter, Instagram, LinkedIn and more. [United States]: Exposure Ninja.

How to Do a Competitive Analysis in 2020 [Template Included] (no date).

How to Do a Competitive Analysis in 2020 [Template Included] (no date). Available at:

Positioning Strategies to Improve the Visibility of Your Business - Business 2 Community (no date). Available at:

Four benefits of aligning SEO and UX when building your website - Search Engine Watch Search Engine Watch (no date). Available at:

Webmaster Guidelines - Search Console Help (no date). Available at:

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing. 7th edition. Harlow, England: Pearson. Available at:

Hooley, G. J., Nicoulaud, B. and Rudd, J. M. (2020) Marketing strategy & competitive positioning. Seventh edition. Harlow: Pearson. Available at:

Marketing KPIs: 8 Ways to Track Content Marketing (no date). Available at:

Godin, S. (2018) This is marketing: you can’t be seen until you learn to see. London: Portfolio Penguin.

Heinze, A. (ed.) (2017) Digital and social media marketing: a results-driven approach. London: Routledge, Taylor & Francis Group.

Ford, J. E. (2018) Social media marketing for the future: strategies for 2020 & beyond. [United States]: [publisher not identified].

Web Accessibility In Context — Smashing Magazine (no date). Available at:

Principles of Website Usability | 5 Key Principles Of Good Website Usability (no date). Available at:

Web Content Accessibility Guidelines (WCAG) Overview | Web Accessibility Initiative (WAI) | W3C (no date). Available at: