SM7103 - Digital Media Strategy and Consultancy (2021/22)
|Module specification||Module approved to run in 2021/22|
|Module title||Digital Media Strategy and Consultancy|
|Module level||Masters (07)|
|Credit rating for module||20|
|School||School of Computing and Digital Media|
|Total study hours||200|
|Running in 2021/22||
This module explores the use of digital media technologies and digital media applications for business
and society. The module also focuses on best practices in digital media consultancy and on how to
develop digital media strategies for a client group.
Students will evaluate and analyse current and future trends in the digital media industries and identify
the application of communication technology to business and everyday life. Students will learn to
evaluate and address the needs of a client group and produce e-solutions appropriate for such needs.
Prior learning requirements
• to enable students to analyse current issues and evaluate trends in digital media applications
• to enable students to produce digital media strategies and digital media consultancy reports
The syllabus will explore: issues on digital media consultancy and digital media strategies; overview
of eBusiness; social media and social media management; digital marketing ; interactive advertising;
eCommerce; electronic Public Relations and online campaigning; the mobile communications
market and mobile applications; the game industry, game applications for business, education and
information; the digital entertainment market; applications of wearable and physical computing for
business; eLearning and online professional training; ePublishing and online journalism; Interactive
Learning and teaching
Teaching methods include lectures and on-line interactive learning material, tutorials, seminar
discussions, role-play activities and computer lab sessions. Students will be expected to attend lectures
and take part into on-line activities as well as comment on their readings. The teaching and learning
strategy will adopt a problem-solving and situated approach to expose students to real-life scenarios
and digital media management briefs.
A blended learning strategy will be employed to enhance the learning experience. The VLE will be
used as a platform to support online discussions, role-play and situated learning experiences and to
facilitate formative assessment and related feedback as well as a tool to integrate useful online learning
materials provided by professional organisations and other relevant sources.
1. outline and evaluate current issues, trends and developments related to digital media
applications and technologies
2. assess and compare digital media best practices and formulate digital media strategies
3. produce critical analysis of e-solutions, digital media applications and services to assess and
address the needs of a client group.
1) A 1,500-2,000 words Case Study analysis (weighting 30%) - due in week 8.
Students will be required to produce a 1,500-2,000 words Case Study analysis focusing on examples of
applications of e-solutions in the digital communication industry. Case Studies will be set by the tutor.
2) 2,500 words Report - (weighting 70%) - due in week 14. Students will be required to produce a
Report aimed at assessing and addressing the needs of a client group. The problem scenarios and client
profiles will be set by the tutor.
Students may pass on aggregate
Block, P. (2011) Flawless Consulting: A Guide to Getting Your Expertise Used, 3rd ed. ed, Pfeiffer: San Francisco.
Chaffey, D., Smith, P.R. (2013) Emarketing Excellence: Planning and Optimizing Your Digital Marketing, 4th ed. ed,
Clow, K.E. (2014) Integrated Advertising, Promotion, and Marketing Communications, 6th edition, global edition.
ed, Pearson Education Limited: Harlow ; Amsterdam.
Dave Chaffey (2011) E-business & e-commerce management : strategy, implementation and practice, 5th ed.,.ed,
Financial Times Prentice Hall, Harlow.
Garrison, D.R. (2011) E-Learning in the 21st Century: A Framework for Research and Practice, 2nd ed. ed,
Routledge: New York ; London.
Handley, A. (2011) Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That
Engage Customers and Ignite Your Business. Hoboken, N.J: Wiley.
Hart, T. (Ed.) (2010) Internet Management for Nonprofits: Strategies, Tools and Trade Secrets, The AFP Fund
development series, John Wiley & Sons: Hoboken, N.J.
Kelly, N. (2013) How to Measure Social Media: A Step-by-Step Guide to Developing and Assessing Social Media ROI,
Que: Indianapolis, Ind.
Laudon, K.C., Traver, C.G. (2012) E-Commerce: Business, Technology, Society, 8th ed. ed, Pearson Education
Lee, I. (Ed.) (2013) Mobile Applications and Knowledge Advancements in E-Business, Business Science Reference:
Lieb, R. (2012) Content Marketing: Think like a Publisher: How to Use Content to Market Online and in Social
Media, Que: Indianapolis.
Michael, D., and S. Chen (2006) Serious games : games that educate, train, and inform. Boston, Mass.: Course Tech
Inc., Thomson Learning.
Scott, D.M. (2010) The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online
Video, and Viral Marketing to Reach Buyers Directly, 2nd ed. ed, John Wiley: Hoboken, N.J.
Shelton, T. (2013) Business Models for the Social Mobile Cloud: Transform Your Business Using Social Media,
Mobile Internet, and Cloud Computing, Wiley-Blackwell.
Springer, P., Carson, M. (2012) Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search,
and Social Media, Kogan Page: London.
Journal of interactive advertising
Interactive marketing: the international journal of the Institute of Direct Marketing
International Journal of Electronic Commerce
Key online resources
BIMA (British Interactive Multimedia Association) http://www.bima.co.uk
The Mobile Marketing Association http://mmaglobal.com
The Internet Advertising Bureau (IAB) https://www.iabuk.net/
e-learning network http://www.elearningnetwork.org/