module specification

SM7103 - Digital Media Strategy and Consultancy (2022/23)

Module specification Module approved to run in 2022/23
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
164 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 30%   A 1,500-2,000 words Case Study analysis
Coursework 70%   2,500 words Report
Running in 2022/23 No instances running in the year

Module summary

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


Module aims

• to enable students to analyse current issues and evaluate trends in digital media applications

and technologies

• 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

Digital Television.

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.

Learning outcomes

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.

Assessment strategy

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,

Routledge: London.

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

Limited: S.l.

Lee, I. (Ed.) (2013) Mobile Applications and Knowledge Advancements in E-Business, Business Science Reference:

Hershey, PA.

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)

The Mobile Marketing Association

The Internet Advertising Bureau (IAB)

e-learning network