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Module Title
Digital Media Platforms And Practices

New media; Web 2.0; social media; open source

SCQF Points15
ECTS Points7.5
CreatedMarch 2010
ApprovedAugust 2010
AmendedAugust 2012
Version No.2

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF7 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To introduce students to theory and practice relating to digital media. The module will discuss how and why we go online; the uses that can be made of Web 2.0, including for knowledge management, communication and business; collaborative platforms and issues of identity, anonymity and privacy online.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. evaluate the quality of digital media from a variety of viewpoints (aesthetics, usability, technical efficiency etc)
2. Demonstrate an understanding of current practices and platforms.
3. Be able to engage with social networking and Web 2.0 tools.

Indicative Module Content

The module starts with a historic review of digital media developments and motivations for usage. Students then explore the variety of contemporary Web 2.0 usage from a business perspective, including communications, marketing and knowledge management. Developments in open source and collaborative platforms are also examined. Consumer privacy and business information security and ethics

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed study

Private Study

Private study

Mode of Delivery

The module will be delivered using a mixture of lectures, computer lab work and the use of relevant digital media.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3

Students will be required to produce a blog focused on a specific theme and to add to it with their own content plus critical discussions of issues arising within the module.

Indicative Bibliography

1.CHAFFEY, D. and SMITH, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. 5th ed. Oxon: Routledge
2.SMART INSIGHTS, 2018. Plan, manage and optimize your marketing. [online]. Leeds: Smart Insights. Available from: [Accessed 13 April 2018].
3.MOZ, 2018. The Moz Blog. [online]. Seattle: Moz. Available from: [Accessed 13 April 2018].
4.ECONSULTANCY, 2018. Practical, relevant and immediate. [online]. London: Econsultancy. Available from: [Accessed 13 April 2018].
5.FILL, C. and TURNBULL, S., 2016. Marketing communications: discovery, creation and conversions. 7th ed. Harlow: Pearson.

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