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Module Title
Digital Production Tools And Techniques

Digital Media, Social Media, Web Design, Project Management

SCQF Points30
ECTS Points15
CreatedJune 2013
ApprovedSeptember 2013
Version No.1

This Version is No Longer Current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


Corequisite Modules


Precluded Modules


Aims of Module

To enable students to design, develop and deliver a client-focused digital media project. Students will develop skills and knowledge relating to current digital production tools and techniques, allowing them to manage and produce a range of digital media in a marketing context. Students will work both individually and in teams identifying appropriate digital marketing strategies, selecting technologies to meet client needs and delivering campaigns to a professional standard.

Learning Outcomes for Module

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

1. Critically evaluate a range of digital media technologies and approaches, determine the benefits and limitations of each and the contexts they could be applied.
2. Apply appropriate digital media tools and technologies in response to client needs.
3. Determine and implement methods of evaluation of digital media projects and campaigns.

Indicative Module Content

Understanding digital culture, digital marketing, digital strategy, audio visual production (audio recording and editing, camera work, video editing, motion graphics, animation, live streaming) web design, interactive application development, SEO, project management, tangible interfaces, internet of things, sensors and microcontollers.

Indicative Student Workload

Contact Hours

Full TimePart Time

Directed Study


Private Study

Private Study

Mode of Delivery

The module is delivered via online exercises, workshops, industry speakers, case studies, group work and lab tutorials.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3

Coursework - The module is assessed through a portfolio submission. Students are required to develop a digital project in response to client needs submitting agreed campaign deliverables and an accompanying reflective report.

Indicative Bibliography

1.CHAFFEY, D. and SMITH, P.R., 2012. Emarketing excellence: planning and optimizing your digital marketing. 4th ed. Abingdon: Routledge. ebook
2.DUCKETT, J., 2010. Beginning HTML, XHTML, CSS, and JavaScript. Hoboken: Wiley. ebook
3.MILLER, V., 2011. Understanding digital culture. London: Sage.
4.WHITTAKER, J., 2009. Producing for Web 2.0: a student guide. 3rd ed. London: Routledge. ebook
5.WONG, Y. and JUNAID, S., 2013. Digital media primer. 2nd int. ed. Harlow: Pearson Education Limited. ebook

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781