Module Database Search



MODULE DESCRIPTOR
Module Title
Digital Media Platforms And Practices
Reference CB1288 Version 2
Created February 2024 SCQF Level SCQF 7
Approved July 2019 SCQF Points 15
Amended April 2024 ECTS Points 7.5

Aims of Module
To introduce students to theory and practice relating to digital media. The module will discuss how and why businesses and consumers go online; contemporary digital practices, including digital marketing strategy, online brand management and social media.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Evaluate the quality of digital marketing strategy and digital media using a range of criteria (aesthetics, usability, technical efficiency etc).
2 Demonstrate an understanding of contemporary digital practices and platforms.
3 Demonstrate engagement with social networking and digital tools.

Indicative Module Content
This module assesses search marketing strategy and tactics, such as search engine optimisation (SEO) and pay-per-click advertising (PPC). It explores how to maximise company visibility on key search engines, and examines the role of website architecture, landing pages, and user experience in a successful search campaign. A range of practical digital tools will be applied to devise, implement and measure search marketing activities. It engages students with UNESCO's Education for Sustainable Development, Critical Thinking and Integrated Problem Solving competencies, allowing students to develop and reflect on how to optimise an existing brand's digital marketing performance whilst providing appropriate recommendations.

Module Delivery
The module will be delivered using a mixture of lectures, computer lab work and the use of relevant digital media. In addition, students will be directed to work independently through a series of online exercises.

Indicative Student Workload Full Time Part Time
Contact Hours 30 N/A
Non-Contact Hours 120 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3
Description: Individual Portfolio Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

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: http://www.smartinsights.com/ [Accessed 13 April 2018].
3 MOZ, 2018. The Moz Blog. [online]. Seattle: Moz. Available from: https://moz.com/blog [Accessed 13 April 2018].
4 ECONSULTANCY, 2018. Practical, relevant and immediate. [online]. London: Econsultancy. Available from: https://econsultancy.com [Accessed 13 April 2018].
5 FILL, C. and TURNBULL, S., 2016. Marketing communications: discovery, creation and conversions. 7th ed. Harlow: Pearson.

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