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Content and Media Management


The module, focuses on content and media management, one of the most important topics of digital marketing. Content consists of all the core elements that are critical for digital communications including text, audio-visual material, animation, database forms to content management systems (CMS), that enable the digital marketer to deliver tactical online projects.  This module will build on previous digital marketing concepts delivered by the programme, by providing students with more in-depth knowledge of interactive media such as: mobile applications, mobile marketing (e.g. in-game advertising), conversational / viral advertising and popular content development strategies for social media such as Twitter, Facebook, YouTube, among others.  The module will enable students to gain an understanding of the processes and technical/ creative skills to deliver and manage content for these specialist areas of media to help achieve marketing goals. 

The learning experience is intended to be flexible and student-centred, aiming to deliver an interactive learning experience.  Students will have the opportunity to develop, as part of the module assessments, an online portfolio of competencies that will sharpen their practical skills.  Students will also be encouraged to develop their critical skills and produce material consistent with both academic and current industry requirements.

This is an SCQF Level 11 module, and upon successful completion, participants will be awarded 20 credits.



A full timetable will be published in advance of course commencement.


Course presenter

This module will be delivered by Dr Matthew Frew.


NOTE: This is a university module and upon approval of your application, you will be invited to register and then supported to complete enrolment. To enrol on the university system, the first step involves security set-up using the Microsoft Authenticator app; you will need to ensure that you have a compatible smartphone.

Further information is available at the Student Information Portal.

To access this module via the CPD route, individuals should be ordinarily resident in Scotland.  If you do not meet this criteria, please enquire here.


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