Digital and Social Media Design - CB9132

Location Term Level Credits (ECTS) Current Convenor 2019-20
Medway Spring
View Timetable
7 15 (7.5)







Social media and information applications are transforming business. This module introduces students to the practice and strategy development of digital and social media design. The module uses a practical approach; students will learn and apply interactive technologies and web-based social media management tools to support digital marketing activities. Contemporary social media issues and business cases will be introduced and discussed.

Topics to be covered are likely to include:
• Applications of digital media tools and technologies, and user-centered web design and management
• The challenges and opportunities of digital social media
• Interactive online/Internet marketing activity implementation strategy and planning
• Designing strategic online messages, campaign planning for digital media
• Social media campaign management
• eWOM management
• Mobile technologies and social media
• Social media analytics and tools
• Economic, cultural and political factors that influence online social media design


This module appears in:

Contact hours

Lectures 12
Seminars 12
Independent study 126

Method of assessment

This module will be assessed by 100% coursework. The assessment comprises an individual website design plan report (40% final mark) and an individual website development report (60% final mark).

(i) The individual website design plan (2,000 words) will require students to (i) identify issues and the needed support for a given digital marketing activity, (ii) propose a social media website design plan for supporting this digital marketing activity, and (iii) explain and justify the design and the strategy of the social media website. This phase 1 written report provides students with experience in the identifying and planning components of social media design.

(ii) The individual website development report (3,000 words) will require students to (i) develop a social media website and the hyperlink to support the online marketing activity proposed in the website design plan, (ii) introduce the functions/pages of the website, (ii) explain and demonstrate how the functions are able to support the selected online marketing activity, and (iv) discuss the limitations and possible extensions of the application.

Reassessment Method:

Indicative reading

Essential Reading:
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital marketing: Strategy, implementation and practice. 6th ed. Pearson. ISBN-10: 0273746103

Scott, D. (2017). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases & viral marketing. Newark: John Wiley & Sons, Incorporated. Print ISBN: 9781119070481

Recommended reading:
Cochoy, F., Hagberg, J., Hansson, N. and McIntyre, M.P. (2017), Digitalizing consumption: How devices shape consumer culture. 1st ed. New York: Routledge. ISBN: 1138124893

Cameron-Kitchen, T. and Ivanescu, Y. (2015).Profitable social media marketing: How to grow your business using Facebook, Twitter, Instagram, LinkedIn and more. 1st ed. CreateSpace Independent Publishing Platform. ISBN: 1519611927

Brogan, C. (2010) Social media 101: Tactics and tips to develop your business online, 1st ed. Wiley: Hoboken, N.J. ISBN-10: 0470563419

It is also expected that students engage with key academic marketing journals, examples include:
• Journal of Advertising Research
• International Marketing Review
• Journal of Interactive Marketing
• Information Society
• Computers in Human Behavior

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic and comprehensive understanding of contemporary interactive technologies and software used in the capture, processing, design and production of digital content and services.
- Critically evaluate and apply appropriate interactive technologies and tools in social media management in different contexts.
- Provide advice on how organisations can use digital media effectively for stakeholder engagement, product and service promotion and crisis response strategies.
- Demonstrate advanced and critical knowledge of the process of design and development of digital and social media strategic campaigns.
- Demonstrate understanding of the key characteristics of new media communications and platforms in different contexts.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Use a range of established techniques to initiate and undertake critical analysis of information.
- Effectively communicate information, arguments and analysis in a variety of forms
- Demonstrate an ability to critically identify issues and formulate solutions.
- Use self-direction, initiative and planning in the context of independent learning and the management of assignments.

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