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Session: 2022/23

Last modified: 26/03/2020 13:34:53

Title of Module: Content and Media Management

Code: MARK11034 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Matthew  Frew

Summary of Module

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.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2check markTerm 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Critically evaluate and analyse the content management process and how organisations manage it strategicaly

L2. Develop and critically examine contemporary content management strategy components, using a mix of offline and online communication channels.

L3. Critically evaluate the role that content development plays in the digital marketing process.

L4. Critically examine the impact of current international advances in digital technologies and their effect towards content management needs.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 11.

Students should be able to demonstrate and/or work with knowledge that covers and integrates most, of the main areas of content management and creative content. Demonstrating a critical understanding of content management systems and their application to modern digital channels.

Practice: Applied Knowledge and Understanding SCQF Level 11.

Applying knowledge gained from internal and external speakers
Applying knowledge gained from personal research and demonstrating this by developing and promoting viral content through social media channels.

Generic Cognitive skills SCQF Level 11.

Providing solutions to specific issues being experienced in the wider field of digital marketing, with particular focus in content management and content development. Making critical judgements and evaluations from sources where information is incomplete or unclear. Critically identify, define, conceptualize and analyse complex level problems and issues relating to content management strategy

Communication, ICT and Numeracy Skills SCQF Level 11.

Engaging in formal and informal discussions and debates with internal and external presenters. Using a range of software systems to demonstrate their skills with particular content managemnt applications

Autonomy, Accountability and Working with others SCQF Level 11.

Working effectively as a part of a team to develop learning resources for other students. Taking responsibility for individual actions within a team. Systematically identify and address their own learning needs, making use of research and professional sources as appropriate.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Teaching methods will incorporate many aspects of the digital world in the teaching practice, and the programme will utilise both online and offline marketing tools to deliver module material. The learning experience is intended to be flexible and student centred, aiming to deliver an interactive learning experience, and thus deviate from traditional didactic paradigms. The structure of the delivery of this module will incorporate the one hour lecture with a following hour of guest speakers, student presentations and in-class debates. In order to support our students practical skills development the module will introduce one hour lab/workshops. During these workshops students will develop the capacity to create content and learn to promote it through social media channels.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Laboratory/Practical Demonstration/Workshop24
Asynchronous Class Activity30
Independent Study122
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works (2014),Pam Didner

Content Marketing: The Future of Marketing Strategy and Creating Killer Online Content,2014,Scott Richards

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorEileen Conlan
External ExaminerDiane Morrad
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Critical evaluation of a promotional campaign, preparation of a digital performative pitch and subsequent delivery that recommends a future facing creative content strategy. This
will include key findings,recommendations and responses under critical questioning (60%).
Development of a viral content, using tactical social media channels, aiming to raise awareness on a cause, or current market issue and. (40%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of written workcheck markcheck mark  400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Case study  check markcheck mark600
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School. The module has been designed to reflect increases in the diversity of the student body and in this respect, the approach is 'learner-centre'. Staff are expected to work alongside students and learning support staff to personalise the delivery of the module. This module offers students the opportunity to celebrate difference in personal, academic and employability skills. Through problem-based activities, students are encouraged to explore and share diverse experience of learning and skills development.
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.