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Digital Media Communication


The purpose of this programme is to enable both practising and aspiring professionals in the business, communication and information technology sectors to better understand the changing nature of the digital era and how to leverage digital media technologies and platforms to achieve competitive advantage.


In contrast to traditional methods of communication, digital media channels facilitate greater consumer interactivity and empowerment. In a highly competitive and connected global marketplace the unique properties of digital media communication can therefore present both opportunities and challenges for firms. Increasingly, communication professionals are expected to embrace digital media to encourage customer and partner engagement. Equally, professionals in technical roles are now required to apply their knowledge of digital media more strategically to drive business value.

Recognising the vital role of digital media for effective organisational and business communication, and the growing importance of open, collaborative working practices, this course combines expertise from both technical and communication disciplines to provide an enriching and multidisciplinary learning environment.

Specifically, this course will provide you with the opportunity to:

critically assess the changing communication and technology landscape to establish strong foundations and confidence in decision making in an ever changing digital environment

compare and contrast a variety of online digital media communication tools and techniques

apply the latest online digital media communication tools and services to achieve business communication objectives in support of organisational goals.

Teaching and learning assessment

Learning and teaching will take place through a series of lectures; seminars (both face to face and online); industry guest speakers; group work and case-integrated learning.

Assessment Methods:100% coursework which includes: class presentations; group work; critical analysis, strategy development, and campaign development reports.

Entry requirements

Entry Requirements

You will normally be an Honours or non-Honours graduate with an undergraduate degree in, for example, Communication, Business or related studies, Information and Communication Technology or a related technical area. The course is also suitable for those already in employment, or who have work experience in a cognate area, and who wish to enhance their existing skills.

English Language Requirements

English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.



Part-time students normally complete between one and two modules per semester. Modules are normally delivered in intensive block sessions, from 1.00pm until 9.00pm. The maximum number of intensive block teaching days per module is 4 (although not always on consecutive days), plus approximately 2 days x 3 hours seminar attendance. You will also be expected to engage in group and team work in some of your modules and so will need to have further meetings outside of class time. In addition, you are also expected to dedicate adequate time for independent study.

Full-time students normally complete between two and three modules per semester.

Careers or further progression

Career options

This course enables both practicing and aspiring professionals in the business, marketing, communication and information technology sectors to better understand how to leverage digital media technologies and services to achieve competitive advantage.

Key aspects of the course that will help to equip you for a career, or support your continued professional development in the communication or information technology sectors include:

Ongoing input from leading practitioners, ensuring exposure to the experiences and insight of professionals working in the digital arena.

The use of case studies, enabling the identification of real-world business problems, and the design and defence of appropriate solutions.

Enhanced ICT skills, through first-hand experimentation with a range of online digital media tools.

Activities and assessment which require the application of learning to an employer or an equivalent organisation.

The opportunity to learn in a multidisciplinary setting indicative of today's more integrated and collaborative corporate culture.

Further enquiries

Course Director: Dr. Valerie Purchase
T: +44 (0)28 9036 6723

For Admissions queries please contact the Admissions Service (Jordanstown Campus):
T: +44 (0)28 9036 6309

Subjects taught

Year one

Digital Campaign Planning and Management
This module covers all aspects of digital campaign planning and management. It will provide students with the opportunity to apply theory to practice by developing an effective digital marketing campaign and associated content in response to a live brief. It enables students to develop a working knowledge of digital marketing technologies and critically evaluate their appropriateness achieving organisational goals. Students will have the opportunity to demonstrate how the platforms and message chosen support the fulfilment of pre-defined communication objectives with a specified target audience.

The Digital Consumer
This module establishes an effective multidisciplinary foundation for evaluating effective digital marketing communication approaches and technologies to support strategic business goals centred around understanding the digital consumer. Students will critique the online presence of organisations in a variety of contexts and will understand the interrelationship between communication, design and technology in maintaining an effective online customer experience.

Year two

Brand and Organisational Transformation
This module offers a theoretical and practical insight into the dynamic area of online digital communication and explores some of the key questions and issues facing academics and practitioners. Students undertaking the module will acquire the necessary knowledge and skills to support the implementation of digital communication objectives in support of business goals including customer acquisition, loyalty and community building. Students will be able to critically evaluate the characteristics of individual online digital media, and select appropriate tools from the range available to execute digital communication in support of organisational objectives.

Practical Implementation of Digital Media Platforms
In this module students will have the opportunity to apply relevant academic theory and leverage online digital media tools and techniques in support of organisational goals. Students will have the opportunity to apply specific digital media communication tools in a real-life business context and reflect upon the implications of digital media use from social, legal and ethical perspectives.

Research Methods
This module will introduce students to fundamental problems, principles, approaches and tools for designing and managing research. The module will facilitate the development of skills for acquiring, combining and assessing evidence to support findings and hypotheses. It will enhance their understanding of legal, professional, ethical and societal concerns related to scientific research. The student will understand key processes involved in designing, managing and reporting scientific research. The student will learn fundamental skills and techniques for critically assessing research outcomes.

Year three

The Communication dissertation aims to enable students to design and carry out an independent piece of research. It is intended that this will strengthen their ability to interpret and apply research data to a work environment. The research will focus in depth on one area of communication.

Application date

Application is through the University's online application system.

Enrolment and start dates

Start Date: September 2019

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