1. Analyse the characteristics and functions of key social media platforms and their suitability for defined target audiences.

Knowledge & Understanding

2. Apply guided creative techniques to plan, produce and share digital content using standard tools and platforms.

Application & Problem Solving
Digital Literacy


3. Explain ethical, legal and sustainability considerations relevant to social and digital media practice.

Critical Reasoning & Collaboration
Communication

4. Reflect with support on own creative practice to identify strengths, weaknesses and development goals, recognising emerging professional interests in digital marketing.

Reflection
Personal Development & Entrepreneurship

Option A – Patchwork Assessment (100%)

A structured Patchwork Assessment consisting of five short, interconnected tasks completed across the module. Students produce analysis, creative content, performance interpretation, ethical reflection, and an integrative commentary. The final submission combines all patches into one cohesive assessment demonstrating achievement of all module learning outcomes.

Option B – Inclusive Alternative Assessment (100%)

A Digital Campaign Project Report of up to 2,000 words integrating audience insight, content planning, performance evaluation, ethical considerations, and reflective development into one structured submission. This alternative assessment supports accessibility and offers a fully inclusive assessment route. The breakdown is as above. This would be submitted in a single submission.

This module introduces students to the principles and practices of digital content creation and social-media strategy within contemporary marketing contexts. It explores how organisations use storytelling, content design, and platform strategy to communicate brand messages and engage audiences effectively.

Indicative topics include

Social-Media Platforms and Audiences – Overview of major platforms (e.g. Instagram, Facebook, TikTok, LinkedIn, YouTube, X/Twitter, others as appropriate) and their functions; audience segmentation, targeting, and engagement principles.

Content Creation and Curation – Guided techniques for producing creative digital content, including short-form video, blog posts, visuals, and social copywriting.

Planning and Scheduling Tools – Introduction to social-media management platforms (e.g. Canva, Hootsuite, Meta Business Suite) and basic scheduling strategies.

Performance Measurement and Analytics – Interpreting metrics and secondary data to evaluate engagement and reach; understanding insights dashboards and reporting conventions.

Ethical, Legal, and Sustainability Issues – Examination of copyright, data protection, influencer transparency, greenwashing, and digital responsibility in content practice.

Digital Storytelling and Brand Voice – Applying narrative techniques to align brand identity with audience needs.

Inclusive and Accessible Content Design – Ensuring accessibility standards, tone of voice, and representation within digital communications.

Professional Development and Reflection – Identifying transferable skills and exploring emerging career pathways in content strategy, social-media management, and digital marketing.

Can you turn ideas into scroll-stopping content?

In this module, you’ll learn how to plan, create and share digital content that connects brands with their audiences. You’ll explore how different social-media platforms work, use guided creative techniques to produce engaging posts and short videos, and evaluate what makes campaigns perform well. Alongside hands-on practice, you’ll discuss ethical and sustainable digital marketing. By the end, you’ll have built the creative and strategic foundations to progress towards a career in digital marketing, communications or content management.

Learning on this module combines interactive workshops, guided practice, and independent study to support students in developing both creative and analytical skills. The module adopts an applied approach, encouraging students to learn by doing while connecting their practice to relevant theory and professional standards.

Indicative learning activities include

Lectures and interactive workshops introducing key concepts in content creation, audience analysis, and social-media strategy.

Practical sessions and digital labs providing guided, hands-on experience with industry-standard tools for content design, scheduling, and analytics (e.g. Canva, Hootsuite, Meta Business Suite).

Collaborative learning activities such as peer feedback sessions, case studies, and group critiques to develop communication and reflective skills.

Formative patchwork tasks that allow students to build elements of their final portfolio incrementally with tutor and peer support.

Independent study involving further reading, content experimentation, and completion of portfolio components.

Guest talks or practitioner insights (where available) to provide industry context and examples of ethical, inclusive, and sustainable practice in digital marketing.

The teaching strategy promotes inclusivity by offering flexibility in content creation tools, communication styles, and submission formats. Students receive formative feedback throughout the module to support the development of both technical and reflective capabilities.

Aim for a maximum of 5 key texts, published within the last 5 years, where possible.

Hanlon, A. (2025) Digital Marketing: Strategy, Planning & Disruption (3rd edn). London: SAGE Publications. Available at: https://uk.sagepub.com/en-gb/eur/digital-marketing/book287854

Digital Marketing: Strategy, Implementation and Practice by Dave Chaffey & Fiona Ellis-Chadwick (anticipated 2025 9th edition) https://www.davechaffey.com/books/

Adobe Express– content design and templates

Meta Business Suite – campaign scheduling and analytics

Hootsuite or similar – social-media scheduling and monitoring

Google Analytics Demo Accounts – performance evaluation