Module Details

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Code COMM511
Coordinator Dr WM Motta Guarneros
Communication and Media
Year CATS Level Semester CATS Value
Session 2020-21 Level 7 FHEQ First Semester 20


The module aims to:

Provide students with an adequate level of literacy in online communication, including the potentialities offered by digital media to improve strategic communication and the impact of digital media on the communications of various kinds of organisations.

Introduce students to relevant applications of digital media in the business sector, as well as the fields of public administration , non-profit organizations and international cooperation.

Teach students how to exploit digital media to design effective communication strategies online. Offer students the opportunity to develop a project of online communication strategy design.

Learning Outcomes

(LO1) Students will have an advanced understanding of the main theories of online communication, the main domain of application of digital media and the relation throughout history between ICT development and society.

(LO2) Students will acquire familiarity with a wide range of digital media and gain awareness of their impact on strategic communication in different contexts.

(LO3) Students will be able to provide advice on how an organisation can use digital media effectively for stakeholder engagement, product and service promotion and crisis response strategies.

(LO4) Students will have an advanced and critical knowledge of the process of design and development of an online communication-based strategic messages.

(S1) Business and customer awareness basic understanding of the key drivers for business success – including the importance of innovation and taking calculated risks – and the need to provide customer satisfaction and build customer loyalty

(S2) Communication, listening and questioning respecting others, contributing to discussions, communicating in a foreign language, influencing, presentations

(S3) Information technology (application of) adopting, adapting and using digital devices, applications and services

(S4) Media literacy online critically reading and creatively producing academic and professional communications in a range of media

(S5) Problem solving/ critical thinking/ creativity analysing facts and situations and applying creative thinking to develop appropriate solutions.

(S6) Research management developing a research strategy, project planning and delivery, risk management, formulating questions, selecting literature, using primary/secondary/diverse sources, collecting and using data, applying research methods, applying ethics

(S7) Team (group) working respecting others, co-operating, negotiating / persuading, awareness of interdependence with others



The module includes the following topics: Theories on diffusion and adoption of new ICTs. Social media and Web 2.0/3.0/4.0: functions and uses. Digital and social media marketing strategy: online marketplace analysis, B2C and B2B digital marketing, evaluation of digital performance. Digital and social media for crisis communication. Designing strategic online messages, campaign planning for digital media.

Teaching and Learning Strategies

Teaching Method 1 - Lecture
Description: Taught lessons are meant to introduce and explain theories and concepts to the students.
Attendance Recorded: Yes

Teaching Method 2 - Group and Individual Projects
Description: Scheduled hours will be spent to give instructions to the students, discuss common problems and to the final presentation of the group project. Unscheduled hours will be spent for tutoring sections where the teaching staff assists and advises student groups in the development of their projects.
Attendance Recorded: Yes
Unscheduled Directed Student Hours (time spent away from the timetabled sessions but directed by the teaching staff): 10

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 11



Timetable (if known)              
Private Study 165


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Group Project: Group digital social media campaign. Presentation of the group project. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous a  10 minutes per group    60       
Individual Project: Individual digital social media campaign or Stukent simulation. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessmen  Completion of 16 sim    40       

Recommended Texts

Reading lists are managed at Click here to access the reading lists for this module.