Short Title:Digital Media for Marketing
Full Title:Digital Media for Marketing
Module Code:DMKT H1017
ECTS credits: 10
NFQ Level:6
Module Delivered in 3 programme(s)
Module Contributor:Isobel OReilly
Module Description:The aim of this module is to introduce learners to the Digital Media industry. It will provide a background context for the production of still image and video capture. Learners will study how the digital camera produces a digital image, how images are stored and how images are displayed. In addition to providing a contextual background, this module will introduce learners to some of the basic tasks involved in the production of digital media such as image capture, video capture and basic editing. After completing this module learners will be able to work in a typical client based marketing environment where digital media production skills will be a valuable asset.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Describe how digital images are produced and displayed.
  2. Demonstrate how to use photographic concepts such as aperture, shutter speed, reciprocity, sensitivity (ISO), focus, white balance, f-stops and exposure.
  3. Discuss the digital photography workflow from capture to presentation.
  4. Capture, digitise and edit video content
  5. Develop basic computer graphic skills and an awareness of design technology

Module Content & Assessment

Indicative Content
Digital Media Background
The history of digital media; The role of digital media in today’s society; The career opportunities in the digital media industry.
Basic Computer skills for digital media
Access to college accounts; access to networked storage areas; use of college email and online learning resources such as MOODLE; management, storage and backup of digital media assets. A basic introduction to digital publishing tools, still images formats and compression.
Digital video capture and editing
Hardware /software requirements for capturing digital video; features and workings of a modern digital video camcorder, types of storage including DV tapes and hard drive type camcorders; capturing video using a digital camcorder; transfer of raw video to computer via firewire; basic timeline editing techniques; adding titles and simple special effects to video; saving and exporting digital video projects for distribution on DVD or the web. Awareness of issues surrounding the use of digital content for use in different video formats including widescreen, PAL, NTSC, and HD.
Digital image capture
Focus, Exposure, Aperture priority, Shutter Speed priority, Manual, Program, Metering, Sensitivity (ISO), White balance
Digital Image Workflow
Transfer of photographs from camera to computer. Backup of photographs to external drive or DVD. Image management, tagging and identification. Image manipulation and correction using contrast, brightness, colour temperature, exposure, red eye removal and noise reduction. Image resolution, resizing and cropping. Image effects such as black and white, blurring, sharpening, vignette, sepia tone… Colour calibration for print and screen.
Post production
Working with industry standard post production software incorporating layout, desktop publishing and elements of graphic design.
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Lab work Students are required to carry out a number of supervised lab based assessments in order to demonstrate knowledge and practical understanding. Labs can be based on numerous topics covered in weekly lectures. 1,2,3,4,5 50.00 Every Week
Project Students are required to a brochure incorporate 2-D image skills to fulfil a marketing objective. 1,2,3,4,5 50.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 60.00
Every Week 130.00
Every Week 30.00
Recommended Book Resources
  • Gorham Kindem, Robert B. Musburger PhD 2009, Introduction to Media Production: The Path to Digital Media Production,, 4 Ed. Ed., Focal Press [ISBN: 978024081082]
  • Jim Miotke 2005, The Better Photo guide to digital photography, Amphoto Books New York [ISBN: 0817435522]
Supplementary Book Resources
  • Langford 2010, Langford’s Basic Photography, 9th Ed. Ed., Focal Press [ISBN: 0240521688]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 1 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 1 Mandatory
BN_BDMKT_XDE Certificate in Digital Enterprise. Minor award of the Bachelor of Arts (Honours) in Digital Marketing 1 Mandatory