Module Overview

Digital Media for Marketing

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.

Module Code

DMKT H1017

ECTS Credits


*Curricular information is subject to change

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.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100