This module provides an examination of the core concepts and theories that underpin digital marketing communication, including a review of different platforms and approaches. Platforms include social media, online adverting and PR, gamification, search and retail systems. Theories include approaches to critiquing technological progress, diffusion of innovation, aspects of play and of community and issues relating to the co-construction of value. The module also considers ethics in the use of digital media and how digital media may be used for research. The theoretical approach taken in the module invites consideration of dissertation topics.