1. BA(Hons) Digital Media
Periodic Review
Patrick Allen: Programme Leader
p.t.allen@bradford.ac.uk

2. Three Scenarios
•
Rob: a component, male home
student.
•
Xiaqjun: international (2+2) student.
•
Sue: a competent, female home
student.

3. SWOT Analysis
STRENGTHS
Breadth and Depth
Skillset Approval
Final Year performance
Destinations and
Employability
All shared modules, focus on
digital imaging and graphics
in year 1.
WEEKNESSES
Lack of IDENTITY
- Brand
- Cohort
Loss of disciplinary focus.
OPPORTUNITIES
Growth in International
Student intake.
- Agreement with BUCT
- Macromedia (past and
present?)
Bridge with other
programmes.
Develop emphasis on Design
and Multiple Platforms.
THREATS
Poor recruitment over last two
years.
Poor conversion to PG.
Competition:
- National
- Local
- Internal

4. The Curriculum
Framework
•
Academic Development and
Critical Thinking.
•
Employability and
Professionalism.
•
Inclusivity.

5. How do you re-design a programme that is
general to become one that has a specific
disciplinary focus?
A brand new programme?
Re-name/re-badge the old one?
Example: BA Photography for Digital Media.