This module explores the evolving relationship between marketing communication strategies and new media consumers. A key theme will be assessing the impact of interactivity and consumer creativity and the shift from 'mass' media to 'my' media. The module will introduce students to the working practices and disciplines within The New Media landscape. These include web page design, creating advertising within the 'banner' and 'skyscraper' formats, writing for the web with key word recognition embedded in the text, search engine registration, portal development, viral marketing, working to a brief and to a budget, and managing consumer dialogue.