This document summarizes a periodic review of the BA(Hons) Digital Media programme at Bradford University. It outlines three student scenarios and performs a SWOT analysis, identifying strengths in breadth/depth and skills but weaknesses in identity and disciplinary focus. Opportunities include international growth while threats include poor recruitment and competition. It discusses redesigning the general programme to have a specific focus, such as photography, and questions whether this requires a new programme or rebranding the existing one.