The paper proposes a strategy for designing introductory GIS modules at Birkbeck, University of London. Seven design aspects or elements (content, practical exercises, assessment, pace, mode, level of support, and level of difficulty) for tailoring modules at appropriate levels and for diversity are introduced and their application in Birkbeck's context discussed. Students' perceptions on those elements, obtained from surveying a subset of students who had taken multiple introductory GIS modules, is then presented. The paper concludes with a discussion on the relevance of the proposed design elements, reflecting on the differences between tutor's design intentions and students' perceptions.