WM9A8-15 Creating a Digital Brand
Introductory description
Digital branding has become a key topic in modern business, in all sectors. Whilst digital channels offer organisations the opportunity to quickly launch and build an online brand, it also brings risks and challenges. This module explores these issues, and the relevant technologies, and gives participants experience building a digital brand from the ground up
Module aims
The module aims to give participants hands-on experience of building a brand using the latest, cutting-edge digital technologies and techniques. As such, the module incorporates both theory and practice, to provide the tools required to innovate and optimise a digital branding strategy in near realtime . The module culminates in a practical simulation of digital brand development, using industry-standard tools.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
- Key concepts of digital branding
- Branding fundamentals
- On- and off-line branding
- Online PR
- Creating a digital brand
- Market and competitor analysis
- The business model canvas
- Brand identity
- Creating digital media
- The digital media mix
- Digital media software
- Logos and icons
- Maintaining a digital brand
- Reputation management
- Brand guardianship
- Partners and associations
- Brand guardianship
- A practical simulation of the above topics
Learning outcomes
By the end of the module, students should be able to:
- Develop a comprehensive understanding of digital branding and brand development
- Critically evaluate relevant case studies to determine best practices and strategic models
- Critically evaluate markets and industries, and identify opportunities for innovation.
- Demonstrate a thorough comprehension of, and an ability to apply best practice in digital brand creation
Indicative reading list
View reading list on Talis Aspire
Interdisciplinary
A mixture of technology/computing topics and business topics
International
Topics are of high international demand
Subject specific skills
Industry analysis skills, technology analysis and identification of relevant applications in a variety of marketing contexts , the ability to design and develop a convincing business model, creative technologies for marketing
Transferable skills
Presentation skills, research, teamwork, creative design, critical thinking
Study time
| Type | Required |
|---|---|
| Lectures | 16 sessions of 1 hour 30 minutes (16%) |
| Seminars | 14 sessions of 1 hour 30 minutes (14%) |
| Assessment | 105 hours (70%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | |
|---|---|---|
| Digital Brand Presentation | 20% | 15 hours |
|
Creating a digital brand and a full lifecycle branding plan |
||
| Post Module Assingment | 80% | 90 hours |
|
A business-style report discussing core topics in digital brand creation and management |
||
Assessment group R
| Weighting | Study time | |
|---|---|---|
| Post Module Assingment | 100% | |
|
A business-style report discussing core topics in digital brand creation and management |
||
Feedback on assessment
Verbal feedback for in-module element. Written feedback and annotated scripts for post-module element
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)