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
- Collaboratively formulate and apply a branding framework to create a new online brand
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 | 15 sessions of 1 hour (10%) |
| Seminars | 15 sessions of 1 hour (10%) |
| Online learning (scheduled sessions) | 44 sessions of (0%) |
| Online learning (independent) | 30 sessions of 1 hour (20%) |
| Private study | 30 hours (20%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
Materials added to Moodle plus MS Teams space for Module plus reading list materials.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A4
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Digital Brand Presentation | 30% | 20 hours | No |
|
Creating a brand identity for an imaginary business. A video submission, recorded and submitted to Tabula or online is allowed. Peer reviewed. |
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Reassessment component |
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| Digital Brand Report | Yes (extension) | ||
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Presentation of brand guidelines for an imaginary business. Can be recorded and submitted to Tabula. To follow industry standard guidelines and best practices for brand guideline reports (details provided during lectures and modules). To include sections such as:: Introduction |
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Assessment component |
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| Business Report | 70% | 40 hours | Yes (extension) |
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A business-style report discussing core topics in digital brand creation and management |
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Reassessment component is the same |
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Feedback on assessment
Peer-reviewed and verbal feedback for in-module elements.
Written feedback and annotated scripts for post-module element
Clarification for Resubmission Students:
For resubmission, students will complete a 10-minute recorded poster presentation demonstrating their ability to meet LO5 independently. This addresses the issue of 'collaboratively' stated in the original outcome.
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)