WM9A8-15 Creating a Digital Brand
Introductory description
Digital branding has become essential for modern organisations because consumers now form impressions and build trust primarily through online interactions. In an increasingly crowded digital landscape, a coherent digital identity is critical for visibility and long term competitiveness. Strong digital branding not only drives recognition but also boosts engagement, conversion, and customer loyalty by creating consistent, emotionally resonant experiences across platforms. Whilst digital channels offer organisations the opportunity to quickly launch and build an online brand, it also brings risks and challenges. The module explores these issues, and the relevant technologies, and gives participants experience in building a digital brand from the ground up.
Module aims
The module aims to enable participants to develop a critical understanding of how digital environments shape brand identity, brand value, and consumer perceptions and analyse the strategic role of branding in a digital‑first marketplace. It will equip students with the skills to design and manage cohesive digital brand experiences across multiple platforms, ensuring consistency in visual identity, messaging, and user experience. It will also facilitate students’ skills in evaluating contemporary digital branding tools, data insights, and emerging technologies, and applying them to build strong, trustworthy, and culturally relevant brands.
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.
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.
- Digital brands and branding, brand positioning, brand identity, brand equity.
- Brand assets, brand features, brand heritage, brand storytelling.
- Consumer-brand relationships online.
- Digitl brand partnerships.
- Brand crises and reputation management online.
- Branding on social media and digital brand analytics.
- Cross-cultural digital branding.
Learning outcomes
By the end of the module, students should be able to:
- Develop a comprehensive understanding of digital branding and brand development.
- Execute comprehensive research of the potential target audience for a new brand.
- Create a new online brand with distinctive brand assets targeting specific audiences.
- Identify and apply optimal methods for managing online brand reputation through digital rebranding strategies.
- Critically analyse a range of digital tools to perform online brand analytics.
Indicative reading list
Reading lists can be found in Talis
Specific reading list for the module
International
Examples and case studies examined and discussed in the classroom and during online independent learning will relate to a variety of international companies operating on a global market.
Subject specific skills
Brand development, strategic brand management, online reputation management, digital rebranding, digital brand analytics.
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 (independent) | 30 sessions of 1 hour (20%) |
| Private study | 30 hours (20%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
The materials, reading, tasks and activities for private study and independent learning will be provided on Moodle.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A5
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
|||
| Digital Rebranding Presentation | 30% | 18 hours | No |
|
To develop a rebranding strategy for an online brand (provided in the brief) with the focus on managing online reputation and using digital brand analytics. |
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Reassessment component |
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| Digital rebranding strategy report | No | ||
|
To develop a rebranding strategy for an online brand (provided in the brief, different to the original) with the focus on managing online reputation and using digital brand analytics. |
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Assessment component |
|||
| Digital Brand Report | 70% | 42 hours | Yes (extension) |
|
To create a new online brand for a target audience provided in the brief, including new identity, brands assets, potential partnerships, management of customer relationships and the opportunities to expand internationally. |
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Reassessment component |
|||
| Digital Brand Report | No | ||
|
To create a new online brand for a target audience provided in the different brief, including new identity, brands assets, potential partnerships, management of customer relationships and the opportunities to expand internationally. |
|||
Feedback on assessment
Written feedback for both assessments. Verbal feedback will be provided for the classroom activities during the module.
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)