MKT42320 Branding in the Digital Age

Academic Year 2021/2022

Brands are arguably the most important asset of any company, yet many marketing practitioners often lack the knowledge of creating and sustaining a strong brand, especially in the current digital age. This module examines how to build a brand with strong equity while using digital tools and channels most effectively. Take a look at the learning outcomes below to discover more about the content.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

Upon successfully completing this module, you will:

- Have an understanding of why companies invest heavily in creating brands with high equity, and opportunities and threats that the digital age brings to branding.
- Attain a step by step framework on creating a brand with high equity and how each step can be leveraged through digital tools and channels.
- Learn how to tackle branding matters specific to the current digital environment such as transmedia brand storytelling, branding and digital disruption, and brand growth in today's age.

How will I learn?

Student Effort Type	Hours
Lectures	36
Total	36

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Assignment: Brand Audit Project (to be completed individually or in pairs)	Week 12	n/a	Graded	No	65
Presentation: Brand Wars (to be completed in groups)	Throughout the Trimester	n/a	Graded	No	35

Carry forward of passed components
No

What happens if I fail?

Remediation Type	Remediation Timing
In-Module Resit	Prior to relevant Programme Exam Board

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.