MRKT9025 - Digital Brand Development

Module Details

Module Code: MRKT9025
Title: Digital Brand Development
Long Title: Digital Brand Development
NFQ Level: Expert
Valid From: Semester 2 - 2016/17 ( January 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module looks at the role of branding for organisations in a digital era. It focuses on both the need for developing content for both internal and external marketing, and learning the tools to create compelling stories via text, images, audio and video. It is designed to help students develop a creative mindset.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Produce written content that reflects the different styles pertinent to web-based platforms
LO2 Critically evaluate the role that audio, video and imagery play in communicating with customers
LO3 Select the most appropriate visual communications tool to create brand content
LO4 Critically evaluate and apply the concept of internal marketing as a strategic tool in a variety of complex situations.
LO5 Propose following a critical evaluation a comprehensive digital marketing plan for brands.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Branding and Digital Marketing Communications
The main themes of customer-based brand equity, brand positioning, managing brand elements, using integrated marketing communications to build brand equity and secondary brand associations are introduced and critically appraised through reference to contemporary journal academic literature.
Tools for Digital Storytelling
Writing content for the web, use of video in telling the story, images, audio, using a Smart Phone to create a video/podcast, uploading to digital channels and monitoring results
Digital Brand Management
Brand Equity. Brand Positioning/Images/Associations. Brand Modelling. Brand Management.
Digital Video Introduction
Students will be introduced to the various theories of Pre-Production; Production and Post-Production. Strong focus on using mobile phones to capture stories for brands
Internal Marketing
Students will be introduced to the role of marketing within an organisation and how digital tools impact on employee awareness of the organisations brand qualities
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 70
Timing Sem End Learning Outcomes 1,2,4,5
Assessment Description
Live group case study on developing a brand content strategy for an organisation
Assessment Type Practical/Skills Evaluation % of Total Mark 30
Timing Every Week Learning Outcomes 3
Assessment Description
Students will demonstrate the ability to create personal brand content online via choice of a video, a podcast, a set of images / infographics or a set of blogs. Students will post it to appropriate social media and measure impact.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Direct Contact with student Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Reading, Research, Case Studies and Work Based Learning Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Reading, research and case studies Every Week 5.00 5
Lecture Contact Class based instruction Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Richard J Varey, Barbara P Lewis. Internal Marketing: Directions for Management, Routledge, [ISBN: 978041521317].
  • Gary Vaynerchuk. (2016), #AskGaryVee: One Entrepreneur's Take on Leadership, Social Media, and Self-Awareness, Harper Collins, [ISBN: 978006227312].
  • Daniel Rowles. (2014), Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement, [ISBN: 978074946995].
  • Jeremy Miller. (2015), Sticky Branding: 12.5 Principles to Stand Out, Attract Customers, and Grow an Incredible Brand, [ISBN: 978145972810].
Recommended Article/Paper Resources
  • Irish Marketing Journal.
  • The Drum.
  • Harvard Business Review.
  • Inc.
  • Irish Marketing Review.
  • Adweek.
This module does not have any other resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 2 Elective