1. Demonstrate a critical understanding of different approaches to developing a digital marketing brand strategy, for your work-based organisation
Learning Outcomes - Knowledge and Understanding

2. Critically apply digital marketing theories to produce a professional tactical digital marketing plan to communicate a selected brand image for your work-based organisation
Learning Outcomes - Application, Communication

3. Demonstrate knowledge of emerging themes in digital brand management and development particularly within an international context
Learning Outcomes - Knowledge and Understanding

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, OS14, OS15, OK1, OK3, OK4, B1, B4, B7), Assessment 2 (LO2, LO3, OS1, OS5, OS6, OS13)

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS1: Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing.

OS5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours.

OS6: Manage, plan, specify, lead and report on digital marketing projects.

OS13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.

OS14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.

OS15: Interpret, communicate and brief internal or external stakeholders on digital business requirements.

OK1: The strategic implications of the disruptive digital environment.

OK3: The leading marketing theorists and practitioners when managing and implementing brand equity, brand awareness and strategic brand management.

OK4: Professional bodies and their insights into emerging technologies, trends and themes within the digital marketing environment.

B1: Ability to communicate and actively listen at all levels.

B4: Demonstrate business disciplines and compliance with procedures and principles to ensure work is of high quality and fit for purpose, with high attention to detail and the ability to work to deadlines.

B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.

Digital brand management requires adequate development, resourcing and monitoring in aim to maintain longevity in performance. This module encourages you to take a strategic approach to branding products and services, providing a consistent message with corporate branding and reputation management, in the context of digital marketing. You will learn brand strategy and develop skills in establishing and positioning the strategy within the digital marketing environment. This module provides insight into the brand defining elements and how they are delivered to maintain the brand strategy.

Key topic areas:
Defining elements; Promise, Perception, Trust, Values, Voice, Personality
Understanding the basic concept of brand strategy
Creating a digital brand identity
Developing brand architecture and brand image
B2B and B2C branding
Branding a range of industry sectors
Advantages and disadvantages of brand extension and stretching strategies
Exploring global vs local brand control
Brand specific strategies including celebrity endorsement, premium selling, use of social media
Impact of sustainability
Digital brand communities
Digital marketing metrics to determine brand performance

Brand management requires adequate development, resourcing and monitoring in aim to maintain longevity in performance. This module encourages you to take a strategic approach to branding products and services, providing a consistent message with corporate branding and reputation management.

Scheduled learning and teaching activities.

To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

These are indicative only. You will be expected to complete independent extended reading.

Rowles, D. (2018) Digital Branding; a complete step-by-step guide to strategy, tactics and measurement. 2nd edition. Kogan Page, London

De Chernatony, L and McDonald, M., Creating Powerful Brands (2012) Elsevier, Oxford ISBN-10: 1856178498
ISBN-13: 978-1856178495

Kapferer J N, The New Strategic Brand Management (2004) Kogan Page, London ISBN-10: 0749442832

Keller, K L, Strategic Brand Management (2007) Pearson, Harlow ISBN-10: 0131888595

Riezebos R, Brand Management (2003) Pearson, Harlow ISBN-10: 0273655051 ISBN-13: 978-0273655053

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends