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MRKT9025 - Digital Brand Development

Title:Digital Brand Development
Long Title:Digital Brand Development
Module Code:MRKT9025
Duration:1 Semester
Credits: 5
NFQ Level:Expert
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Stephen Ryan
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:
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.
Pre-requisite learning
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

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
No Co Requisites listed

Module Content & Assessment

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
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Live group case study on developing a brand content strategy for an organisation 1,2,4,5 70.0 Sem End
Practical/Skills Evaluation 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. 3 30.0 Every Week
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 institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Direct Contact with student 2.0 Every Week 2.00
Independent & Directed Learning (Non-contact) Reading, Research, Case Studies and Work Based Learning 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Reading, research and case studies 5.0 Every Week 5.00
Lecture Class based instruction 2.0 Every Week 2.00
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

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie