Brand management in the digital era

Module title:

Brand management in the digital era

Module overview:

The objectives of this module are to enable students to:
Apply the concepts of a brand and manage its role in traditional marketing, digital marketing and digital platforms,
Apply the tools of brand reputation management and manage the reputation in the digital and non-digital environment

This module introduces students to the concept of brand and explains its role in traditional marketing, digital marketing and digital platforms. Students will have an opportunity to study important key fields of a brand, its structure and architecture, and study and present an anthropomorphic brand applicable to contemporary digital realm. Students will be able to manage brand reputation from the beginning having in mind digital surrounding as a determining factor, especially when it comes to digital brand stakeholders, social distribution and shift in power which enables the stakeholders to independently influence the brand.

It is important for students to take this module in order to learn how to use tools and channels of brand communication in an effective way with an aim to guard, strengthen and differentiate organisation as a brand, as well as to achieve business goals influenced by the brand. The students will be able to work on a start-up brand and introduce it to the digital market. Furthermore, this module will teach students to measure, maintain and improve digital brand reputation and sentiment as well as to comprehend and use a holistic approach to brand from the perspective of both internal and external stakeholders.
In this module students will learn:
Evaluate and recommend conditions and elements necessary to introduce a successful brand to a digital environment
Introduction and Importance of Brands
Branding in Digital
Brand Management
Brand Identity and Brand Positioning
Necessary components of a brand for digital survival
Brand Equity and Customer Journey
Guest Speaker: Developing Brand Identity
Strategies for Maintaining Brand Reputation in Digital
Brand Architecture
Brand Growth
Brand Communication
Roles and Functions of Strategies
Guest Speaker: Brand Management Role in the Company
Brand Tracking
New Brand Management

Literature:

Required readings:
1. Cornelissen, J. (2017) Corporate Communication: A Guide to Theory and Practice. 5th edn. London: SAGE Publications
2. Kapferer, J.N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating and Sustaining Brand Equity). 5th edn. London: Kogan Page Limited.

Supplementary readings:
Rowles, D. (2020) Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. 2nd edn. London: Kogan Page Limited.
Neumeier, M. (2005) Brand Gap, The: Revised Edition. [n.k.], Berkeley, CA: New Riders.
Moore, G. (2014) Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream. 3rd edn. New York NY: Harper Business.
Pulizzi, J. (2013) Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. [n.k.], New York, NY: McGraw-Hill Education.
Russell, A. (2020) The Influencer Code: How to Unlock the Power of Influencer Marketing. [n.k.], Hobart, NY: Hatherleigh Press.
(2021) Mediatoolkit blog, [Online]. Available at: (Accessed: 5 May 2021)
(2021) Reputation X, [Online]. Available at: (Accessed: 5 May 2021)
(2021) Status Labs Blog, [Online]. Available at: (Accessed: 5 May 2021)
(2021) The Shelf, [Online]. Available at: (Accessed: 5 May 2021)