Digital Branding

Course Overview

A crucial element of a business’s success is based on its performance, values, and products and services, and brand recognition signals this success. In today’s economy, branding has transitioned to a business’s representation digitally through its marketing and promotion of itself. This course provides an in-depth exploration of digital branding strategies and techniques. Participants will learn how to build and manage a strong digital brand presence across various online platforms, including social media, websites, and search engines. Through case studies, hands-on exercises, and real-world examples, participants will develop the skills and knowledge necessary to create impactful digital branding campaigns that resonate with target audiences and drive business growth.

Upon completion of this course, participants will have the ability to develop and implement effective digital branding strategies that enhance brand visibility, engage audiences, and build brand loyalty in the digital landscape.

  • Course Code: DIGM120

  • Course Credits: 4.0

  • Course Hours: 80


No prerequisite to this course.

Course Details

  • Understanding Digital Branding
  • Email Marketing
  • Online reputation management
  • Search Engine Optimization (SEO)
  • Customer relationship management and technology
  • Social Media
  • Content Creation and Copywriting
  • Online Advertising

Learning Outcomes

Upon successful completion of the course students will be able to;

  • Describe the basic concepts of e-marketing and analyse online conversations in various media.
  • Name the different types of e-mail and describe the nine steps in executing an e-mail campaign, followed by planning an e-mail campaign for a business.
  • Identify when it is best to use online advertising, distinguish types of display advertising, and describe ad servers and advertising networks by demonstrating knowledge through case studies.
  • Discuss the fundamental concepts of affiliate marketing, tracking and cookies, identification of when things can go wrong, and the tools an affiliate needs.
  • Describe what a search engine does and the foundations of SEO.
  • Describe how pay-per-click advertising works, keywords and match types, and plan and set up a PPC campaign as part of a team.
  • Outline the concepts of bookmarking and aggregating, content sharing, crowdsourcing, creating content and opinion, and the rules of engagement for social media and marketing whilst demonstrating use of a blog and podcast.
  • List the steps of online reputation management and the rules to recover from an online brand attack.
  • Describe how web public relations (WebPR) works, its tactics, press releases, and an online pressroom to the point of writing a targeted online article to communicate about an organisation.
  • Demonstrate an ability to show how online copywriting works, both in short and long copies, by drafting copy for a scenario.
  • Explain the reason for electronic customer relationship management (CRM) and use technology to produce an online survey and/or participate in a specific chatroom or similar technology.
  • Discuss strategies for e-marketing, such as the internet and marketing mix, how to develop a marketing plan, and various online tools for gathering market intelligence.

Learning Methods

  • Lecture/presentation
  • Discussions
  • Individual assignments and group exercises/case studies
  • Facilitated group work
  • Online activity