University of Technology Sydney

570101 Branding in the Digital World

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2022 is available in the Archives.

UTS: Communication: Strategic Communication
Credit points: 6 cp
Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject focuses on brands in the digital space. It explores the principles of branding and how the online environment has shaped and impacted brand management due to the multiple touchpoints of the digital?customer journey. By the end of the session, students gain a better understanding of branding strategies in the digital environment.

Subject learning objectives (SLOs)

a. Critically analyse the evolution of contemporary branding
b. Understand the relationship between digital platforms and  brand management
c. Identify opportunities and challenges for effective brand management across diverse media contexts
d. Understand the implications of brand management in a digital environment compared with traditional environments

Course intended learning outcomes (CILOs)

This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:

  • Evaluate relevance and contribution of advanced digital marketing techniques to analyse business issues and apply critical thinking and creativity to integrate the solutions in decision making (1.1)
  • Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to diverse people, cultures and contexts (2.1)
  • Critically evaluate and apply principles of ethical and social responsibility, sustainability, and cultural diversity, including knowledge of Indigenous values, to digital marketing practice (3.1)
  • Critically evaluate relevance of advanced digital marketing techniques for contemporary business issues and apply critical thinking to integrate creative solutions in decision making (4.1)

Teaching and learning strategies

This subject is made up of six modules delivered online over six weeks (one module per week). Students work through each module at their own pace, with asynchronous interactive exercises attached to each module’s topic. Within each module, content will be delivered through a mixture of reading material, short videos, interactive and/or collaborative activities, discussion forums, and both essential and suggested readings. There are 3 online interactive synchronous activities, in weeks 1, 4 and 6.

Assessment

Assessment task 1: Brand Audit

Objective(s):

a, b and d

Weight: 20%
Length:

500 words

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Application of subject content 40 b 1.1
Pertinence of examples chosen 20 d 4.1
Clarity of explanation 40 a 2.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 2: Brand Narrative Strategy Report

Intent:

You will work to understand the role that different short and long term activities play in developing a brand narrative, and develop strategies to utilise the opportunities for brands that digital platforms can provide.

Objective(s):

b, c and d

Weight: 40%
Length:

Length: 1200 words

Format: This should be written in report format.

Ensure that the document you upload contains filename: Surname_Student number_Course number_Assessment 2.

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Consistency of brand narrative across short and long term activities 30 b 1.1
Pertinence of activities for developing brand identity 30 d 4.1
Relationship between multiple channels to build brand story 30 c 1.1
Understanding of relationship between multiple stakeholders when building a brand story. 10 d 3.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 3: Critical Analysis

Objective(s):

a, b and d

Weight: 40%
Length:

1200 words

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Application of subject content 40 b 1.1
Pertinence of brand chosen 30 b, d 4.1
c. Clarity of explanation 30 a 2.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes