Course Details in 2023/24 Session

Module Title	LH Branding in the Digital Age
School	Birmingham Business School
Department	Marketing
Module Code	07 31947
Module Lead	Chelsea Harfield and Alessandro Gerosa
Level	Honours Level
Credits	20
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	The purpose of the module is to develop a systematic understanding of the key aspects of branding within the context of the evolving digital age. This will ensure that students are kept up to date with developments at the forefront of the discipline, from a theoretical and practical perspective. Students will develop a conceptual understanding of key issues of relevance in order to devise and sustain arguments, and apply ideas and techniques with the discipline. Students will be exposed to current research and scholarship and will be encouraged to test the limits of knowledge related to the on-going evolution of the digital landscape in relation to branding.
Learning Outcomes	By the end of the module, students should be able to: Apply the methods and techniques covered in the module in order to review, consolidate, extend and apply their knowledge and understanding in initiating and carrying out projects Critically evaluate arguments, assumptions, abstract concepts and data to inform judgements about branding in the digital age and offer solutions to relevant problems. Demonstrate a systematic understanding of key aspects of branding in the digital age Demonstrate the ability to critically engage with key theory underpinning the module
Assessment	31947-01 : Coursework 1 : Coursework (50%) 31947-02 : Coursework 2 : Coursework (50%)
Assessment Methods & Exceptions	Assessment: 2 x coursework elements equivalent to a 2,000 word essay (50% each) N/A
Other
Reading List