Programme And Module Handbook
Course Details in 2026/27 Session

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Module Title LH Branding in the Digital Age
SchoolBirmingham Business School
Department Marketing
Module Code 07 33127
Module Lead TBC – Dubai flying faculty, c/o Sarah Montano
Level Honours Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-45 hours
Guided independent study-155 hours
Total: 200 hours
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 33127-01 : Assignment 1-Brand Positioning and Image Audit Report : Coursework (50%)
33127-02 : Assignment 2-Brand Concept Development for the Digital Age : Coursework (50%)
Assessment Methods & Exceptions Assessment:
2 x coursework elements equivalent to a 2,000 word essay (50% each)

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