Social media and information applications are transforming business. This module introduces students to the practice and strategy development of digital and social media design and branding. The module uses a practical approach; students will learn and apply design skills to support digital marketing activities. Students will also cover principles of branding in an online environment context. Contemporary social media issues and business cases will be introduced and discussed.
Indicative topics to be covered are likely to include:
• Applications of digital media tools and technologies
• The challenges and opportunities of digital social media
• Branding in digital environments
• Interactive online/Internet marketing activity implementation strategy and planning
• Designing strategic online messages, campaign planning for digital media
• Social media campaign management
• eWOM management
• Social media analytics and tools
• Economic, cultural and political factors that influence online social media design and branding
Private study hours: 128
Contact hours: 22
Total hours: 150
Main assessment methods
Individual Design Plan, 2000 words (40%)
Individual Development Report, 3000 words (60%)
Reassessment methods
100% coursework
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1. Demonstrate a systematic and comprehensive understanding of contemporary technologies and software used in the capture, processing, design and production of digital content and services.
2. Critically evaluate and apply appropriate contemporary technologies and tools in social media management in different contexts.
3. Provide advice on how organisations can use digital media effectively for stakeholder engagement, product and service promotion and crisis response strategies.
4. Demonstrate advanced and critical knowledge of the process of design and development of digital and social media strategic campaigns.
5. Demonstrate understanding of the key characteristics of new media communications and platforms in different contexts.
6. Demonstrate an understanding of branding principles when applied to digital environments.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1. Use a range of established techniques to initiate and undertake critical analysis of information.
2. Effectively communicate information, arguments and analysis in a variety of forms
3. Demonstrate an ability to critically identify issues and formulate solutions.
4. Use self-direction, initiative and planning in the context of independent learning and the management of assignments
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
