Integrating Digital Media and Branding
This unit award aims to provide you with a good understanding of the fragmented nature of media management. It will equip you with the skills and knowledge- necessary to evaluate and integrate brand propositions, both online and offline.
The four sections comprise of: offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC).
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Content
Specialist digital units
Learning Outcomes
This unit award aims to provide you with a good understanding of the fragmented nature of media management. It will equip you with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline.
The four sections comprise of: Offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC)
Learning Outcomes
• Evaluate the importance of integrating diverse media in communications.
• Analyse the challenges of integrating communications via online and offline media.
• Discuss the new role of social media and networks in communication.
• Employ an integrated approach to creating, sustaining and promoting a brand.
• Appraise the evolving nature of communications through mobile devices and converging technologies.
• Evaluate the role of key performance indicators in Integrated Marketing Communications.