mk3004

Module code: MK3004

This module explores the issues of consumer behaviour and digital brand engagement in contemporary markets.  You will examine how technology reshapes brand communication and customer experience as well as exploring digital ecosystems.  The psychology of consumption is central to analysis.

We will guide you through the theories and concepts associated with brand equity, social media marketing, digital analytics, and online consumer journeys.  You will explore influencer marketing and omnichannel strategies.  Data-driven marketing performance measurement is introduced and brand storytelling in digital contexts is examined.

You will evaluate how organisations build strong brands in increasingly digital environments.  You will develop analytical skills to interpret digital marketing metrics.  Applied projects strengthen your ability to design integrated campaigns and critical reflection on privacy and data ethics is encouraged.

You will also consider how digital transformation alters consumer decision-making processes.  Global digital platforms and cross-cultural branding are analysed.  Sustainability and authenticity in branding are explored and by the end of the module you will understand how digital strategy shapes brand competitiveness.