Digital Design and Branding MSc

Digital Branding Strategy

The main aim of this module is to provide students with the understanding and skills to:

• develop a strategic approach to branding and its links to digital media and organisational performance
• to evaluate the current state of the relationship between branding and digital design, digital promotion and management
• to build future scenarios in response to new trends.

Brand Experience Design

In this module, students take a holistic approach to exploring brand experience territory and focus on conceptualising and designing both the core brand experiences (e.g. brand identity graphics) and various brand promotion artefacts used in social media, online advertising, public relations etc. The practical design side of the module is complemented by lectures on state of the art in digital branding, marketing and graphic design.

Digital Design

The aim of this module is to provide theoretical knowledge and practical skills of digital design in the context of creative digital branding, with an emphasis on information architecture, user experience (UX) and web and mobile applications design.

Digital Media Technologies

This module offers understanding and appreciation of the various digital media technologies that support digital branding.

Multimedia Research Directions

The module introduces concepts of different types of research, presents methods to identify research topics, formulate approaches and prepare research plans - and provides guidance on performing research experiments and evaluating novel digital systems and artefacts.

Major Project

The dissertation requires students to design a digital experience (e.g. a smartphone app, a website, a digital game, a collection of viral videos) for a chosen brand. The project involves the full design cycle, including design research (user and market), design requirements analysis, experience prototyping and testing and budget planning.

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