Module overview
Compelling brand narrative underpins all successful brands, providing a comprehensive and strategic framework for all brand communications and storytelling, and building emotional connections with consumers. On this module you will acquire knowledge and understanding of how to successfully communicate brands through digital and traditional marketing, in a global and cultural context. You will explore contemporary, innovative and creative brand communication strategies, including brand associations and the important role brand stories and storytelling play in communicating the brand. You will explore emerging trends such as augmented reality, virtual reality, the use of AI in e-commerce, and experiential marketing. You will gain an understanding of how media and channel choices should align with both target audience and the brand, and the importance of consistent brand narrative, voice and visuals in all brand communications.