Integrating Digital Media and Branding 
The Integrating Digital Media and Branding module focuses on the various off and online communications channels that may be used as part of customer marketing campaign and how to integrate them effectively whilst managing the brand and minimising any conflict that may naturally occur.
The Integrating Digital Media and Branding module consists of 4 key elements:
- Understanding Offline Media
- Evaluate Online Digital Media
- Integrated Marketing And Branding Communications
- Employ Key Performance Indicators In Integrated Marketing Communications
Qualifications this module is part of:
Assessment Method – Assignment
Integrating Digital Media and Branding Overview
1. Understanding offline media
You will be introduced to the offline marketing communications environment which focuses on the objectives and role that it plays and how this is changing as part of the wider communications arena, the various components such as print, radio and coupons and how to manage them as part of the communications mix and specifically evaluating television and radio as a changing media.
2. Evaluate online digital media
During this aspect of the module you will discover more about the digital marketing environment including the role it plays, and mobile and permission marketing, learn to analyse and evaluate the effectiveness of the digital arena including aspects such as blogs, mobile and social networking, particularly when offline and online communications media interact as part of achieving communications objectives.
3. Integrated Marketing and Branding Communications
This element of the integrating digital media and branding module focuses on the role of the longer term Integrated Marketing Communications (IMC) on a global scale and how it integrates off and online communications and short burst campaigns alongside the role of print based media. It also considers the role and purpose of the digital and offline branding communications and environment such as online brand PR, customer relationships and interactivity.
4. Employ Key Performance Indicators in Integrated Marketing Communications
Understanding the effectiveness of integrated marketing communications is essential for assessing the success and this element will teach you how to apply key performance indicators (KPIs) such as conversion rates, cost per conversion and click rates to analyse this success and improve brand communications such as micro-blogging, offline advertising and virtual worlds. The final aspect considers the brand effectiveness including awareness, image, reputation, and brand loyalty.