DIGITAL BRANDING (2 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to: evaluate the brand health/performance in online and offline channels using the proper research methodology; identify the opportunities and/or issues in brand management based on the evaluation results; propose innovative solutions to a brand management problem; and compose the proposed innovation using several ICT tools.

Topics:

A brand is a creation by a company and its customers. It should clearly reflect the promise the company makes to its customers, based on the strategies and vision for the future of its business and products. Therefore, it is vital that a company understands exactly what the customers expect from the brand, and that it continually lives up to these expectations. The aim of brand management is to create a brand that will build a long-term relationship. With the development of digitalization in every channels and media, the role of brand has become increasingly important to maintain loyalty.  Branding is more than a marketing responsibility – it is an integrative business practice and has been built as a separate discipline within marketing. The course will explore various issues related to Brand Management, Brand Portfolio, Brand Personality, Brand Activation and Rejuvenation. The course requires students to perform the role as a Brand Manager who oversees the performance of brand over time.