MKT4015S Digital Brand Management

Academic Year 2024/2025

"Module Descriptor:
This module is designed to assess the ways in which brands, as a company asset, can be made to acquire and sustain value
in the marketplace. The nature of alternative brands is analysed as well as the skills and tasks required of brand managers in order
to manage and sustain brands in a digital context. Consideration is given to brand management, navigation, value, opportunities, threats,
and sustainability. The aim is to introduce the perspective of branding as an embedded element in sociological, anthropological, and
psychological theories of consumer behaviour and culture, thereby looking beyond the rigid confines of purely `business' viewpoint.
The course is devised around a blend of lectures, discussion, case studies, and guest speakers.

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Curricular information is subject to change

Learning Outcomes:

Learning Outcomes:
On completing this module, students will be expected to be able to specify the concepts of brands and branding from both
a company and consumer perspective; Demonstrate a critical understanding of brand management, brand equity, brand metrics, and brand longevity; Explain and analyse the integrated brand planning approach; Classify the reasons behind and prerequisites for brand innovation and reinvention and repositioning; Appreciate brands as mediums for meaning transfer in today's society.

Student Effort Hours: 
Student Effort Type Hours
Specified Learning Activities

80
Autonomous Student Learning

150
Lectures

20
Total

250
Approaches to Teaching and Learning:
Lectures, case studies, group discussions, etc 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment(Including Essay): Assignment n/a Standard conversion grade scale 40% No

40
Assignment(Including Essay): Assignment n/a Standard conversion grade scale 40% No

60

Carry forward of passed components
No
 
Remediation Type Remediation Timing
Repeat Within Two Trimesters
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Tan Boon Hua Tutor
Dr Christina Burke Tutor
Ms Susan Calderon Urbina Tutor
Ms Michele Connolly Doran Tutor
Shirley Ho Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Shawn Wong Tutor
Siti Zarifah Tutor