Curricular information is subject to change.
• Build distinctive brand assets
• Build campaigns that convert
• Balance brand building and activation for maximum long-term profitability
• Balance offline and online channels for maximum effectiveness
• Target both broad reach and niche segments with sophistication
• Build a robust first-party data strategy
• Develop a keen understanding of the ethics around omnichannel tracking
• Evaluate the effectiveness of marketing communications, avoiding common pitfalls
| Student Effort Type | Hours |
|---|---|
| Lectures | 24 |
| Autonomous Student Learning | 144 |
| Total | 168 |
Not applicable to this module.
| Description | Timing | Component Scale | % of Final Grade | ||
|---|---|---|---|---|---|
| Participation in Learning Activities: Participation and small assignments | Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 | Graded | No | 10 |
No |
| Quizzes/Short Exercises: In-class quiz (closed book) | Week 4, Week 8, Week 11 | Graded | No | 55 |
No |
| Group Work Assignment: Final project with a presentation component | Week 12 | Graded | No | 35 |
No |
| Resit In | Terminal Exam |
|---|---|
| Spring | No |
• Group/class feedback, post-assessment
Not yet recorded.