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MKT3001S

Academic Year 2024/2025

Branding in a Digital Era (MKT3001S)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
10
Module Coordinator:
Dr Orna O'Brien
Trimester:
Autumn and Summer (separate)
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

In this module, we will discover what makes a brand successful especially in the current digital age. Throughout this course we will adopt both firm and consumer perspectives to learn about the fundamentals of brand management and how it can be leveraged through digital assets and channels.

About this Module

Learning Outcomes:

On completing this module, you will be able to:
1. Have an understanding on what brands mean to firms and consumers,
2. Attain a framework for managing brands as well as creating new ones, and
3. Gain insight on leveraging brands through digital assets and channels."

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

85
Autonomous Student Learning

102
Lectures

20
Total

207

Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment(Including Essay): Continuous Assessment Week 7 Standard conversion grade scale 40% No
40
 No
Exam (In-person): Examination Week 15 Standard conversion grade scale 40% No
60
 No

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?

General feedback is provided to students on all their submitted assessment components.

Name Role
A Anand Naidu Lecturer / Co-Lecturer
Markus Vanharanta Lecturer / Co-Lecturer
Dr Christina Burke Tutor
Ms Susan Calderon Urbina Tutor
Ms Michele Connolly Doran Tutor
Dr Andrew Keating Tutor
Justin Kung Tutor
Dr Aiqing Ling Tutor
Dr Penelope Muzanenhamo Tutor
Rachel Sim Tutor
Moses Simon Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Siti Zarifah Tutor
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