MKT3001S Branding in a Digital Era

Academic Year 2021/2022

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.

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Curricular information is subject to change

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


Autonomous Student Learning




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 Open Book Exam Component Scale Must Pass Component % of Final Grade
Examination: Examination 2 hour End of Trimester Exam No Graded No


Assignment: Main Assignment Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
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 Tutor
Dr Andrew Keating Tutor
Justin Kung Tutor
Dr Aiqing Ling Tutor
Dr Penelope Muzanenhamo Tutor
Rachel Sim Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Siti Zarifah Tutor