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MKT4029H

Academic Year 2023/2024

Brand Management in Digital Age (MKT4029H)

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

Curricular information is subject to change.

Brands, merely a label for some people, are one of the most essential parts of firms’ success. Brands such as Apple ($246 B), Google ($173 B), and Facebook ($71 B) are not only valued at astronomic rates but also provide strong meaning to consumers. 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
3. Gain insight on leveraging brands through digital assets and channels

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Total

24

Approaches to Teaching and Learning:
Lectures and project work

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 In Module Component Repeat Offered
Attendance: Class Contribution Throughout the Trimester n/a Graded No
20
 No
Examination: Take-Home Exam / Individual Case Assignment Week 5 No Graded No
30
 No
Group Project: Brand Audit Project and Presentation Week 11 n/a Graded No
50
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Spring No
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
Ms Michele Connolly Doran Lecturer / Co-Lecturer
Dr Efe Camurdan Tutor
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Miss Clare Griffin Tutor
Robert Kreuzbauer Tutor
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