MKT4029H Brand Management in Digital Age

Academic Year 2022/2023

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.

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Curricular information is subject to change

What will I learn?

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

How will I learn?

Student Effort Type	Hours
Lectures	24
Total	24

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Attendance: Class Contribution	Throughout the Trimester	n/a	Graded	No	20
Examination: Take-Home Exam / Individual Case Assignment	Week 5	No	Graded	No	30
Group Project: Brand Audit Project and Presentation	Week 11	n/a	Graded	No	50