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

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 Type Hours




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
Attendance: Class Contribution Throughout the Trimester n/a Graded No


Examination: Take-Home Exam / Individual Case Assignment Week 5 No Graded No


Group Project: Brand Audit Project and Presentation Week 11 n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Michele Connolly 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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