Singapore University of Social Sciences

Digital Branding (MKT541)

Applications Open: 01 April 2019

Applications Close: 31 May 2019

Next Available Intake: July 2019

Course Types: Certificate Course, Modular Graduate Course

Language: English

Duration: 6 months

Fees: $2200 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education + (ACE+), Lifelong Learning Credit (L2C)

Funding: SkillsFuture


Synopsis

MKT541 Digital Branding introduces brand strategy development and management in the digital era where the marketplace is rapidly evolving, driven by constant innovation and digital technology. This course equips students with relevant knowledge and brand management frameworks that will help them cope with the innovative digital disruptions that is occurring at an accelerated pace. On this premise, this course focuses on the following key areas. Firstly, it explores the impact of digital revolution on branding. The theories and techniques that underscore the audit and evaluation of digital brand touchpoints vis-a-vis the competition are emphasised. This is followed by examining the key concepts underlining brand strategy, coupled with the construction of positioning for brands that is both relevant in the digital space and traditional marketplace. The final area covers the theories and practical applications of digital brand engagement to captivate target audience through storytelling, content management and online campaigns. This is accompanied with an emphasis on digital brand health tracking, where students are able to apply tools to analyse and evaluate the strength and impact of their brand as a result of the digital strategy implementation and execution.

Level: 5
Credit Units: 5
Presentation Pattern: Every July

Topics

  • Digital brand audit
  • Developing a transformation roadmap for the brand
  • Developing digital brand strategy
  • Leveraging on the power of brand story-telling on digital platforms
  • Considerations for protection of core brand assets - trademark considerations
  • Case studies - why some brands succeed and others fail in digital branding
  • Managing brand engagement on digital platforms
  • Understanding tools, channels and dynamics
  • Evolution of brand management structure
  • Coping with digital revolution
  • On-line and off-line touchpoints
  • Analysing and evaluating brand health across digital and non-digital platforms

Learning Outcome

  • Analyse the different extent brands have influenced their target audience across different digital touchpoints.
  • Appraise the evolving role of branding in the digital space and how to align it with traditional platforms.
  • Evaluate the usage of different elements of a brand strategy framework in defining a digital brand strategy.
  • Compare the different approaches towards transformational branding for staying ahead of the competition in both the on-line and off-line space.
  • Assess different types of alternative channels and formats for brands to engage their target audience on the digital space.
  • Apply an innovation framework for developing new ideas towards transformational branding to effectively engage the target audience.
  • Construct a strategy that is relevant for brands to engage their target audience on both on-line and off-line touchpoints.
  • Formulate brand management structure and processes where brands can engage their target audiences on multi-channels on digital platforms.
  • Construct brand health tracking plan to monitor the impact of the brand on their target audience on digital platforms.
  • Demonstrate proficiency in communication.
  • Demonstrate proficiency in group work.
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