Digital Branding Course | SkillsFuture CET Courses

Singapore University of Social Sciences

Digital Branding (MKT541)

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 REGULAR SEMESTER

Topics

How brands cope with digital revolution
Digital brand audit
Developing an innovation roadmap for the brand
Developing digital brand strategy
Applying the building blocks of digital brand strategy
Considerations and applications of digital brand elements
Leveraging on the power of brand story-telling on digital platforms
Considerations for protection of core brand assets - trademark considerations
Managing digital brand assets
Managing brand engagement on digital platforms
Understanding tools, channels and dynamics
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.
Create a brand health tracking plan to monitor the impact of the brand on their target audience on digital platforms.
Demonstrate proficiency in communication.
Improve proficiency in group work.