Digital Branding and Retailing

• • • Brand equity and consumer memory.
  • • Building a strong brand.
  • • Brand equity management in a multimedia, multi channel environment.
  • • Retailer branding.
  • • Brand architecture.

No eligibility requirements

Additional requirements

No additional requirements

Brands are a key source of competitive advantage for firms. Yet, building and maintaining a strong brand in an increasingly digital environment is an on-going challenge. In this subject, you will learn the fundamental principles and theories of branding that apply both online and offline. You will also examine the opportunities and challenges that marketers face to build and manage their brands in increasingly complex, multi-channel environments. At the end of the course, you will have put yourself in the shoes of a brand manager and developed the necessary skills to build, manage and optimize brand performance within a highly complex modern world.

• Individual assessment Development of a brand health tracking survey (1500 word equivalent). (30%)
• Group project and presentation 4-5 students per group. 1000-words per student. (30%)
• 2-hour final examination 2000 word equivalent. (40%)

For textbook details check your university's handbook, website or learning management system (LMS).