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.
This module seeks to provide participants with an advanced understanding of the role of marketing in corporate strategy. It builds upon a foundation in Marketing Management (which it is assumed all students will have already studied) by taking a higher-level focus on corporate strategy, viewed through a marketing lens. This module combines an exposure to latest concepts and research on corporate and marketing strategy with extensive experience in application to a range of companies and industry situations, from traditional to digital, and from domestic to global. The focus is on building stakeholder value by growing businesses both organically and through acquisition. Topics cover all stages of company development from start- up, to market entry, new product launches, public flotations (lPOs), mergers and acquisitions, divestiture and turnaround. The course is highly interactive and problem-based, with an emphasis on real life cases currently making news in the business world.
Social media enabled significant changes in consumer media behavior, resulting in fundamental shifts in the way marketers communicate and interact with consumers. This course aims to provide the theoretical knowledge and practical insights for integrating social media into the marketing mix, understanding and engaging social media consumers, and monitoring and measuring the results of these efforts.
This course is designed as a hands-on experience where students will actively create content, manage a social media presence and measure the effect of their social media efforts.
This module offers students the opportunity to apply their learning from other modules in a practical applied digital project on behalf of a client. This module is closely tied to MKT41020 Marketing Research & Analytics, during which students will undertake primary and secondary research on behalf of their client. Working in teams, students will use the findings from their research as the basis for devising a digital marketing strategy for this client. Teams will present their digital marketing strategy to the client at the end of the trimester, in competition with other teams in the class. Two winning teams will be chosen who will present their strategy to the whole class.