A warm welcome to Marketing and Branding in the Digital Age!

This module seeks to extend the depth of knowledge about the development of marketing strategies, and their implementation, as well as building theoretical insights and perspectives necessary for the strategic management and development of brands in a digital age.

On completion of the module students will understand the processes adopted by marketing professionals: analysis, development of marketing strategies, and critically, the ways in which these strategies are implemented, and refined in response to tactical/short term imperatives.
By the end of the module, you will also know both theoretically and practically how to build brand meaning, connect with consumers, consumer collectives and tribes, tackle brand management challenges, and leverage digital and traditional channels to deliver compelling brand stories.

The course will be divided into two sections as follows,
1- Marketing Strategy from analysis to implementation
- Introduction to marketing strategy
- Marketing Management and Challenges
- Market Sensing and Learning
- Strategic Marketing Choices
- Positioning and Differentiation
- Societal Challenges for companies in a globalised world
- Good Vs Bad Strategies
- Infrastructure and Implementation

2- Branding in the Digital Age
- History and Importance of Brands
- Developing Brand Equity
- Creating Brand Identity: Aesthetics and Symbolism
- Understanding Brand users in an attention economy
- Brand Ethics and Brand Crisis
- Consumer Collectives, Brand Avoidance and Political Consumption
- Brand Consistency and Relevance
- Brand Performance and Metrics
- Brand Growth: Architecture and Extensions
- Brand Globalism and Futures
- Branding and Storytelling in a Digital World

The course will delivered by going through presentations and discussing brand case studies and reading material. The sessions will be interactive and will use real life examples and brand to ensure relevance and transferability of knowledge and skills.