| CODE | CRC5613 | ||||||||
| TITLE | Branding and Digital Story Telling | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Corporate Communication | ||||||||
| DESCRIPTION | Several organizations, including businesses are increasingly recognizing the strategic value of 'branding' their products and services in an online context. Very often, they are using digital storytelling techniques to build their brand among online users. Brand managers need to know when, where and how to use creative branding strategies, set message goals, produce stories that are relevant to their target audiences, and evaluate their effectiveness. Therefore, this study-unit focuses on customer-centric branding strategies that are intended to enhance the organizations' image and reputation. At the end of the course, participants shall acquire appropriate knowledge on brand management and corporate branding strategies. They will appreciate the importance of enhancing the organizations' brand equity through the digital media. Study-Unit Aims: At the end of the study-unit students shall be able to analyse international brands from the perspective of companies operating both in consumer good and industrial markets. Specifically, the unit will seek to: - Provide students with a strong background to the role of brand positioning and brand resonance in equity building and successful brand management; - Allow students to appreciate the role of product and corporate branding and the increased importance of umbrella branding Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Build the necessary knowledge to operate effectively in pursuit brand management marketing. - Improve the understanding of the impact of digital technologies on global offerings and brand strategy - Apply marketing activities in support of sustainable competitive advantage and equity building for brands 2. Skills: By the end of the study-unit the student will be able to: - Identify, analyze, and apply marketing thinking to the circumstances of global brands - Develop brand strategies and develop supporting activities for firms operating at an international level Main Text/s and any supplementary readings: Main Texts: - Keller Kevin L Strategic Brand Management: Building, Measuring and Managing Brand Equity, Essex, UK: Pearson. Supplementary Readings: - Students would do well to also refer to a number of brand and marketing journals. These include: Journal of Product and Brand Management, Journal of Brand Strategy, Journal of Brand Management. |
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| STUDY-UNIT TYPE | Seminar and Independent Study | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Mario Cassar |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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