Semester 3

Which brands make you happy? Apple? Starbuck? Google? How do companies create compelling brand experiences ? Brands are among the most valuable assests of many firms. Paying special attention to topics in branding, this course highlights the strategic implications of branding for organizations and delivers a set of tools for effective brand management. This course will discuss brand tactics and management, brand impact, planning and analysis, and protecting the brand. Since branding is both a strategic and creative venture, student will learn how to combine analytical and strategic thinking with creative development of ideas. This course promotes a more holistic understanding of business based on the assumption that branding serves a fundamental strategic function. Branding is the kernel of a firm’s activity, not another aspect of marketing, but marketing itself.

By the end of this course, students are expected to:

LO 1. Interpret the importance of content marketing for businesses,

LO 2. Concept the right content in accordance with customer journey map,

LO 3. Design a content and a content planner for a business,

LO 4. Analyze elements of Content Marketing

LO 5. Create frameworks in relevance to the content management and content planner elements.