Study Guide

Objectives

The course provides the skills to build a brand in business. The course focuses on brand building from a sustainability perspective, integrated marketing communications and measuring impact in different channels.

On completion of the course, the student will
- knows what brand strategy and integrated marketing communication is
- understand the importance of responsible branding in business
- can build and develop a multi-channel brand
- understands the importance of marketing psychology principles in brand building
- knows how to measure the effectiveness of a brand

Content

- Brand strategy
- Integrated marketing communication
- Accountability
- Effectiveness of marketing communications
- Psychology of marketing

Assessment criteria, satisfactory (1-2)

Students understand the basics of brand building and the role of integrated marketing communications in business. Students will be able to define the importance of sustainability as part of business. They can identify ways to measure brand impact and understand the impact of marketing psychology in brand building.

Assessment criteria, good (3-4)

Students will apply a strategic perspective to building a multi-channel brand and integrated marketing communications. Students will articulate the importance of brand impact and be able to select appropriate impact metrics. The student will be able to explain the marketing psychological and business implications and linkages of responsible branding.

Assessment criteria, excellent (5)

Students will be able to recommend ways to build a multi-channel brand and integrated marketing communications from a strategic perspective. They will justify and evaluate the appropriate means of measuring brand effectiveness on a case-by-case basis. The student will be able to justify how a responsible brand supports business and how marketing psychology principles can be taken into account in different ways in building a responsible brand.