Course Code: MKT541
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Synopsis

MKT541 Digital Branding introduces brand strategy development and management in the digital era where the marketplace is rapidly evolving, driven by constant innovation and digital technology. This course equips students with relevant knowledge and brand management frameworks that will help them cope with the innovative digital disruptions that is occurring at an accelerated pace. On this premise, this course focuses on the following key areas. Firstly, it explores the impact of digital revolution on branding. The theories and techniques that underscore the audit and evaluation of digital brand touchpoints vis-a-vis the competition are emphasised. This is followed by examining the key concepts underlining brand strategy, coupled with the construction of positioning for brands that is both relevant in the digital space and traditional marketplace. The final area covers the theories and practical applications of digital brand engagement to captivate target audience through storytelling, content management and online campaigns. This is accompanied with an emphasis on digital brand health tracking, where students are able to apply tools to analyse and evaluate the strength and impact of their brand as a result of the digital strategy implementation and execution.
Level: 5
Credit Units: 5
Presentation Pattern: EVERY REGULAR SEMESTER

Topics

  • How brands cope with digital revolution
  • Digital brand audit
  • Developing an innovation roadmap for the brand
  • Developing digital brand strategy
  • Applying the building blocks of digital brand strategy
  • Considerations and applications of digital brand elements
  • Leveraging on the power of brand story-telling on digital platforms
  • Considerations for protection of core brand assets - trademark considerations
  • Managing digital brand assets
  • Managing brand engagement on digital platforms
  • Understanding tools, channels and dynamics
  • Analysing and evaluating brand health across digital and non-digital platforms

Learning Outcome

  • Analyse the different extent brands have influenced their target audience across different digital touchpoints.
  • Appraise the evolving role of branding in the digital space and how to align it with traditional platforms.
  • Evaluate the usage of different elements of a brand strategy framework in defining a digital brand strategy.
  • Compare the different approaches towards transformational branding for staying ahead of the competition in both the on-line and off-line space.
  • Assess different types of alternative channels and formats for brands to engage their target audience on the digital space.
  • Apply an innovation framework for developing new ideas towards transformational branding to effectively engage the target audience.
  • Construct a strategy that is relevant for brands to engage their target audience on both on-line and off-line touchpoints.
  • Formulate brand management structure and processes where brands can engage their target audiences on multi-channels on digital platforms.
  • Create a brand health tracking plan to monitor the impact of the brand on their target audience on digital platforms.
  • Demonstrate proficiency in communication.
  • Improve proficiency in group work.
Part-time Programmes / CET Courses

Date and Duration

DayDateWeekTime
Tuesday24/2/2026719:00 - 22:00
Tuesday3/3/2026819:00 - 22:00
Tuesday10/3/2026919:00 - 22:00
Tuesday17/3/20261019:00 - 22:00
Tuesday24/3/20261119:00 - 22:00
Tuesday31/3/20261219:00 - 22:00


Target Audience

Executive interested in digital marketing.

 

Relevance of Course to employment/upskilling/reskilling

The Digital Branding course is highly relevant to employment as it equips learners with the conceptual and practical skills required for contemporary branding roles in a digital-first environment. Learners develop the ability to analyse brand performance across digital touchpoints, design coherent digital brand strategies, and align brand identity with platform-specific execution, which are competencies commonly expected in digital marketing and branding roles.

For working professionals, the course supports upskilling by extending traditional branding knowledge into digital contexts such as social media, content platforms, and data-driven brand management. Learners are trained to integrate strategic branding frameworks with digital tools and metrics, enabling them to enhance their effectiveness and decision-making within their current roles.

The course also facilitates reskilling for individuals seeking to transition into digital branding or digital marketing careers. By combining foundational branding theory with applied digital strategy, the course provides a structured pathway for learners from non-branding or non-digital backgrounds to acquire industry-relevant skills and confidently reposition themselves in the job market.


Admissions pre-requisite

Refer to graduate CET admissions and also include Admission Eligibility Criteria for Graduate CET Modular Courses (Admission Eligibility Criteria for Graduate CET Modular Courses).

 

Schedule

TimeAgenda
Seminar 1Via Zoom/Face to Face
19:00 - 20:20Ice breaker
How brands cope with digital revolution
20:20 - 20:40Break
20:40 - 22:00Digital brand audit
Seminar 2Via Zoom/Face to Face
19:00 - 20:20Case presentation - Exercise
Developing digital brand strategy
20:20 - 20:40Break
20:40 - 22:00Developing an innovation roadmap for the brand
Seminar 3Via Zoom/Face to Face
19:00 - 20:20Case Presentation 2 - Exercise
Applying the building blocks of digital brand strategy (part 1)
Develop Brand vision and Brand Positioning
20:20 - 20:40Break
20:40 - 22:00Applying the building blocks of digital brand strategy (part 2)
Develop Brand Personality
Seminar 4Via Zoom/Face to Face
19:00 - 20:20Considerations and applications of digital brand elements
20:20 - 20:40Break
20:40 - 22:00Leveraging on the power of brand story-telling on digital platforms
Seminar 5Via Zoom/Face to Face
19:00 - 20:20Managing digital brand asset
20:20 - 20:40Break
20:40 - 22:00Considerations for protection of core brand assets - trademark considerations
Seminar 6Via Zoom/Face to Face
19:00 - 20:20Analysing and evaluating brand health across digital and non-digital platforms
20:20 - 20:40Break
20:40 - 22:00Understanding tools, channels and dynamics
Managing brand engagement on digital platforms

 

Assessments

Assignments, Online Test, Others, Written Exam, PARTICIPATION

 

Trainer info

Dr. Lau Kong Cheen is a recognized thought leader in brand strategy and the Head of the Marketing Programme at the Singapore University of Social Sciences (SUSS). With a career that effectively bridges the commercial and academic worlds, Dr. Lau brings more than over a decade of high-impact industry experience to the classroom.

Prior to his academic tenure, he held senior leadership roles including Deputy CEO of A.S. Louken, a prominent brand consulting firm, and Regional Director at Market Probe. In these capacities, he drove strategic brand transformations for major international and regional clients such as Marina Bay Sands, Changi Airport Group, Toyota, and Resorts World. His consulting expertise focuses on translating complex market data into actionable brand strategies, specifically within the luxury and digital marketing sectors.

Beyond the boardroom, Dr. Lau is an active voice in the marketing community. He frequently provides expert commentary on market trends for media outlets like The Straits Times and CNA, and his research on brand personality and consumer behaviour is published in top-tier international journals. In this course, Dr. Lau leverages this unique dual perspective—blending rigorous academic theory with battle-tested consulting insights to equip students with the strategic tools needed to navigate today’s dynamic business landscape.

 

 

Course Completion requirements

Participants are required to achieve at least 75% attendance and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.

  • Participants are required to complete all surveys and feedbacks related to the course
  • The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice.
  • Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice

 

Course Fees, payment and refund policy

 International Participants Singapore Citizens (below 40yrs), Permanent Residents Singapore Citizens (40yrs and above) SkillsFuture Mid - Career Enhanced Subsidy1Enhanced Training Support for SMEs2 (Singaporean and PRs)
Course Fees (A) $3,168.00 $2,640.00 $2,640.00 $2,640.00
SSG Grant (70%) (B)  $1,848.00 $1,848.00 $1,848.00
Nett Course fees (A) - (B) = (C) $3,168.00 $792.00 $792.00 $792.00
9% GST on Nett course fees (D) $285.12 $71.28 $71.28 $71.28
Total nett course fees payable including GST (C) + (D) $3,453.12 $863.28 $863.28 $863.28
Less additional funding if eligible under various schemes (F) $-   $-   $528.00 $528.00
Total nett course fees payable including GST, after additional funding form the various schemes (E) - (f) = (H) $3,453.12 $863.28 $335.28 $335.28
1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singapore citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.

For the various payment mode, please refer here.
For the refund policy, please refer here. 

 

For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email: [email protected]