Branding Using Social Media

Singapore University of Social Sciences

Branding Using Social Media (CET310)

Applications Open: 01 October 2021

Applications Close: 30 November 2021

Next Available Intake: January 2022

Course Types: Modular Undergraduate Course, SkillsFuture Series

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: General Studies

Schemes: Lifelong Learning Credit (L2C)

Funding: SkillsFuture

School/Department: Centre for Continuing & Professional Education

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Synopsis

Students will learn the core principles of brand management and apply them in the social media and digital environment. Students will also learn how to implement an integrated digital marketing programme through social media so as to maximise a brand’s equity and attain its desired market position in the minds of consumers.

Level: 3
Credit Units: 5
Presentation Pattern: Every semester

Topics

Introduction to Brand Management
Frameworks for Social Media Strategy Development
Formulate Social Media Strategy for Brand Building
Understanding Customer-Based Brand Equity
Understanding the Value of IMC Concepts in Social Media Branding
Applying IMC Strategies to Social Media Branding
Establish Brand Equity Through Building brand Resonance
Executing Digital Content Management for Social Media Branding
Deploying Social Media Engagement for Brand Resonance
Monitoring Brand Equity Through Social Media
Understanding Brand Safety in Social Media
Develop and Execute Integrated Digital Marketing Programme

Learning Outcome

Analyse the brand management process in social media environment
Examine the meaning and various sources of brand equity
Discuss the role of brand resonance in social media environment
Assess how brands leverage social media to engage prospects and customers
Demonstrate the importance of a brand mantra in establishing a brand position
Illustrate the importance of brand safety in social media environment
Develop brand mantras to guide the brand management process
Create and build brand equity through social media platforms
Formulate a branding strategy using appropriate social media platforms
Execute integrated digital marketing programme through social media platforms