Course Code: DCM310
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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 REGULAR 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
Part-time Programmes / CET Courses

Who Should Attend

This course is designed for a dynamic mix of working professionals, entrepreneurs, and SUSS undergraduates seeking to bridge the gap between academic marketing frameworks and real-world digital execution. The course is ideal for marketing practitioners, brand managers, and business owners who want to move beyond basic digital tactics to focus on building enduring customer-based brand equity. Learners will leave equipped to translate core integrated marketing concepts into actionable, future-ready social media strategies.


 

Relevance of Course to employment/upskilling/reskilling

This course directly addresses the current skills gap in the marketing industry by moving learners beyond basic social media posting and into strategic brand management. For those entering the workforce or seeking to upskill, the course connects academic frameworks directly to everyday industry practice. In this course, professionals also learn how to build, measure, and protect brand equity through concrete, actionable strategies. For career switchers and entrepreneurs looking to reskill, the course provides a hands-on approach to digital branding, equipping them with the practical communication and analytical skills that employers and modern businesses actually require.


Admissions Prerequisites

    • At least 18 years of age
    • GCE 'A' level with two passes (prior to 2006) or two H2 passes (from 2006), or local polytechnic diploma; or International Baccalaureate (IB) Diploma; or NUS High School Diploma
    • Applicants with a Diploma from ITE, or other Diploma qualifications plus an acceptable SAT or ACT (with Writing) score may be considered for admission on a case-by-case basis
    • If not, at least 5 GCE 'O' Levels & an interview

     

     

    Schedule

    WeekDayTimeTopic
    1Tuesday7pm - 10pm
    • Introduction to Brand Management
    • Frameworks for Social Media Strategy Development
    2Tuesday7pm - 10pm
    • Understanding Customer-Based Brand Equity
    • Understanding the Value of IMC Concepts in Social Media Branding
    3Tuesday7pm - 10pm
    • Applying IMC Strategies to Social Media Branding
    • Establish Brand Equity Through Building brand Resonance
    4Tuesday7pm - 10pm
    • Executing Digital Content Management for Social Media Branding
    • Deploying Social Media Engagement for Brand Resonance
    5Tuesday7pm - 10pm
    • Understanding Brand Safety in Social Media
    • Monitoring Brand Equity Through Social Media
    16Tuesday7pm - 10pm
    • Formulate Social Media Strategy for Brand Building
    • Develop and Execute Integrated Digital Marketing Programme

     

     

    Assessments

    The overall course grade is determined by

    • Pre-class quizzes, Tutor-marked assignment, Group Based assignment and Proctored Examination

     

     

    Trainer Info

    Dr Ng Mei Zhen is an academic professional and Head of Programme at SUSS, specializing in marketing, social media branding, and pedagogy. Passionate about lifelong learning, she brings a highly practical, industry-aligned approach to the course: Branding Using Social Media. Through innovative teaching methods like applied digital simulations, MeiZhen empowers learners to translate core marketing theories into actionable, real-world digital brand strategies.


     

    Course Completion requirements

    • Attendance: Participants must achieve at least 75% attendance.
    • Assessment: Participants must sit and pass all prescribed assessments and submit all course work stipulated in the section Assessments.
    • Evaluation: Participants are required to complete course evaluations conducted by SUSS and SSG at the end of the training.

    Students who achieve at least 75% attendance and meet the course completion requirements will be awarded a Certificate of Completion. For those who do not meet the course requirements, a Certificate of Participation will be issued instead.

     

    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)
    Full Course Fees (A) $1,753.00$1,461.00$1,461.00 $1,461.00
    SSG Grant Rate (B) 0%70%70%70%
    SSG Grant (C)- $1,022.70$1,022.70$1,022.70
    Nett course fees
    (A) - (C) = (D)     		$1,753.00$438.30$438.30$438.30
    9% GST on Nett course fees (E)$157.77$39.45$39.45$39.45
    SSG Enhanced Funding Rate (F)0%0%20%20%
    SSG Enhanced Grant (G)-- $292.20$292.20
    Total nett course fee payable, including GST
    (D) + (E) - (G) = (H)    		$1,910.77$477.75$185.55$185.55

    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. (University Tuition Fee Payment Methods | SUSS | SUSS)

    For the refund policy, please refer here. (Tuition Fees | SUSS | SUSS)

     A written request for a refund must be submitted and is subject to approval. If written notice of withdrawal is given within the cooling off period1 and before the course start date, a full refund of the fees paid less an administrative charge of $110.00 (exclusive of GST) will be given. No refund will be given for withdrawal thereafter.

     1The cooling off period is defined as 7 working days after payment of course fee.

    For clarification, please contact the SUSS Academy via the following:

    Telephone: +65 6248 0263
    Email: [email protected]