BSAM0004 Brand Marketing in the Digital World









Course Code BSAM0004  
Course Title Brand Marketing in the Digital World


Class Date 13, 15, 16, 17, 18 and 19 August 2022
Class Time 1:00pm – 3:30pm
Teaching Mode Online with live lessons  


Teacher Dr. Rosette Leung
Department of Marketing
The Chinese University of Hong Kong
Medium of Instruction English
Course Description The rapid development of digital technology has brought new opportunities and challenges to global businesses, which required marketers to develop innovative strategies for fulfilling the shifting consumer needs. This course is intended to introduce the fundamental knowledge and skills on marketing planning for brands with digital tools. Key topics of the course include the concept of branding, marketing competition, situation analysis, consumer behavior, brand marketing strategies, and digital touchpoints. International and local marketing cases will be discussed in class. At the end of the course, students will develop a digital marketing plan for a consumer brand in an innovative way.
Course Content
  • The concept of branding: brand equity, brand association, and tribalism etc.
  • Market competition analysis: brand perceptual map
  • Situation analysis: PEST and SWOT analysis
  • Consumer behaviour and consumer journey
  • Brand marketing: push versus pull, inbound versus outbound strategies
  • Digital touchpoints: digital devices, platforms, and channels
Learning Outcomes
  1. Discuss the concept of brand and the importance of branding to businesses.
  2. Conduct analysis to analyze the competitive marketing environment.
  3. Evaluate the digital consumer journey and behaviour in each stage of the journey.
  4. Develop an innovative marketing plan for brands through application of appropriate marketing strategies on various digital touchpoints.
Recommended Reading(s) / Reference(s)
  1. Doctoroff, Tom. Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing. First ed: New York, NY: Palgrave Macmillan, 2014.
  2. Heggde, Githa., and G. Shainesh. Social Media Marketing: Emerging Concepts and Applications, 2018.
  3. Marconi, Joe., and American Marketing Association. The Brand Marketing Book: Creating, Managing, and Extending the Value of Your Brand. Lincolnwood, Ill: NTC Business Books, 2000.
  4. Kotler, Philip, and Gary Armstrong. Principles of Marketing. 17e ed. New York, NY: Pearson, 2018.
  5. Kotler, Philip, and Kevin Lane Keller. Marketing Management. 3rd ed. New York: Pearson, 2016.
  6. Rana, Nripendra P., Emma L. Slade, Ganesh P. Sahu, Hatice. KizginNitish. Singh, Bldit. Dey, Anabel. Gutierrez, and Yogesh K. Dwivedi. Digital and Social Media Marketing: Emerging Applications and Theoretical Development, 2020.
  7. Shareef, Mahmud Akhter,. Yogesh K. Dwivedi, Vinod. Kumar, and SpringerLink. Mobile Marketing Channel: Online Consumer Behavior, 2016.
  8. Sheth, Malhotra, Sheth, Jagdish N, Malhotra, Naresh K, Gale Group, Gale Research Inc, Information Access Company, Primary Source Media, and Thomson Gale. Wiley International Encyclopedia of Marketing. Chichester, West Sussex, U.K.: Wiley, 2011.
  9. Vieria, Valter Afonso, Marcos Inácio Severo de Almeida, Colin G Gabler, Ricardo Limongi, Milena Costa, and Miriam Pires Da Costa. “Optimising Digital Marketing and Social Media Strategy: From Push to Pull to Performance.” Journal of Marketing Management, 2021, 1-31.
Course Assessment Class participation: Students are expected to attend all classes and participate actively. (10%)

Marketing plan presentation: Students in small groups will conduct research and develop and innovative digital marketing plan for a consumer brand. Each group will present the plan in the form of oral presentation in the last lecture (60%)

Self-reflection assignment: Individual student will submit a 500-word written reflection on their learning experience in the course. (30%)

The above course information is subject to change and approval.
   Last updated on 2 August 2022