This module examines the dynamic elements of branding
to communicate the essence of the organisation and its
offerings to the consumers. Using the strategic brand
management process, students will learn the development
and management of elements such as name, slogan and
logo. This module enables students to position branding
strategies to successfully shape consumer perceptions. It
includes creative decisions in developing an advertising
campaign, selecting the media and evaluating the
effectiveness. It also covers a complete suite of sales
promotion tools to equip students with the knowledge in
planning, strategy formulation and management of an
integrated marketing communications campaign.
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