CMT3014 - Online Branding Communication

Year of Study:3
Credit Units: 3
Duration: 45hours
Prerequisites: BJC2002 Communication Theories
Module Description
This module adopts an approach of integrating and promoting analytic tools for digital mobility, social marketing, brand engagement, and online communication. It aims to inspire students with a good understanding of the interdependence among integrated marketing communication, effective and efficient O2O services, and digital strategic planning in order to cultivate cross-functional but related intelligent synergy in communication with multimedia content as well as story in local contexts.
Learning Outcomes
Upon completion of this module, students should be able to:

  1. explain the online branding concept, process and related techniques;

  2. discuss the different types of online marketing strategies;

  3. analyse key metrics for measuring digital marketing success; and

  4. develop a branding communication campaign plan using online, digital and social media methods.