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APPENDIX - Details of Specialisation Courses

COURSE TITLE GLOBAL BRANDING

COURSE CODE CQC7026

1. Discuss the terminologies, concepts and theories in branding.
LEARNING 2. Analyse various approaches in developing brand equity.
OUTCOMES 3. Conduct global brand audit using suitable research approach.
4. Apply various strategies in developing a sustainable global brand.

This course will expose students to theory and practice of brand
management. The course is divided into four parts: (i) introduce concept
of brand and brand management, (ii) identify and establish brand
SYNOPSIS positioning and values, (iii) describe the planning and implementation of
brand marketing programmes and (iv) discuss how brand performance
could be measured and interpreted. Particular attention will be given to
international issues and global branding strategies.

COURSE TITLE INTEGRATED MARKETING COMMUNICATIONS

COURSE CODE CQC7028
1. Apply concepts and tools of Integrated Marketing Communications
(IMC) in making business decisions.
2. Discuss the roles of IMC adhering to legal, ethical and professional
LEARNING
OUTCOMES practices in an organisation.
3. Discuss the current issues in IMC.
4. Apply skills of using marketing communications tools for effective
communications.
This course provides a managerial examination of the role of
communications within the marketing mix, i.e., promotion. It explores all
aspects of advertising and promotion in depth and detail with an emphasis
on real-world practice and application. Course topics include setting
SYNOPSIS
communication objectives, designing and executing a message strategy,
using media and developing an integrated marketing communication
strategy designed to connect with and motivate the consumer toward an
intended action or belief.

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