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Modules’ Learning Outcomes

Sub-Section D _1

Title of the Module/Unit: DMM 712 – Digital Marketing Essentials
Learning Outcomes:
1. Competences
  • Collaborate with team members to develop and implement comprehensive digital marketing strategies.
  • Comply with industry regulations, best practices, and ethical guidelines in all digital marketing activities.
  • Deal with challenges and issues related to digital marketing campaigns, such as ad blocking and algorithm changes.
  • Ensure the accuracy and integrity of digital marketing data and reports.
  • Be responsible for the planning, execution, and evaluation of digital marketing campaigns.
  • Carry out tasks related to the creation and management of digital content, including blog posts, social media updates, and email newsletters.
  • Guide junior marketers and interns in the application of digital marketing tools and techniques.
  • Supervise the performance of digital marketing campaigns to ensure they meet established goals and KPIs.
  • Monitor trends in digital marketing and emerging technologies to stay ahead of industry developments.
  • Authorize budget allocations and expenditures for digital marketing initiatives.
  • Manage digital marketing tools and platforms, ensuring they are used effectively and efficiently.
  • Create engaging and targeted content for various digital marketing channels.
  • Produce detailed reports on the performance of digital marketing campaigns and strategies.
  • Represent the organization in digital marketing discussions and strategy sessions.

These competences ensure that students are well-prepared to handle the various responsibilities and challenges associated with digital marketing, enabling them to effectively contribute to their organizations’ marketing goals and objectives.

2. Knowledge
  • Count the number of key performance indicators (KPIs) used to measure the success of digital marketing campaigns.
  • Define essential terms in digital marketing, such as SEO, PPC, CTR, and ROI.
  • Describe the role of digital marketing in the overall marketing strategy and its impact on business growth.
  • Draw diagrams illustrating the digital marketing funnel and customer journey.
  • Identify the main components of a digital marketing strategy, including content marketing, social media, email marketing, and web analytics.
  • Label the parts of a PPC ad and explain their functions.
  • Match digital marketing tools with their respective functions and purposes.
  • Quote key statistics and trends in digital marketing from reputable industry reports.
  •  Sequence the process of developing and launching a digital marketing campaign from planning to evaluation.
  • Write a basic digital marketing plan, including objectives, tactics, and metrics for success.

These outcomes ensure that students have a solid foundational understanding of digital marketing principles and are prepared to apply this knowledge in practical contexts.

3. Skills
  • Apply SEO techniques to improve website visibility and search engine rankings.
  • Demonstrate setting up and managing PPC campaigns on platforms such as Google Ads and Bing Ads.
  • Demonstrate the ability to create engaging social media content that drives user engagement.
  • Show how to use web analytics tools like Google Analytics to track and analyze website performance.
  • Plan comprehensive digital marketing campaigns that incorporate multiple channels and tactics.
  • Design effective email marketing campaigns that nurture leads and convert prospects into customers.
  • Operate digital marketing tools and platforms efficiently to manage campaigns and track performance.
  • Assemble detailed reports on digital marketing activities and their outcomes.
  • Use content management systems (CMS) to publish and manage digital content.
  • Construct landing pages that are optimized for conversion.
  • Prepare and execute A/B tests to optimize digital marketing efforts.
  • Create compelling blog posts, articles, and other forms of content that align with marketing goals.
  • Compose email newsletters and promotional messages that drive engagement and conversions.
  • Arrange the implementation schedule for digital marketing campaigns, ensuring timely execution and monitoring.

These outcomes ensure that students are equipped with the practical skills and hands-on experience necessary to effectively execute and manage digital marketing activities in various professional settings.

Sub-Section D _2

Title of the Module/Unit: DMM 721: Foundation of Digital Media
Learning Outcomes:
1. Competences

At the end of the course the learner will have acquired the responsibility and autonomy to:

  • Demonstrate teamwork and communication skills to achieve shared objectives.
  • Understand and comply with ethical standards, legal regulations, and industry best practices in digital media production.
  • Develop strategies to deal with challenges and opportunities encountered in digital media production and distribution.
  • Utilize critical thinking skills to overcome obstacles and optimize project outcomes.
  • Ensure the quality and integrity of digital media content across various platforms and formats.
  • Be responsible for assigned tasks and projects throughout the digital media course workflow.
  • Successfully carry out tasks related to digital media production, management, and promotion.
  • Create engaging and innovative digital media content using a variety of tools and techniques.
  • Apply creativity and imagination to captivate audiences and convey messages effectively.
  • Produce high-quality digital media content across different mediums, including text, images, audio, and video.
  • Demonstrate proficiency in the technical aspects of digital media production, such as editing and post-production.
2. Knowledge

At the end of the course the learner will have been exposed to the following:

  • Define and articulate foundational concepts related to digital media, including multimedia, interactivity, and convergence.
  • Describe the technologies and platforms utilized in digital media production, distribution, and consumption, such as social media, content management systems, and streaming services.
  • Identify various digital media formats and their characteristics, including text, images, audio, video, and interactive content.
  • Match digital media platforms to target audiences and communication objectives, considering factors such as demographics, user behaviors, and engagement preferences.
  • Sequence the stages of digital media production processes, from ideation to execution, highlighting key activities and milestones.
  • Draw connections between theoretical frameworks and practical applications in digital media.
  • Name and discuss ethical considerations and dilemmas inherent in digital media production, including issues related to privacy, surveillance, and representation.
3. Skills

This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.
At the end of the module/unit the learner will have acquired the following skills:

  • Apply practical skills and techniques in digital media production, including editing, formatting, and optimizing content for various platforms and audiences.
  • Practice multimedia authoring skills by integrating text, images, audio, and video elements to create cohesive and engaging digital media projects.
  • Demonstrate User Experience Design:
  • Show proficiency in content creation across different digital media formats, demonstrating creativity, technical skill, and attention to detail.
  • Plan and strategize digital media campaigns and initiatives, including setting objectives, defining target audiences, and selecting appropriate channels and tactics.
  • Design multimedia assets such as graphics, animations, and interactive elements using industry-standard software tools and techniques.
  • Operate digital media equipment and tools effectively, including cameras, microphones, editing software, and content management systems.
  • Construct compelling digital narratives by structuring content and storytelling elements effectively to engage and resonate with audiences.
  • Compose and arrange digital media content in a visually appealing and coherent manner, considering layout, typography, color scheme, and other design principles.
  • Arrange digital media content to ensure accessibility for all users, including those with disabilities, by following best practices for multimedia accessibility.

Sub-Section D _3

Title of the Module/Unit: DMM 711: Digital Consumer Behavior
Learning Outcomes:
1. Competences

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Collaborate with peers on group projects to analyze real-world consumer behavior data and develop strategic marketing plans.
  • Comply with ethical standards and regulations when conducting consumer research and collecting data.
  • Deal with complex consumer behavior theories and apply them to practical marketing scenarios.
  • Ensure accurate and timely completion of consumer behavior research projects and assignments.
  • Be responsible for critically evaluating consumer trends and their implications for marketing strategies.
  • Carry out tasks related to analyzing market segmentation, consumer motivation, and decision-making processes.
  • Guide discussions on key consumer behavior concepts and their practical applications in the marketplace.
  • Supervise research projects on consumer behavior to ensure quality data collection and analysis.
  • Monitor consumer trends and provide recommendations for adapting marketing strategies accordingly.
  • Authorize consumer behavior research methodologies and data collection techniques.
  • Manage consumer behavior simulations and case studies to enhance practical understanding.
  • Create compelling marketing campaigns based on consumer behavior insights.
  • Produce reports and presentations that accurately represent consumer behavior research findings.
  • Represent the organization in understanding and responding to changing consumer preferences.
  • Advise on consumer behavior strategies to optimize marketing campaigns and improve customer relationships.
  • Negotiate partnerships and collaborations based on consumer behavior insights.
  • Sell products and services by leveraging knowledge of consumer behavior to enhance marketing efforts.
2. Knowledge

Upon course completion students will be able to:

  • Count the various factors that influence consumer decision-making processes.
  • Define key concepts and terms in consumer behavior, such as perception, motivation, and attitude.
  • Describe the stages of the consumer buying process.
  • Draw a flowchart illustrating the decision-making process in consumer behavior.
  • Find examples of consumer behavior theories applied in real-world marketing strategies.
  • Identify different types of consumer needs and wants.
  • .List the psychological, social, and personal factors affecting consumer behavior.
  • Match consumer behavior theories with their corresponding theorists.
  • Name the various research methods used to study consumer behavior.
  • Quote prominent scholars or experts in consumer behavior.
  • Sequence the steps consumers go through from need recognition to post-purchase behavior.

These outcomes ensure that students not only gain factual knowledge but also understand the theoretical and practical aspects of consumer behavior.

3. Skills

Upon course completion students will be able to:

  • Apply consumer behavior models to develop targeted marketing strategies.
  • Practice interpreting consumer data to make informed business decisions.
  • Demonstrate the ability to conduct consumer behavior experiments and analyze the results.
  • Show proficiency in segmenting markets based on consumer behavior insights.
  • Plan effective advertising campaigns that resonate with specific consumer segments.
  • Design customer feedback mechanisms to continuously gather consumer insights.
  • Operate marketing tools and platforms that track and analyze consumer behavior.
  • Assemble comprehensive reports that synthesize consumer behavior research findings.
  • Use behavioral data to personalize customer experiences and communications.
  • Construct detailed consumer personas to guide product development and marketing efforts.
  • Prepare marketing materials that reflect an understanding of consumer motivations and preferences.
  • Create engaging content that appeals to target audiences based on their behavior patterns.
  • Compose strategic plans that incorporate consumer behavior trends and predictions.
  • Arrange workshops or training sessions to teach others about applying consumer behavior insights in business contexts.

These skills focus on the practical application of consumer behavior knowledge, ensuring that students can effectively translate theory into practice in various marketing and business scenarios.

Sub-Section D _4

Title of the Module/Unit: DMM 715: Integrated Marketing Communications
Learning Outcomes:
1. Competences
  • Collaborate with cross-functional teams to develop and implement integrated marketing communication strategies.
  • Comply with industry regulations and ethical standards in all marketing communication activities.
  • Deal with challenges and conflicts that arise during the execution of communication campaigns.
  • Ensure consistency and alignment of all marketing messages across different channels and platforms.
  • Be responsible for overseeing the coordination and integration of various marketing communication tools.
  • Carry out tasks related to the planning, execution, and evaluation of IMC campaigns.
  • Guide team members in creating effective and cohesive marketing messages.
  • Supervise the production and dissemination of marketing materials to ensure quality and consistency.
  • Monitor the performance and impact of integrated marketing communication efforts using appropriate metrics and analytics.
  • Authorize marketing communication activities and materials that align with the overall strategy.
  • Manage budgets and resources allocated for integrated marketing communications.
  • Create compelling content that aligns with the brand’s messaging strategy and resonates with target audiences.
  • Produce integrated marketing communication plans that drive brand awareness and engagement.
  • Represent the organization in various marketing communication initiatives and events.
  • Advise clients or internal stakeholders on best practices and strategies for effective integrated marketing communications.
  • Negotiate with media partners, vendors, and other stakeholders to secure favorable terms and placements.
  • Sell the benefits of a cohesive and integrated marketing communication approach to internal and external stakeholders.

These competences are designed to ensure that students not only understand the theoretical aspects of integrated marketing communications but also possess the practical skills needed to manage and execute effective communication strategies in a professional setting.

2. Knowledge
  • Count the various communication tools that can be integrated within an IMC strategy.
  • Define the core concepts and terms related to integrated marketing communications.
  • Describe the role and importance of IMC in building and sustaining brand equity.
  • Draw diagrams that illustrate the components and process of an IMC campaign.
  • Identify the key elements that make up a successful integrated marketing communication plan.
  • Label the stages of the IMC planning process.
  • List the different media channels used in integrated marketing communications.
  • Match communication objectives with appropriate IMC tools and techniques.
  • Name the major theories and models that underpin integrated marketing communications.
  • Quote key thought leaders and influential figures in the field of IMC.
  • Sequence the steps involved in developing and executing an IMC campaign.
  • Define a detailed explanation of how IMC contributes to a cohesive brand strategy.

These outcomes ensure that students gain a thorough understanding of the foundational knowledge necessary for mastering integrated marketing communications.

3. Skills
  • Apply IMC concepts to develop strategies that align with organizational goals and target audiences.
  • Practice integrating various marketing communication tools to create a unified message.
  • Demonstrate the effectiveness of combining different media channels to enhance campaign reach.
  • Show how to measure the impact of integrated marketing communication efforts using key performance indicators.
  • Plan comprehensive IMC campaigns that include objectives, tactics, timelines, and budgets.
  • Design creative and consistent messaging across multiple communication platforms.
  • Operate digital marketing tools and software for managing and tracking IMC activities.
  • Assemble an integrated marketing communication team and coordinate their efforts.
  • Use consumer data and market research to inform IMC strategies and tactics.
  • Construct detailed marketing communication plans that outline strategic initiatives.
  • Prepare presentations and reports that showcase IMC campaign results and insights.
  • Create engaging content that is consistent with the brand’s voice and messaging strategy.
  • Compose integrated marketing materials such as advertisements, social media posts, and PR releases.
  • Arrange the distribution of marketing content across various channels to ensure maximum exposure.

These outcomes emphasize the practical application of knowledge in real-world scenarios, equipping students with the skills to effectively execute and manage integrated marketing communications.

 

Sub-Section D _5

Title of the Module/Unit: DMM 723: Video Production and Editing
Learning Outcomes:
1. Competences

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Create: Develop innovative and engaging video content tailored for digital platforms, employing advanced camera techniques, cinematography principles, and storytelling strategies.
  • Produce and execute the entire video production process from conceptualization to distribution, ensuring high-quality output that meets industry standards and client requirements.
  • Manage roles within video production teams, managing resources, timelines, and budgets to ensure projects are completed successfully and within scope.
  • Ensure the technical quality and integrity of video projects through meticulous attention to detail in editing, color grading, sound design, and visual effects.
  • Represent the digital media industry, advocating for best practices in video production and editing while staying informed about emerging trends and technologies.
  • Monitor the performance and effectiveness of video content across digital platforms, analyzing metrics and feedback to make data-driven decisions for optimization.
  • Sell: Effectively communicate the value and impact of video content to potential clients or stakeholders, leveraging persuasive techniques to secure opportunities for production and collaboration.
2. Knowledge

At the end of the module/unit the learner will have been exposed to the following:

  • Count the number of essential components in a video production setup, including cameras, microphones, lighting sources, and editing software tools.
  • Define key terms such as aspect ratio, frame rate, resolution, and codec, crucial for understanding video production terminology.
  • Describe the process of color grading and its impact on the mood and tone of video content.
  • Find credible sources of inspiration, such as films, documentaries, and online tutorials, to enhance video production skills.
  • Identify different types of shots, including close-ups, wide shots, and establishing shots, and their respective uses in visual storytelling.
  • Label the various elements of a video editing timeline, such as video clips, audio tracks, transitions, and effects.
  • List the steps involved in the post-production process, from importing footage to exporting the final edited video.
  • Match specific editing techniques, such as jump cuts or cross dissolves, with their intended effects on pacing and continuity in video
  • Sequence the steps of the pre-production phase, including scriptwriting, storyboarding, casting, and location scouting.
3. Skills

At the end of the module/unit the learner will have acquired the following skills:

  • Apply advanced camera techniques, such as depth of field manipulation and dynamic framing, to enhance visual storytelling in video projects.
  • Practice non-linear editing skills using industry-standard software, refining techniques for cutting, trimming, and arranging video clips to achieve desired effects.
  • Demonstrate proficiency in color grading techniques, adjusting hue, saturation, and contrast to create visually cohesive and aesthetically pleasing video content.
  • Show competence in audio editing and mixing, balancing levels, removing noise, and adding effects to enhance the overall sound quality of video projects.
  • Plan and execute complex video shoots, including location scouting, scheduling, and coordinating talent and crew members to ensure smooth production workflows.
  • Operate professional-grade camera equipment with precision and confidence, adjusting settings and framing shots to capture high-quality footage in various shooting conditions.
  • Assemble and configure lighting setups, selecting appropriate fixtures and modifiers to achieve desired lighting effects and moods for video scenes.
  • Use advanced editing techniques such as keyframing, masking, and compositing to create seamless transitions and visual effects in video projects.
  • Construct narrative structures and storyboards to plan the pacing, rhythm, and visual flow of video content, ensuring coherence and engagement.
  • Prepare and organize project files and assets for efficient editing and collaboration, maintaining version control and file organization throughout the production process.
  • Create engaging video content across various genres and formats, from narrative shorts to promotional videos, showcasing creativity and technical skill.
  • Compose shots and frame compositions thoughtfully, considering visual balance, perspective, and focal points to convey meaning and evoke emotion.
  • Arrange elements of sound design, including music, dialogue, and ambient noise, to complement visual storytelling and enhance immersion for viewers.

Sub-Section D _6

Title of the Module/Unit: DMM 722: Digital Content Creation
Learning Outcomes:
1. Competences

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Create comprehensive digital content strategies tailored to specific target audiences and platforms.
  • Produce high-quality multimedia content across various formats including text, images, audio, video, and interactive content.
  • Ensure compliance with ethical and legal standards in digital content creation, including copyright, privacy, and transparency regulations.
  • Manage content production processes effectively, including planning, scheduling, and resource allocation.
  • Collaborate with cross-functional teams to develop and execute content campaigns that align with organizational objectives.
  • Guide and advise stakeholders on best practices for digital content creation, distribution, and engagement.
  • Supervise and monitor content performance metrics using analytics tools to optimize SEO and user engagement.
  • Represent the organization’s brand effectively through visually compelling and consistent content.
  • Negotiate and sell content ideas and strategies to internal stakeholders and external clients.
  • Carry out tasks related to content creation, including research, ideation, production, and publication.
  • Authorize content for publication, ensuring accuracy, relevance, and alignment with brand guidelines.
  • Deal with emerging trends and technologies in digital content creation, adapting strategies accordingly to stay competitive in the digital landscape.
2. Knowledge

At the end of the module/unit the learner will have been exposed to the following:

  • Define the fundamental concepts and principles of digital content creation within the context of digital media.
  • Describe the role of content strategy in digital media and its significance for audience engagement and brand representation.
  • Identify the key components of effective multimedia content production, including text, images, audio, video, and interactive elements.
  • List and describe various digital content distribution platforms and their respective strengths and limitations.
  • Recall and quote ethical and legal considerations relevant to digital content creation, such as copyright, privacy, and transparency regulations.
  • Sequence the steps involved in developing a comprehensive content strategy, from audience analysis to content distribution.
  • Tell the importance of audience segmentation and targeting in content personalization and engagement.
  • Name and describe emerging trends and technologies shaping the future of digital content creation, such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI).
  • Find and label key performance indicators (KPIs) used to measure the effectiveness of digital content campaigns.
  • Match content formats to specific communication objectives and audience preferences.
  • Count and identify the various stakeholders involved in the content creation and distribution process, both internally and externally.
3. Skills

This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.

At the end of the module/unit the learner will have acquired the following skills:

  • Apply advanced content strategy principles to real-world scenarios, demonstrating proficiency in audience segmentation, platform selection, and content customization.
  • Practice the use of industry-standard tools and techniques for multimedia content production, including graphic design software, video editing platforms, and content management systems (CMS).
  • Demonstrate the ability to design visually compelling and cohesive digital content across various formats, incorporating elements of typography, color theory, and layout composition.
  • Show proficiency in operating multimedia equipment and software necessary for content creation, including cameras, microphones, and editing suites.
  • Plan and assemble multimedia content assets into cohesive narratives or campaigns, ensuring consistency in messaging and branding.
  • Use data-driven insights to inform content creation decisions and optimize search engine visibility and user engagement.
  • Construct and prepare content for distribution across multiple platforms and channels, adapting messaging and formatting as necessary.
  • Create engaging and interactive digital experiences through the integration of multimedia elements and interactive features.
  • Compose compelling storytelling narratives that resonate with target audiences and elicit desired emotional responses.
  • Arrange content elements strategically to guide user attention and facilitate intuitive navigation.
  • Practice effective communication and collaboration skills when working with cross-functional teams, clients, and stakeholders throughout the content creation process.
  • Apply ethical and legal guidelines to ensure responsible and transparent content creation practices.

Sub-Section D _7

Title of the Module/Unit: DMM 725: User Experience and Interaction Design
Learning Outcomes:
1. Competences

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Comply with industry standards and best practices for accessibility and usability in all design projects.
  • Deal with complex design challenges by applying creative problem-solving techniques and user-centered design methodologies.
  • Ensure the creation of intuitive and engaging user experiences that meet both user needs and business objectives.
  • Be responsible for maintaining the integrity of the user experience throughout the product development lifecycle.
  • Manage multiple design projects simultaneously, ensuring timely delivery and alignment with project goals.
  • Create detailed wireframes, prototypes, and high-fidelity designs using industry-standard tools.
  • Produce comprehensive design documentation and specifications for development teams.
  • Represent the user’s perspective in design discussions and decision-making processes.
  • Negotiate design priorities and trade-offs to balance user needs and business requirements.
  • Sell design concepts and ideas through compelling presentations and storytelling
2. Knowledge

At the end of the module/unit the learner will have been exposed to the following:

  • Count the key principles of user-centered design and explain their significance in creating effective user experiences.
  • Define essential UX/UI terminology and concepts, such as usability, accessibility, and interaction design.
  • Draw diagrams and flowcharts that illustrate user journeys, information architecture, and interaction flows.
  • Identify the stages of the design thinking process and their application in solving design problems.
  • Label the components of a user interface, including elements such as navigation menus, buttons, and forms.
  • List the best practices for creating accessible and inclusive designs that cater to diverse user needs.
  • Match different user research methods to appropriate design scenarios and challenges.
  • Name industry-standard tools and software used in UX/UI design, such as Sketch, Figma, and Adobe XD.
  • Recall the historical development of UX/UI design and its evolution over time.
  • Sequence the steps involved in creating wireframes, prototypes, and high-fidelity designs.
3. Skills

This program shall be assessed in accordance with ESU’s overall general philosophy of “Continuous Assessment”. Continuous Assessment shall cover “Diagnostic Assessment”, “Formative Assessment” and “Summative Assessment” according to ESU’s guidelines.

At the end of the module/unit the learner will have acquired the following skills:

  • Apply user-centered design principles to create intuitive and engaging digital interfaces.
  • Show how to Practice the industry-standard design tools like Sketch, Figma, and Adobe XD.
  • Show the ability to translate user needs and requirements into functional design solutions.
  • Plan comprehensive user journeys and workflows that enhance the overall user experience.
  • Design wireframes and prototypes that clearly communicate design ideas and interactions.
  • Operate various prototyping tools to create interactive and testable design models.
  • Assemble detailed personas and scenarios based on user research findings.
  • Use visual design principles effectively to create aesthetically pleasing and functional interfaces.
  • Construct information architecture diagrams that organize and structure content logically.
  • Prepare usability testing plans and conduct tests to gather user feedback and insights.
  • Create high-fidelity mockups that accurately represent the final product design.
  • Compose compelling user interface elements, such as buttons, icons, and navigation menus.
  • Arrange elements on a screen to optimize visual hierarchy and user flow.

Sub-Section D _8

Title of the Module/Unit: DMM 724: Digital Presence and Branding
Learning Outcomes:
1. Competences
  • Collaborate with cross-functional teams to develop and implement brand strategies that align with organizational objectives.
  • Comply with brand standards and guidelines to maintain brand consistency across all touchpoints.
  • Deal with challenges and complexities inherent in managing brand identities, equity, and positioning.
  • Ensure the integrity and coherence of the brand message and image across various channels and markets.
  • Be responsible for overseeing all aspects of brand management, including strategy development, implementation, and evaluation.
  • Carry out tasks related to brand analysis, research, and monitoring to inform strategic decisions.
  • Guide team members in executing brand initiatives and campaigns effectively.
  • Supervise the creation and production of brand assets, ensuring they meet quality and brand standards.
  • Monitor market trends, consumer perceptions, and competitor activities to identify brand opportunities and threats.
  • Authorize brand-related activities and expenditures in accordance with budgetary constraints and strategic priorities.
  • Manage brand portfolios and architectures to optimize brand equity and market position.
  • Create and develop brand identities, including logos, taglines, and visual elements.
  • Produce compelling brand narratives and messaging that resonate with target audiences.
  • Represent the brand internally and externally, serving as a brand ambassador and advocate.
  • Advise stakeholders on brand strategy, positioning, and communication tactics.
  • Negotiate partnerships and collaborations that enhance brand visibility and equity.
  • Sell the value and benefits of the brand to internal stakeholders, customers, and partners.
  • These competences encompass the skills and responsibilities required to effectively manage and leverage brands to achieve business objectives and build sustainable competitive advantages.
2. Knowledge
  • Count the components that contribute to a brand’s identity, equity, and positioning.
  • Define key concepts in brand management, such as brand identity, brand equity, and brand positioning.
  • Describe the strategic importance of brand management in shaping consumer perceptions and driving competitive advantage.
  • Draw visual representations of brand architectures, including brand hierarchies and brand extension strategies.
  • Identify the elements that differentiate one brand from another, including brand attributes, values, and personality.
  • Label the stages of the brand management process, from brand development to brand evaluation and maintenance.
  • List the factors that influence brand perception and consumer loyalty, such as brand consistency and brand experience.
  • Match brand strategies with specific market contexts and consumer segments.
  • Name influential brands and branding experts who have made significant contributions to the field.
  • Quote theories and research findings that inform brand management principles and strategies.
  • Sequence the steps involved in developing and implementing a brand management plan.
3. Skills
  • Apply brand management principles to develop comprehensive brand strategies for different market contexts.
  • Practice conducting brand audits and market research to inform brand development and positioning.
  • Demonstrate the ability to create brand identities that resonate with target audiences and differentiate from competitors.
  • Show proficiency in designing and implementing brand communication strategies across various channels.
  • Plan integrated marketing campaigns that leverage the brand’s equity and messaging effectively.
  • Design brand visual elements, such as logos, packaging, and signage, that reflect the brand’s values and personality.
  • Operate brand management software and tools for tracking brand performance and managing brand assets.
  • Assemble brand guidelines and standards to ensure consistency in brand messaging and visual identity.
  • Use consumer insights and market data to adapt brand strategies and tactics to changing market conditions.
  • Construct brand narratives and storytelling techniques that engage consumers and build emotional connections.
  • Prepare brand presentations and pitches to internal stakeholders and external partners.
  • Create brand experiences that leave a lasting impression on consumers and reinforce brand loyalty.
  • Compose brand messaging and content that align with the brand’s positioning and values.
  • Arrange brand partnerships and collaborations that enhance brand visibility and credibility.
  • These outcomes equip students with the practical skills and strategic insights needed to effectively manage and elevate brands in today’s competitive marketplace.

Sub-Section D _9

Title of the Module/Unit: DMM 719 – Dissertations
Learning Outcomes:
1. Competences

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Collaborate with academic advisors and peers to refine research questions and methodologies.
  • Comply with academic standards and ethical guidelines in conducting research and reporting findings.
  • Deal with challenges and complexities inherent in the research process, such as data collection limitations or methodological constraints.
  • Ensure the integrity and validity of research findings through rigorous data analysis and interpretation.
  • Be responsible for the entire research process, from proposal development to final dissertation submission.
  • Carry out tasks related to literature review, data collection, analysis, and writing with diligence and accuracy.
  • Guide research participants or respondents through interviews, surveys, or experiments with professionalism and respect.
  • Supervise the progress of the dissertation project and provide constructive feedback to ensure quality and timeliness.
  • Monitor the adherence to research timelines and milestones, making adjustments as needed to stay on track.
  • Authorize any necessary revisions or modifications to the research plan or methodology.
  • Manage research resources effectively, including time, budget, and access to data or materials.
  • Create a coherent and well-structured dissertation document that communicates research findings clearly and persuasively.
  • Produce original insights and contributions to the field of study through rigorous research and analysis.
  • Represent the research findings accurately and ethically in academic and professional settings.
  • Advise stakeholders on the implications and applications of research findings in relevant contexts.
  • Negotiate any potential conflicts or challenges encountered during the research process with diplomacy and professionalism.
  • Sell the significance and relevance of the research findings to academic peers, industry professionals, or other stakeholders
2. Knowledge

At the end of the module/unit the learner will have been exposed to the following:

  • Count the number of relevant scholarly sources to support the research topic.
  • Define the key terms and concepts pertinent to the dissertation study.
  • Describe the theoretical frameworks or methodologies used in the research design.
  • Draw connections between previous research findings and the current dissertation study.
  • Find gaps or areas for further investigation within the existing literature.
  • Identify the research questions or hypotheses to be addressed in the dissertation.
  • Label the sections of the dissertation manuscript, such as introduction, literature review, methodology, results, and discussion.
  • List the references cited in the dissertation according to a specific citation style.
  • Match research methodologies with the research objectives and data collection methods.
  • Name the variables or constructs being studied in the research.
  • Quote directly from relevant literature to support arguments or findings.
  • Recall empirical evidence or data relevant to the research topic.
  • Recite the steps involved in data analysis or interpretation.
  • Sequence the chapters or sections of the dissertation in a logical order.
  • Tell the story of the research process and findings in a coherent manner.
  • Write the dissertation manuscript using appropriate academic language and structure.
3. Skills

 At the end of the module/unit the learner will have acquired the following skills:

  • Apply research methodologies appropriate to the study’s objectives and hypotheses.
  • Practice critical analysis of existing literature to inform research design and theoretical frameworks.
  • Demonstrate proficiency in data collection methods, such as surveys, interviews, or experiments.
  • Show clarity and coherence in presenting research findings and discussing their implications.
  • Plan and execute research activities in a systematic and organized manner.
  • Design research instruments, such as surveys or interview protocols, to collect relevant data.
  • Operate statistical software or analytical tools to analyze research data effectively.
  • Assemble and synthesize research findings to draw meaningful conclusions.
  • Use appropriate academic writing conventions to communicate research findings.
  • Construct arguments based on empirical evidence and theoretical frameworks.
  • Prepare research proposals and ethics applications according to institutional guidelines.
  • Create visual aids, such as charts or graphs, to illustrate research findings.
  • Compose literature reviews that synthesize and evaluate existing research.
  • Arrange research findings and discussions in a logical and coherent structure within the dissertation.
  • Arrange research findings and discussions in a logical and coherent structure within the dissertation.
  • Arrange research findings and discussions in a logical and coherent structure within the dissertation.