Course Code
PRA3073
Unit Bearing Information
3 units
Course Description
This course aims to equip students with comprehensive knowledge and strategic skills to understand, build, and manage strong brands through effective advertising. It explores the foundations of branding, including brand equity, positioning, and resonance, emphasizing how integrated marketing communications and digital platforms contribute to building enduring brand relationships and competitive advantage. Students will learn to select and apply brand elements strategically, design marketing programs, and implement communication strategies that enhance customer-based brand equity and foster consumer loyalty. The course also examines the brand value chain and the role of digital media in shaping modern branding practices. Through analysis and application, students will develop the ability to leverage secondary brand associations and create coherent, evidence-based branding strategies that strengthen brand identity, differentiation, and long-term market success.
Course Intended Learning Outcomes
Upon completion of this course, students should be able to
· Explain the key principles, concepts, and terminology of branding and brand management within advertising context;
· Apply strategic frameworks to develop, extend, and manage brands that build customer-based brand equity and competitive advantage;
· Evaluate a brand’s positioning, personality, and resonance in relation to consumer behaviour, motivation, and market dynamics;
· Design integrated branding strategies that strengthen brand identity, enhance brand equity, and foster long-term consumer loyalty.
Course Schedule
Instructor
Dr. Maggie Xiaomeng LAN, Assistant Professor, The Faculty of Humanities and Social Sciences
Medium of Instruction
English
Classroom
T7-402
Eligibility
A student who is currently studying for a bachelor degree.
Pre-requisite/ Co-requisite
Nil
Course Fee
RMB5,000 for BNBU, HKBU and HKCHC students;
RMB7,500 for the students from other colleges/ universities.
Accomodation Fee
BNBU students (Non-graduates): RMB10/ Person/ Day
BNBU graduates: RMB60/ Person/ Day
HKBU, HKCHC and other students: RMB60/ Person/ Day
Note: The standard fee for summer accommodation in student hostel for 2026 is subject to final confirmation.