AKU-KE | Executive Masters in Media Leadership and Innovation: Strategic Branding & Marketing in Digital Era

The course is intended to improve students’ knowledge and understanding of marketing and its importance in effective leadership of media enterprises in the digital era. It explores how big data can be used to inform strategic decision-making branding strategies that can bolster impact. It looks at marketing tools and techniques in the digital era that can be used improve the performance of media and communication products and services. It will study the tools that can be used to analyze marketing activities and your firm’s performance relative to competitors.

Core reading 

Webster, J.G. (2014). The marketplace of attention: how audiences take shape in the digital age. Cambridge, MA: MIT Press. P 96.A83 .W43 2014

Webster, J.G. and Phalen, P. (2014). Ratings analysis: audience measurement and analytics, 4th ed. Routledge. HE 8700.65 .W43 2014

Ots, M. (2008). Media brands and branding, [Website]. Jonkoping: Media Management and Transformation Center, Jonkoping International Business Center. Available at: http://www.diva-portal.org/smash/get/diva2:36522/FULLTEXT01.pdf

Recommended reference material

Armstrong, G. and Kotler, P. (2020) Marketing: an Introduction, 13th ed. Pearson. HF 5415 .K67 2020

Keller, K.L. and Kotler, P. (2016) Marketing management, 15th ed. Pearson.

van Hook, S. (2017). Marketing fundamentals: key terms and concepts, [Video file, 12 min., 36 sec]. YouTube. Retrieved from: https://www.youtube.com/watch?v=B-6u-pPC1zI

Kotler, P. (2013). Marketing, [Video file; 57 min., 29 sec]. YouTube. Retrieved from:  https://www.youtube.com/watch?v=sR-qL7QdVZQ

Decker, E. (2015, Nov 4). We're all in marketing: what evolution tells us about advertising, [Video file; 16 min]. YouTube. TEDxSMU. Retrieved from:  https://www.youtube.com/watch?v=ZK3c9GCjSx8