ศึกษากลยุทธ์การสร้างแบรนด์ และการสื่อสารการตลาดแบบบูรณาการ โดยประยุกต์ความรู้ด้านการตลาด การสื่อสาร และกลยุทธ์การสร้างแบรนด์ เพื่อวางแผนการสื่อสารแบรนด์แบบ 360 องศา ด้วยสื่อบูรณาการ
A study of constructing brand strategy and integrated marketing communication by applying knowledges of marketing, communication and brand strategy to implement a 360 degree communication campaign with integrated media
Upon completion of this course, students are expected to be able to
CLO ID | CLO Description |
|---|---|
| CLO-1 | Students can associate design interdisciplinary with the brand building strategy. |
| CLO-2 | Students can associate brand strategic tools with marketing information. |
| CLO-3 | Students can associate user information into user persona and user journey. |
| CLO-4 | Students can associate brand storytelling with communication design including visual and verbal elements. |
28 Dec 2024
Lecture: Introduction to Brand 360 Degree: What is Branding?
Grouping students, each group has 3 members, to work on the course case study in brand identity analysis.
12 Dec 2024
Lecture: Brand Architecture, Brand Identity Model (AC2ID), Actual Identity
19 Dec 2024
Presentation: Actual Identity: Marketing Mix, Physical, People, and Digital Touchpoints; Brand Experience Audit
9 Jan 2025
Lecture: Communicated Identity: Planned/Unplanned vs Controlled/Uncontrolled; Visual and Verbal; Visual Journey; Visual Language
16 Jan 2025
Presentation: Communicated Identity
23 Jan 2025
Lecture: Conceived Identity: User and Non-User Feedback; User Persona
30 Jan 2025
Presentation: Conceived Identity
6 Feb 2025
Lecture: Ideal Identity: Brand Platform
13 Feb 2025
Presentation: Actual Identity
20 Feb 2025
Desired Identity: Competitor Analysis, Positioning, Blue Ocean Strategy, Value Proposition
27 Feb 2025
Presentation: Desired Identity
6 Mar 2025
Lecture: Brand Gap Analysis; Brand Archetype
13 Mar 2025
Poster Presentation: Brand Gap, Brand Archetypes
Course Summary
Assessment Activity | Weeks | CLOs | Percent (%) | Remarks |
|---|---|---|---|---|
Presentation: Solid association of information with design interdisciplinary | 3,5,7,9,11,13 | CLO-1 | 25 % | - |
Presentation: Accuracy on using brand strategic tools | 3,5,7,9,11,13 | CLO-2 | 25 % | - |
Presentation: User Persona, User Experience Map | 3,5,7,9,11,13 | CLO-3 | 25 % | - |
Presentation: Explain of using visual and verbal elements in case study according to design lanaguage | 3,5,7,9,11,13 | CLO-4 | 25 % | - |