- Each week, 2-4 pre-recorded short lecture videos (15-30 minutes each) with short assessment tasks for the workshop
- Each week, one face-to-face workshop (90 minutes - particularly for those students who can attend campus) OR one online workshop (90 minutes - particularly for those students who cannot attend campus)
The weekly pre-recorded short lecture videos with the short assessment tasks will be released one week ahead on iLearn. It is expected that students watch the lecture videos, prepare the short assessment tasks and read the prescribed literature for each week before attending the weekly workshop.
There is no prescribed textbook in the unit. The compulsory reading consists of academic journal articles (e.g., from the Journal of Brand Management, Journal of Product & Brand Management, Journal of Marketing, Journal of Marketing Research, Journal of Academy of Marketing Science, International Journal of Research in Marketing, European Journal of Marketing, Journal of Marketing Management)
The weekly compulsory reading will be released one week ahead on iLearn.