Lesson series

AEBZ106 - eBusiness Brand Management

Over the last two years, many retailers and wholesalers have been compelled to move online, mostly in a rush. Many websites are sorely lacking of credible branding that is required to bring traffic and conversion. There is therefore a need for this course, which will provide learners the opportunity to learn the vital skills to bring traffic to a site with branding.
This course also provides a comprehensive understanding of the full branding process from theoretical concepts to research, brand building to strategic brand management.
EBZ106 - eBusiness Brand Management
What you will learn

Course Description

In today's competitive market, building a brand is as challenging as it is essential. EBIZ's Brand Management course delivers a deep dive with a hands-on approach. Project-based learning focusing on web and social branding means learners will be acquiring a particular set of branding tools, approaches and knowledge. Colour theory, asset acquisition and creation, fonts, and logos are just the tip of the iceberg.
In this course, learners will understand how to craft a successful brand based on research, trend analysis, consumer behaviour, and the development of metrics driving continuous improvement.
We take a very practical approach that is instantly deployable in the workplace for executives, entrepreneurs, and everyone in between.
  • Understand the core principles and purpose of branding.
  • Identify the primary tools and aims of brand management.
  • Articulate an organisation’s unique selling proposition (USP), target market and buyer personas.
  • Establish a research-based branding strategy.
  • Understand the concepts and methods of building brand identity.
  • Develop branding personality and positioning as a strategy for targeting specific consumer segments.
  • Develop a comprehensive branding guideline for an e-business.
  • Understand brand equity and the performance metrics used in refining the branding strategy.

Entry Requirements

Minimum passed the equivalent of GCE ‘A’ levels or Workplace Literacy Level 5 and Workplace Numeracy Level 5.
Assumed skills:
● Be able to operate laptop and mobile devices, e.g. tablet or smartphone.
● Be able to listen and speak English at a proficiency level equivalent to the Employability Skills Workforce Skills Qualifications (“ES WSQ”) Workplace Literacy (“WPL”) level 5.
● Be able to read and write English at a proficiency level equivalent to ES WSQ WPL level 5.
● Be able to manipulate numbers at a proficiency level equivalent to ES WSQ Workplace Numeracy (“WPN”) level 5.
● No work experience is required.
*For learners who do not meet the above criteria, applications will be rejected and any fees paid will be returned.

Target Audience

Any entrepreneur, B2C or B2B executive driven to develop new skills and knowledge in the eBusiness sector. From modernising professional skills (upskilling) or developing new directions for existing organisations, learners are guided through the creative challenge of eBusiness landscape

Course Format

Asynchronous e-Learning
Course Project
Case Study

Minimum Requirements
  1. Minimum passed the equivalent of GCE ‘A’ levels or Workplace Literacy Level 5 and Workplace Numeracy Level 5.
  2. Able to operate laptop and mobile devices, e.g. tablet or smartphone.
  3. Able to listen, speak, read, and write English competently


Pamela Lim

Pamela Lim has more than 30 years' experience as an entrepreneur, professor and business trainer. She was the first Singaporean to achieve a NASDAQ-SGX listing (2001) as a pioneer in e-business.
Subsequently, she spent 10 years as a professor at Singapore Management University nurturing young entrepreneurs in crafting their businesses including their digital media and social media strategies. Dozens of her protégés have gone on to become some of the most successful entrepreneurs in Asia.
She has won countless awards including:
  • Singapore’s Top 10 Female entrepreneur in 1999 (finalist),
  • The Most Promising Female Entrepreneur in 2000 (winner) and
  • Netrepreneur of the Year in 2001 (winner).
Pamela has developed numerous private multimillion-dollar projects using the same social media strategies she teaches in the classroom. As a passionate educator, in 2014 she founded All Gifted, an online high school with thousands of students internationally.