School of Management, Unit Catalogue 2009/10 |
MN50437: Strategic brand management |
 Credits:
| 3 |
| Level:
| Masters |
| Period: | Modular (no specific semester) |
| Period: | Semester 2 |
| Assessment:
| CW 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| |
| Description: | Aims: It is increasingly argued within marketing management circles that companies no longer make products rather they create, develop and build brands. The aims of this course are: * To introduce students to the principles of brand management; * To consider the social role and significance of brands in contemporary consumer culture. Learning Outcomes: On completion of this module students will be able to: * Analyse and evaluate the current branding strategies pursued by brands in different markets. * Create appropriate branding strategies for different types of brands. * Understand the managerial importance of building successful brands. * Understand the social and cultural significance of brands in 21st century consumer culture. Skills: 1. Analytical, evaluative and creative skills (T/A) 2. Writing skills (A) Content: 1. Understanding the social psychology of brands. 2. The symbolic meaning of brands. 3. Brand equity. 4. Brand strategies - high involvement. 5. Brand strategies - low involvement. |