School of Management, Unit Catalogue 2010/11 |
MN50360: Strategic brand management |
 Credits:
| 6 |
| Level:
| Masters |
| Period: | This unit is available in... |
| Semester 2 |
| Assessment:
| CW 80%, PR 20% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN50355 |
| 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 role and significance of brands for organizational effectiveness. 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) 3. Presentation skills (F) 4. Group working skills (F) Content: 1. The nature of brands and branding 2. Brand equity 3. Consumers and brands 4. Exercise in branding 5. Building brands 6. Brand positioning 7. Brand repositioning 8. Brand architecture 9. Brand communications 10. Brand extension 11. Corporate brand management. |