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;
* Examine strategies to build, grow and reposition brands;
* Examine strategies and systems for managing brand portfolio's;
* Examine strategies for building a brand-driven organization.
Learning Outcomes: On completion of this module students will be able to:
* Analyse and evaluate the current branding strategies pursued by firms 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. Interpersonal skills.
Content: 1. Understanding the nature of consumer-brand relationships
2. The symbolic meaning of brands
3. Building brand equity
4. Managing brands for growth
5. Repositioning brands
6. Building a brand driven organization.
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