School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Intermediate (FHEQ level 5) |
| Period: |
Semester 1 |
| Assessment:
| CW 30%, EX 70% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN20016 or take MN20081 |
| Description:
| Aims: This course examines the theories, principles and practices of branding in contemporary marketing domain. This is carried out by critically evaluating a number of real-world brands and case studies within the social cultural context. This course first explores the meaning and consumption of brands, then considers different types of decisions involved in managing brands and discusses challenges and opportunities in relation to integration with marketing communications. Aspects of brand management strategies for manufacturers, retailers and services providers are also covered. Learning Outcomes: By the end of the module the student should be able to: * Develop knowledge of branding theory and how it applies to contemporary marketing practice * Recognise the unique challenges of brand management * Begin to apply brand strategies in different contexts and evaluating brand performance * Appreciate the role of technology and social media in relation to brand and communication. Skills: The ability to engage in an advanced critical discourse surrounding contemporary practices of marketing communications (T, F), this skill will be developed and moderated (T, F, A). Content: The course will contain a range of lectures, in-class assignments, case-studies and exercises for the following indicative content: * Different perspectives on brand * Consumers and Brands * Branding and the power of marketing communications * Brand architecture * Brand equity * Brand positioning * Branding in context: Luxury, Services, Nonprofit. |
| Programme availability: |
MN20034 is Optional on the following programmes:School of Management
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