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School of Management, Unit Catalogue 2011/12


MN50360: Strategic brand management

Click here for further information Credits: 6
Click here for further information Level: Masters UG & PG (FHEQ level 7)
Click here for further information Period: Semester 2
Click here for further information Assessment: CW 100%
Click here for further information Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Click here for further information Requisites: Before taking this unit you must take MN50355
Click here for further information 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:
The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* The nature of brands and branding
* Brand equity
* Consumers and brands
* Exercise in branding
* Building brands
* Brand positioning
* Brand repositioning
* Brand architecture
* Brand communications
* Brand extension
* Corporate brand management.
Click here for further informationProgramme availability:

MN50360 is a Designated Essential Unit on the following programmes:

School of Management

MN50360 is Compulsory on the following programmes:

School of Management

MN50360 is Optional on the following programmes:

School of Management
NB. Programmes and units are subject to change at any time, in accordance with normal University procedures.