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MN20034: Brand management

Follow this link for further information on academic years Academic Year: 2012/3
Follow this link for further information on owning departmentsOwning Department/School: School of Management
Follow this link for further information on credits Credits: 6
Follow this link for further information on unit levels Level: Intermediate (FHEQ level 5)
Follow this link for further information on period slots Period: Semester 1
Follow this link for further information on unit assessment Assessment: CW 30%, EX 70%
Follow this link for further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Follow this link for further information on unit rules Requisites: Before taking this unit you must take MN20016 or take MN20081
Follow this link for further information on unit content 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
* Brand equity
* Consumers and Brands
* Brand building
* Brand positioning and repositioning
* Brand extension
* Brand architecture
* Corporate branding.
Follow this link for further information on programme availabilityProgramme availability:

MN20034 is Optional on the following programmes:

School of Management
  • UMMN-ANB01 : BSc (hons) Business Administration (Full-time with Thin Sandwich Placements) - Year 3
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc (hons) International Management and Modern Languages (French) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB04 : BSc (hons) International Management and Modern Languages (German) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB06 : BSc (hons) International Management and Modern Languages (Spanish) (Full-time with Year Abroad) - Year 4

Notes:
* This unit catalogue is applicable for the 2012/13 academic year only. Students continuing their studies into 2013/14 and beyond should not assume that this unit will be available in future years in the format displayed here for 2012/13.
* Programmes and units are subject to change at any time, in accordance with normal University procedures.
* Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.