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MN30504: Building strong brands

Follow this link for further information on academic years Academic Year: 2013/4
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6
Further information on unit levels Level: Honours (FHEQ level 6)
Further information on teaching periods Period: Semester 1
Further information on unit assessment Assessment: CW 30%, EX 70%
Further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: In taking this unit you cannot take MN20034
Further information on descriptions 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 unit 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 unit 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 nature of brands and brand management;
* Brand equity;
* Customers and brands;
* Brand building;
* Brand positioning and repositioning;
* Managing brand growth;
* Brand tactics;
* Building a brand driven organization.
Further information on programme availabilityProgramme availability:

MN30504 is a Generally Available Unit which is available to all students of the University (subject to the usual constraints) to take either as a Director of Studies approved option within their programme of study or as an 'extra' unit which does not count towards a final award.


MN30504 is Optional on the following programmes:

Department of Chemistry
  • USCH-AFB03 : BSc (hons) Chemistry with Management (Full-time) - Year 3
  • USCH-AKB04 : BSc (hons) Chemistry with Management with Industrial Training (Full-time with Thick Sandwich Placement) - Year 4
  • USCH-AAB04 : BSc (hons) Chemistry with Management with Study Year Abroad (Full-time with Study Year Abroad) - Year 4
  • USCH-AFM07 : MSci (hons) Chemistry with Management (Full-time) - Year 3
  • USCH-AKM07 : MSci (hons) Chemistry with Management with Industrial Training (Full-time with Thick Sandwich Placement) - Year 4

Notes:
* This unit catalogue is applicable for the 2013/4 academic year only. Students continuing their studies into 2014/15 and beyond should not assume that this unit will be available in future years in the format displayed here for 2013/14.
* 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.