- Student Records
Programme & Unit Catalogues


MN50437: Strategic brand management

Follow this link for further information on academic years Academic Year: 2014/5
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period: Modular (no specific semester)
Semester 2
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Case Analysis (CW 30%)
  • Written Assignment (CW 70%)
Further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this unit you must take MN50339 and take MN50340 and take MN50341 and take MN50342 and take MN50343 and take MN50344
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 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.
Further information on programme availabilityProgramme availability:

MN50437 is Optional on the following programmes:

School of Management
Notes:
* This unit catalogue is applicable for the 2014/15 academic year only. Students continuing their studies into 2015/16 and beyond should not assume that this unit will be available in future years in the format displayed here for 2014/15.
* 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.