School of Management, Unit Catalogue 2007/08 |
MN50360 Strategic brand management |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: CW 100% |
| Requisites: |
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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 social role and significance of brands in contemporary consumer culture. 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 (A) 4. Group working skills (F). Content: 1. The social psychology of brands 2. Emotion and brands 3. The symbolic meaning of brands 4. Cultural meaning systems 5. Brand equity 6. Brand strategies - high involvement 7. Brand strategies - low involvement 8. Corporate brands & corporate reputation 9. Student presentations 10. Student presentations 11. Revision. |