|
 Academic Year:
| 2012/3 |
| Owning Department/School:
| School of Management |
| Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Semester 2 |
| Assessment:
| CW 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN50355 |
| 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. |
| Programme 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
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