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MN20034: Brand management

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: Intermediate (FHEQ level 5)
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: Before taking this unit you must take MN20016 or take MN20081
Further information on descriptions Description: Aims:
This course examines the theories, principles and practices of branding in contemporary society. This is carried out by critically evaluating a number of real-world brands and case studies within the social and cultural context. This course explores the meaning and consumption of brands, as well as resistance to brands. It considers different types of decisions involved in managing brands and discusses challenges and opportunities in a globalised, technology intensive society. 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 society
* Recognise the unique challenges of brand management
* Begin to apply brand strategies in different contexts and evaluate brand performance
* Appreciate the role of technology and social media in relation to brand and communication.

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).

The course will contain a range of lectures, in-class assignments, case-studies and exercises for the following indicative content:
* Different perspectives on brands in society
* Brand equity
* Consumers and Brands
* Brand positioning and repositioning
* Brand extension
* Brand architecture
* Corporate branding
* Cross cultural and cross national branding.
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

* 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.