|
 Academic Year:
| 2013/4 |
| Owning Department/School:
| School of Management |
| Credits:
| 6 |
| Level:
| Honours (FHEQ level 6) |
| Period: |
Semester 1 |
| Assessment:
| CW 30%, EX 70% |
| Supplementary Assessment: |
Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| In taking this unit you cannot take MN20034 |
| 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. |
| Programme 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
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