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MN20608: Brand management

Follow this link for further information on academic years Academic Year: 2018/9
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Intermediate (FHEQ level 5)
Further information on teaching periods Period:
Semester 2
Further information on unit assessment Assessment Summary: CW 30%, EX 70%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 30% - Qualifying Mark: 35)
  • Examination (EX 70% - Qualifying Mark: 35)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this module you must take MN10573
Further information on descriptions Description: Aims:
Companies no longer make products they develop brands. The aim of this unit is to introduce the principles and practices of strategic brand management and to assess the wider socio-cultural significance and importance of brands in contemporary advanced industrialized and emerging economies.

Learning Outcomes:
At the end of this unit students will be able to:
* Understand and account for the social and cultural significance of brands in everyday life.
* Understand and account for the strategic importance of brands for brand owning companies
* Develop and apply a range of branding strategies to meet different marketing objectives and socio-cultural contexts.

This unit is designed to develop students' intellectual, practical and key transferable skills in the following ways:
* Written communication skills (F/ A)
* Group working skills (F/ A)
* Analytical and evaluative skills (F/ A)
* Researching skills (F/A)


* The history of brands
* Brands and Contemporary Society
* Consumer brand relationships
* The strategic importance of brands
* Managing brands - building strong brands
* Managing brands - positioning brands
* Managing brands - Brand architecture
* Branding Strategies - functional brands
* Branding strategies - symbolic brands
* Cultural Branding Strategies
* Managing brands across cultures.
Further information on programme availabilityProgramme availability:

MN20608 is Compulsory on the following programmes:

School of Management
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 2)

MN20608 is Optional on the following programmes:

School of Management
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 2)
  • UMMN-AFB04 : BSc(Hons) Management (Year 2)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 2)