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MN50360: Strategic brand management

Follow this link for further information on academic years Academic Year: 2019/0
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: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 2
Further information on unit assessment Assessment Summary: CW 100%*
Further information on unit assessment Assessment Detail:
  • Coursework* (CW 30%)
  • Coursework* (CW 70%)

*Assessment updated due to Covid-19 disruptions
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Further information on descriptions 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.

1. Analytical, evaluative and creative skills (T/A)
2. Writing skills (A)
3. Presentation skills (F)
4. Group working skills (F)

1. The nature of brands and branding
2. Brand equity
3. Consumers and brands
4. Brand experience
5. Building brands
6. Brand positioning
7. Brand repositioning
8. Brand architecture
9. Brand communications
10. Brand extension
11. Corporate brand management.
Further information on programme availabilityProgramme availability:

MN50360 is a Designated Essential Unit on the following programmes:

School of Management

MN50360 is Optional on the following programmes:

School of Management