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MN20034: Brand management

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Intermediate (FHEQ level 5)
Period:
Semester 1
Assessment Summary: CW100
Further information on unit assessment Assessment Detail:
  • Assessment detail data for this unit is currently being updated as a change has been approved. Updated assessment information will be published here shortly.
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN20016 OR take MN20081
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.

Skills: 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).

Content: 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.

Programme availability:

MN20034 is Optional on the following programmes:

School of Management
  • UMMN-ANB01 : BSc(Hons) Business Administration with Thin sandwich placement(s) (Year 3)
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 4)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 4)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 4)

Notes:

  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
  • Programmes and units are subject to change 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.
  • Find out more about these and other important University terms and conditions here.