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MN20608: Brand management

[Page last updated: 20 April 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 2
Assessment Summary: CW100
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN10573
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.

Skills: 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)

Content:
* 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.

Programme availability:
NB. Postgraduate programme information will be added when the postgraduate catalogues are published in August 2021

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)

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.