School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Modular (no specific semester) Semester 2 |
| Assessment:
| CW 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN50339 and take MN50340 and take MN50341 and take MN50342 and take MN50343 and take MN50344 |
| 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; * Examine strategies to build, grow and reposition brands; * Examine strategies and systems for managing brand portfolio's; * Examine strategies for building a brand-driven organization. Learning Outcomes: On completion of this module students will be able to: * Analyse and evaluate the current branding strategies pursued by firms 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. Interpersonal skills. Content: 1. Understanding the nature of consumer-brand relationships 2. The symbolic meaning of brands 3. Building brand equity 4. Managing brands for growth 5. Repositioning brands 6. Building a brand driven organization. |
| Programme availability: |
MN50437 is Optional on the following programmes:School of Management
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