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MN50437: 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:
Modular (no specific semester)
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Individual Assignment (CW 100%)
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.
* 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:
The unit will cover some or all of the following:
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
7. Marketing Analytics.
Further information on programme availabilityProgramme availability:

MN50437 is Optional on the following programmes:

School of Management

Notes: