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MN50437: Strategic brand management

[Page last updated: 09 August 2024]

Academic Year: 2024/25
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Period:
Modular - no specific semester
Assessment Summary: CW 100%
Assessment Detail:
  • Individual Assignment (CW 100%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
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.


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

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.

Course availability:

MN50437 is Optional on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2024/25 academic year only. Students continuing their studies into 2025/26 and beyond should not assume that this unit will be available in future years in the format displayed here for 2024/25.
  • Courses 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.