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Course & Unit Catalogues


MN22031: Brand management

[Page last updated: 03 June 2024]

Academic Year: 2024/25
Owning Department/School: School of Management
Credits: 10 [equivalent to 20 CATS credits]
Notional Study Hours: 200
Level: Intermediate (FHEQ level 5)
Period:
Semester 2
Assessment Summary: CWES 20%, CWOG 80%
Assessment Detail:
  • Brand Innovation Pitch (CWOG 80%)
  • Self-reflective essay on careers in brand management (CWES 20%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes: By the end of the course you 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



Synopsis: Learn the necessary tools to: - build and position brands - engage with customers - revitalise tired or faded brands - manage marketing communication critical to brand performance You will also explore how brands are resisted and how brands become weak.

Content: This course examines the theories, principles, and practices of branding in contemporary society. This is augmented by critically evaluating several 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.

Course availability:

MN22031 is Compulsory on the following courses:

School of Management
  • UMMN-AKB15 : BSc(Hons) Management with Marketing with work placement (Year 2)

MN22031 is Optional on the following courses:

School of Management Department of Politics, Languages and International Studies
  • UHPL-AKB50 : BSc(Hons) International Management and Modern Languages (French) with year abroad (Year 2)
  • UHPL-AKB51 : BSc(Hons) International Management and Modern Languages (German) with year abroad (Year 2)
  • UHPL-AKB52 : BSc(Hons) International Management and Modern Languages (Spanish) with year abroad (Year 2)

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.