Brand Management (MGT5411)

This course introduces students to core concepts of branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process.

Timetable

• This is an online course of 20 credits. This requires 200 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with other interactive methods of learning and assessment.

Course Aims

• This course aims to develop student competences in understanding the core theories and contemporary issues in branding and brand management. It does this holistically by connecting brand management to the concept of branding from the customer's perspective (including business customers and the end consumer).

Intended Learning Outcomes of Course
By the end of this course students will be able to:

• Appraise the theory and methodology of brand management for different stakeholders and different marketing objectives
• Critically reflect on the core concepts of branding and how these translate into value creation for consumers
• Critically analyse branding strategies in relation to competitors and changing market environments
• Apply current theory and methodology to devise guidelines for contemporary issues in brand management
• Develop high quality written communication and presentation skills.

Minimum Requirement for Award of Credits

• Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.