MKT30170 Brand Management

Academic Year 2020/2021

What is your favorite brand? What do you think makes it successful? In this module we will discover what is considered a successful brand, what underlies its success, and how to take a successful brand even further. Take a look at the learning outcomes below to find out more about the content.

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Curricular information is subject to change

Learning Outcomes:

Upon completing this module, you will:

- Have an understanding of what brands mean to firms and consumers, and how to define a successful brand.
- Attain a deep knowledge on three pillars of effective brand management: brand awareness, brand positioning, and brand identity.
- Learn how to leverage successful brands, and how to manage brands across time & cultures.

Student Effort Hours: 
Student Effort Type Hours
Lectures

24

Total

24

Approaches to Teaching and Learning:
Each week’s content will be delivered through a mix of lectures, in-class discussions and case-studies. For majority of classes, I will mainly use limited number of Power Point/Key Note slides to deliver brief theory, but most of the learning will come from our class discussions. For the remaining classes, the focus will be on application in which students will get a chance to apply their learnings into real business problems. Please note that for the 2020/2021 academic year, all classes will take place online. 
Requirements, Exclusions and Recommendations
Learning Recommendations:

Students should have an introductory knowledge of marketing before taking this module. This module is not recommended to UCD students who have not completed "Marketing: Firms, Customers & Society" or international students who have not completed a module on "Introduction to Marketing" or "Marketing Management".


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Build a Brand Project (to be completed individually or in pairs) Week 12 n/a Graded No

65

Group Project: Brand Recall Campaign (to be completed in groups) Week 6 n/a Graded No

35


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.