MKT4010H Brand Management

Academic Year 2020/2021

This module is designed to assess the ways in which brands, as a company asset, can be made to acquire and sustain value in the marketplace. The nature of alternative brands is analysed as well as the skills and tasks required of brand managers in order to manage and sustain brands. Consideration is given to brand management, navigation, value, opportunities, threats, and sustainability. The aim is to introduce the perspective of branding as an embedded element in sociological, anthropological, and psychological theories of consumer behaviour and culture, thereby looking beyond the rigid confines of purely `business' viewpoint. The course is devised around a blend of lectures, discussion and case studies.

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Curricular information is subject to change

Learning Outcomes:

On completing this module, students will be expected to be able toSpecify the concepts of brands and branding from both a company and consumer perspectiveDemonstrate a critical understanding of brand management, brand equity, brand metrics, and brand longevityExplain and analyse the integrated brand planning approachClassify the reasons behind and prerequisites for brand innovation and re-invention and re-positioningAppreciate brands as mediums for meaning transfer in today's society

Student Effort Type Hours
Lectures

24

Specified Learning Activities

60

Autonomous Student Learning

80

Total

164

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Examination: Examination 2 hour End of Trimester Exam No Graded No

60

Assignment: Main Assignment Varies over the Trimester n/a Graded No

40


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring Yes - 2 Hour
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Ms Christina Burke Tutor
Mr Neil Caraher Tutor
Ms Michele Connolly Tutor
Mrs Edna Eugenia Da Silva Tutor
Robert Kreuzbauer Tutor
Koey Kwong Tutor
Ms Eva Lock Tutor

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