MKT4010S Brand Management

Academic Year 2023/2024

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, case studies, and guest speakers.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

On completing this module, students will be expected to be able to
Specify the concepts of brands and branding from both a company and consumer perspective
Demonstrate a critical understanding of brand management, brand equity, brand metrics, and brand longevity
Explain and analyse the integrated brand planning approach
Classify the reasons behind and prerequisites for brand innovation and re-invention and re-positioning
Appreciate brands as mediums for meaning transfer in today's society

How will I learn?

Student Effort Type	Hours
Lectures	20
Specified Learning Activities	80
Autonomous Student Learning	150
Total	250

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

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

What happens if I fail?

Remediation Type	Remediation Timing
Repeat	Within Two Trimesters

Assessment feedback

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.

Associated Staff

Name	Role
Dr Christina Burke	Tutor
Ms Michele Connolly Doran	Tutor
Rachel Sim	Tutor
Chee Shong Tan	Tutor
Charlene Tan Puay Koon	Tutor
Shawn Wong	Tutor
Siti Zarifah	Tutor

When is this module offered?


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