MKT40590 Brand Management

Academic Year 2019/2020

This course is designed to equip participants with a thorough knowledge of the nature and practice of branding. It is based on the premise that the concept of branding lies at the heart of all organisations, business and non-business, and that is increasingly being applied to countries, educational establishments and individuals.The course will cover the history and development of the brand concept from the late nineteenth century to the present day and will provide an overview of the technical development of the concept from the first academic definition in 1955 to the latest academic thinking on the subject.A wide range of case histories will be used to illustrate different aspects of the subject and students will be introduced to a number of Irish companies with current brand management issues and will be able to work with them in contributing to the resolution of these issues.Particular emphasis will be placed on the creative aspects of brand management and the need not only to have a comprehensive understanding of the brand under review, but of the society in which the brand operates.

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Curricular information is subject to change

Learning Outcomes:

On completing this module, students will be expected to be able to critically duscuss and analyze the core 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

36

Specified Learning Activities

80

Autonomous Student Learning

100

Total

216

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
Group Project: Group Project Unspecified n/a Graded No

50

Continuous Assessment: Class Participation Unspecified n/a Graded No

5

Essay: Essay Throughout the Trimester n/a Graded No

45


Carry forward of passed components
No
 
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

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

How will my Feedback be Delivered?

Not yet recorded.

Spring
     
Lecture Offering 1 Week(s) - Spring: All Weeks Wed 14:00 - 16:50

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