Strategic Brand Management

Module code: MN2107

Branding gives companies and organisations a voice and a personality. It differentiates products and brings emotion, social capital and philosophy into the purchasing process. But how are these brands managed? This module will introduce you to the strategy behind brand management.

You'll look at the role of brands for organisations and evaluate their theoretical and practical implications. You'll analyse the role of brand management and its performance within organisations. You'll apply brand management concepts and strategies to organisational issues and evaluate their effectiveness. Plus, you'll critically evaluate the history and impact of brands on consumers, economies and society at large.

Learning

  • 20 hours of lectures
  • 8 hours of seminars
  • 122 hours of guided independent study

Assessment

  • Exam (50%)
  • Group assignment (50%)