Module Details

Module Code: MGMT H4001
Module Title: Brand Management
Title: Brand Management
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Deirdre Fleming
Domains:  
Module Description: The aim of this module is to provide learners with a practical understanding of the theories, roles and application of strategic brand management decisions affecting customer choice. The module explores the creation and management of brands as well as examining brand equity. Digital and global brand management strategies are also explored including digital brand communities and managing iconic global brands.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Gain an understanding of strategic brand management decisions such as brand identities, brand narratives, growing, sustaining and managing brand equity.
LO2 Measure brand performance and design a brand plan with fully justified recommendations to respond to changing customer buyer journeys.
LO3 Critically analyse the impact of digital and globalisation on Brand management strategies.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Brand Management Strategy
Brand audit process, Brand equity theories, Strategic Branding Decisions, Brand development, Naming brands, Product Brand Extensions, international brands and the top global brands
Strategic Brand Management Decisions
Creating brand identities, brand narratives and storytelling, managing individual and house brands, managing brand extensions, brand reinforcing and revitalisation.
Brand Identity and Positioning
Managing brand identity, Positioning Approaches and Strategies • Adapting to changing customer Markets • Engaging Markets, credibility and Authenticity.
Brand Equity
Growing, sustaining and managing brand equity.
Digital Branding
Understanding the digital brand experience, the consumer decision journey and digital branding, digital brand communities.
Global brands
Factors leading to increased global branding, managing iconic global brands, operating a global brand strategy.
Brand Personality
Aaker's personality Scale: The Antecedents of Brand Personality: Self-Concept
Brand Implementation and control
Budget management, brand and marketing metrics, performance analysis.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment60.00%
End of Module Formal Examination40.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 60
Timing Week 26 Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Learners will work in pairs and complete a brand plan for a live company using research to problem solve and provide creative solutions to meet customer needs. A poster session will be used to present the group’s findings and recommendations. Interim deadline will be incorporated throughout to scaffold learning.
No Project
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 40
Timing End-of-Semester Learning Outcomes 1,2,3
Non-marked No
Assessment Description
No Description
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Kevin Lane Keller,Vanitha Swaminathan. Strategic Brand Management, [ISBN: 1-292-31496-6].
  • Kotler, Keller, Brady. (2015), Marketing Management, Pearson, UK.
  • Rosenbaum-Elliot, Percy and Pervan. (2015), Strategic Brand Management, 3rd. Oxford University Press, Oxford, UK.
  • Al Ries,Jack Trout. (2001), Positioning: The Battle for Your Mind, McGraw Hill Professional, p.213, [ISBN: 9780071705875].
Supplementary Book Resources
  • David Jobber & Ellis-Chadwick. (2012), Principles and Practice of Marketing, 7. Mcgraw Hill Higher Education, p.1016, [ISBN: 97800771400007].
  • Keller. (2012), Strategic Brand Management, 4th. pearson Education, New Jersey.
  • Kevin Lane Keller,Tony Apéria,Mats Georgson. (2011), Strategic Brand Management, Pearson Education, p.940, [ISBN: 9780273737872].
Recommended Article/Paper Resources
  • Journal. Journal of Marketing Management, JMM.
  • Academy of marketing journal, AMJ.
  • Industrial Marketing Management, IMM.
  • European Journal of Marketing, EJM.
  • Journal of Brand Management. JBM.
Other Resources
Discussion Note: