Module Details
Module Code: |
MGMT H4001 |
Module Title:
|
Brand Management
|
Title:
|
Brand Management
|
Module Level:: |
8 |
Module Coordinator: |
Myles Kelly
|
Module Author:: |
Deirdre Fleming
|
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 Assessment | 60.00% |
End of Module Formal Examination | 40.00% |
AssessmentsFull Time
End of Module Formal Examination |
|
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 |
---|
-
Marketing Institute of ireland,
-
Chartered Institute Of Marketing UK,
-
WARC,
-
ISSUU,
-
Marketing Week Magazine UK,
-
European Case Centre,
-
POPSOP,
-
Amarach,
-
The Times Cases Resource,
|
|