Module Details

Module Code: MRKT8001
Title: Brand Management
Long Title: Brand Management
NFQ Level: Advanced
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 3 programme(s)
Module Description: To provide students with working knowledge of the principles and procedures of modern brand management best practice.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Apply the theories, principles and practices of brand management.
LO2 Critically appraise innovative tools and brand management techniques.
LO3 Conduct a detailed brand management strategy.
LO4 Critically analyse the impact of digital on retail brands.
LO5 Critically evaluate what it is that makes the top global brands successful.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Branding Theory, Principles and Concepts
Definitions of branding, analysis of different types of brands including corporate brands, family brands, individual brands and retail brands. The importance of branding to manufacturers, consumers and retailers. Brand development, selection of brand names.
Brand Management Strategy
Designing and implementing brand strategies, managing brands over time, introducing and naming new products and brand extensions, effect of cannibalisation on core brands.
Creating and Sustaining Brand Equity
Customer based brand equity, sources of brand equity, building a strong brand. Branding and corporate reputation. The brand audit.
The Impact of Digital on Brands
Multichannels to omnichannels. Retail brands using digital to transform the shopping experience. Re-imagining the customer journey through a digital lens.
Branding in the International Sphere
The top global brands: Interbrand and BrandZ classifications and methodologies. Managing brands over geographic boundaries and market segments.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Other % of Total Mark 40
Timing Week 10 Learning Outcomes 1,2,3
Assessment Description
Report and Presentation on Case Study Assignment
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End-of-Semester Final 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.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 3.00 3
Independent Learning Non Contact Readings including case-studies Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Readings including case-studies Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Keller, K.L.. (2012), Strategic Brand Management, 4th. Pearson Education, New Jersey.
Supplementary Book Resources
  • Rosenbaum-Elliott, R., Percy, L. & Pervan, S.. (2015), Strategic Brand Management, 3rd. Oxford University Press, Oxford.
  • De Chernatony, L., McDonald, M. and Wallace, E.. (2011), Creating Powerful Brands, 4th. Routledge, Oxford.
  • Roper, S. and Fill, C.. (2012), Corporate Reputation - Brand and Communication, Pearson Education, Essex.
  • Laforet, S.. (2010), Managing Brands - A Contemporary Perspective, McGraw Hill, Berkshire.
  • Elliott, R. and Percy, L.. (2011), Strategic Brand Management, 2nd. Oxford University Press, New York.
  • Wheeler, A.. (2012), Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th. Wiley, United Kingdom.
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 1 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 7 Mandatory
CR_BPRNM_9 Master of Arts in Public Relations with New Media 1 Elective