| Title: | Brand Management |
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| Long Title: | Brand Management |
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| Field of Study: |
Marketing & Advertising
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| Valid From: |
Semester 1 - 2016/17 ( September 2016 ) |
| Module Coordinator: |
Pio Fenton |
| Module Author: |
Conor Kelleher |
| 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: |
| 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. |
| Pre-requisite learning |
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 CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). |
| No recommendations listed |
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 |
Co-requisites
|
| No Co Requisites listed |
Module Content & Assessment
| 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.
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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.
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Creating and Sustaining Brand Equity
Customer based brand equity, sources of brand equity, building a strong brand. Branding and corporate reputation. The brand audit.
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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.
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Branding in the International Sphere
The top global brands: Interbrand and BrandZ classifications and methodologies. Managing brands over geographic boundaries and market segments.
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| Assessment Breakdown | % |
|---|
| Course Work | 40.00% |
| End of Module Formal Examination | 60.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Other |
Report and Presentation on Case Study Assignment |
1,2,3 |
40.0 |
Week 10 |
| End of Module Formal Examination |
|---|
| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Formal Exam |
End-of-Semester Final Examination |
1,2,3,4,5 |
60.0 |
End-of-Semester |
| 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 institute reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Lecture |
3.0 |
Every Week |
3.00 |
| Independent Learning |
Readings including case-studies |
4.0 |
Every Week |
4.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Lecture |
2.0 |
Every Week |
2.00 |
| Independent & Directed Learning (Non-contact) |
Readings including case-studies |
5.0 |
Every Week |
5.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
2.00 |
Module Resources
| Recommended Book Resources |
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- Keller, K.L. 2012, Strategic Brand Management, 4th Ed., Pearson Education New Jersey
| | Supplementary Book Resources |
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- Rosenbaum-Elliott, R., Percy, L. & Pervan, S. 2015, Strategic Brand Management, 3rd Ed., Oxford University Press Oxford
- De Chernatony, L., McDonald, M. and Wallace, E. 2011, Creating Powerful Brands, 4th Ed., 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 Ed., Oxford University Press New York
- Wheeler, A. 2012, Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Ed., Wiley United Kingdom
| | This module does not have any article/paper resources |
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| Other Resources |
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- Journal: Journal of Brand Management
- Journal: Journal of Product and Brand Management
- Journal: European Journal of Marketing
- Journal: Journal of Marketing Management
- Website: Interbrand
- Website: Millward Brown
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Module Delivered in
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