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MRKT8001 - Brand Management

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Title:Brand Management
Long Title:Brand Management
Module Code:MRKT8001
 
Credits: 5
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 3 programme(s)
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.
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.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
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
  • Keller, K.L. 2012, Strategic Brand Management, 4th Ed., Pearson Education New Jersey
Supplementary Book Resources
  • 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
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

Cork Institute of Technology
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Email: help@cit.edu.ie