BM7405: Brand Marketing

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Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7405: Brand Marketing

Module Title Brand Marketing
Module Code BM7405
Module Tutor Xian (Lily) Wang
School Business School
CAT Points 15
Level of Study 7
Brief Description

Successful branding adds customer value and is a key element in gaining and protecting competitive advantage.  The importance of brands and corporate reputation in both home & global customer and business-to-business markets is emphasised.  This module critically addresses the multiple factors that contribute to successful branding decisions: brand management (strategic, operational and tactical considerations) and more innovative approach (identity and symbolism) that incorporates a cultural perspective on the importance of brands.

Indicative Syllabus

Managing Brand Equity & Customer Value

Managing the Brand Franchise: strategic perspective

Managing the Brand Franchise: operational & tactical perspectives

New Product Development: brand & line extensions

Brand Metrics: key performance indicators and value drivers

Socio-cultural meaning of low involvement brands

Socio-cultural meaning of high involvement brands

Brands role in corporate reputation.

Learning Outcomes

On successful completion of the module the student should be able to:

 

1) Assess the role of brand management within the context of marketing management and corporate reputation.

2) Evaluate opportunities for brand growth and development.

3) Understand the complexity of brand identity, symbolism and consumer choice.

4) Critically explore the links between branding, communication and positioning strategies.

5) Evaluate the importance of brand equity and valuation for corporate success.

6) Critically evaluate the factors influencing global brand management.

Learning and Teaching Activities
Assessment (For further details see the Module Guide) 001: 100% Coursework: Individual, standard written: Standard: 4000 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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