Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module explores the topic of brands and brand management, extending the marketing knowledge and skills developed in levels 4 and 5. The importance of brands in both customer and business to business markets and the fields of consumer identity and corporate reputation, in home and global markets, are emphasized. Successful branding adds customer value and is a key element in gaining and protecting competitive advantage. This module critically assesses the multiple factors that contribute to successful branding decisions from both a traditional marketing perspective (equity and positioning) and a more innovative approach (identity and symbolism) that incorporates a cultural perspective on the importance of brands.
Indicative topics include:
A student passing this module should be able to:
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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