BUSM026 Brand Management
The module will focus on the strategic role that brands play in the successful marketing of products and services. It aims to introduce current academic thinking and business practice of contemporary branding to students introducing key concepts such as brand equity, brand identity and corporate branding. In addition the course aims to introduce and show the actual process of brand management and the issues and dilemmas that contemporary brand managers and stewards have to face. It aims to comprehensively cover these areas and will deal with topics such as brand identity, brand development, brand strategy, organisational support for branding, brand features and personality, brand portfolios and the internet and branding. The focus of the course will be a final presentation and report that students both in groups and as individuals will have to prepare on analysing a failing brand and proposing ideas to reposition and revitalise it. The brand itself will be taken from the contemporary business world and so will provide the students with opportunities to carry out challenging and relevant research.
100% Coursework: 70% Essay (3000 words), 30% Individual Presentation