BE440-6-AU: BRAND MANAGEMENT
Year: 2013/14
Department: Essex Business School
Essex credit: 15
ECTS credit: 7.5
Available to year(s) of study:
Available to Study Abroad / Exchange Students: Yes Pre-requisites: BE510 OR BE511
| Module is taught during the following terms |
| Autumn |  | Spring |  | Summer | |
Module Description
MODULE OUTLINE
This module builds upon students prior knowledge of marketing and management by considering the more specific field of brand management. It highlights the presence of brands and branding initiatives in contemporary society, examines their socio-cultural and business role, and explores their consequences for contemporary marketing practices, and for organisational practices more generally. The module deals with the meaning and proliferation of brands, choices regarding brand strategies, and the relationship between brands and consumers. More specific management aspects include brand identity and image, brand equity and brand extension, while the module also provides a forum for critical discussion of the role of global brands, brand ethics, and social responsibility. As a whole, the module introduces managerial and marketing issues central to brand management while also engaging in critical analysis of branding understood as a cultural practice.
INTENDED LEARNING OUTCOMES
By the end of the module you should be able to
Understand the role and functions of branding in contemporary marketing practice, and recognize both benefits and risks of brand strategy.
Understand the historical emergence of branding and locate brand management within its wider social, economic and political context.
Critically analyse the role of brand management and wider branding practices in contemporary society.
Learning & Teaching Methods
TEACHING DELIVERY
The module will be delivered in weekly one-hour lectures and one-hour seminars. This will enable the topic to be covered by both formal lectures and related discussions for deeper understanding. Readings will be provided on Moodle before seminars and it is expected that you prepare for the seminars by reading the material beforehand.
Coursework I: 2,000 word essay (40%)
Coursework II: 2,500 word case study assignment (60%)
The first piece of coursework is a set essay question, which gives students the opportunity to critically discuss some aspect/s of contemporary branding practice. The second piece of coursework requires students to analyse a given case study by drawing on the literature discussed in the module. The case study can relate to a particular brand, or to a current branding practice.
Assessment
100 per cent Coursework Mark
Coursework:
See Learning and Teaching Methods
Exam Duration and Period