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This subject develops students’ knowledge of major theories and current research in branding and managing products. It addresses building and measuring brand equity and aims to improve brand-related decisions. Specific topics include brand equity, brand positioning, brand marketing programs and measuring brand performance.
Intended learning outcomes
After completing this subject, you should be able to:
- Explain the importance of brand management for modern firms.
- Discuss the key theoretical concepts relevant to brand management issues.
- Synthesise the basic principles for brand management with new rules (e.g., consumers' role in co-creating brand meanings).
- Critically analyse complex brand management issues and provide theoretically sound and practically feasible solutions.
In this subject you will have the opportunity to develop important generic skills. Specifically, you will learn to:
• Synthesise knowledge from different information sources (e.g., academic journals, trade journals, newspapers, business magazines, websites)
• Analyse and interpret key consumer trends/findings
• Critically evaluate, understand, and integrate theoretical and managerial ideas
• Apply theoretical knowledge to solve real company and consumer behaviour issues
• Appreciate team diversity by understanding different (sometimes conflicting) views
• Work collegially and effectively in teams
• Deliver oral presentations confidently
• Manage time by planning ahead to meet deadlines
Last updated: 14 December 2019