Aim of module
The aim of the module is to further develop the student’s knowledge and understanding of strategic brand management. Through an in-depth analysis and a critical evaluation of strategic brand management theories, students will be able to fully appreciate the value of brand to organisations.
Learning outcomes
On completing of the module students should be able to:
- Critically review strategic brand management theory
- Analyse different foundations used to value brands
- Formulate, evaluate and justify brand development decisions
- Critically appraise the role of the marketing mix in supporting successful brands
- Demonstrate creativity in formulating a brand and associated brand strategy
Word count
The word count of Assessment 2 includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc). The title page, table of contents, list of references and appendices are NOT included in the word count.
Format
The Assessment 2 will adopt a report format. It must include cover page (include matriculation no, brand name and word count), table of contents, introduction, main body, conclusions and reference list. Figures and tables must be included in the main body of the report and identified appropriately. Appendices must be kept very minimum. Headings and sub-headings must be clearly identified and numbered. Font size: 12 pt, line spacing: double, recommended font types: Arial or Times New Roman.
