- Department: The York Management School
- Credit value: 20 credits
- Credit level: M
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
Occurrence | Teaching period |
---|---|
A | Semester 2 2024-25 |
This module aims to develop:
an understanding of the role of the brand from the perspective of the organisation and society
the necessary skills to enable assessment of brand opportunities
appropriate responses, to take and implement branding decisions, and measure the effectiveness of these decisions
the ability to conduct and present work in a manner befitting a professional brand manager
Academic and graduate skills
Apply brand concepts to assess the current position of brands in the global market place.
Synthesise current academic writing on branding in the global context using relevant library resources.
Develop a brand plan for assessment and formulate marketing recommendations for that brand.
Skills-related learning outcomes
Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
Produce logical and structured arguments supported by relevant evidence.
Subject content
Systematic understanding and comprehensive knowledge of brand theories and concepts, such as brand equity, identity, personality and brand architecture.
Critical awareness of the external challenges of managing brands in the global environment.
Critically assess the role of the brand within an organisation’s overall market position.
Topics to be covered include:
Brand Equity
Brand Identity and Personality
The Brand within the Organisation
The Brand Planning Process
Managing Brand Portfolios
New Product Development
Brand Communications
Measuring Brand Equity
Business to Business branding
Retailer issues and branding
Task | % of module mark |
---|---|
Essay/coursework | 100 |
None
Task | % of module mark |
---|---|
Essay/coursework | 100 |
Each student will receive a feedback sheet with detailed comments on his/her assessment, explaining how the student performed in relation to each of the criteria used for assessment
At the end of term a self evaluation of the course to be approved by the Board of Examiners and the uploaded on to the VLE
Turnaround time is maximum 6 weeks
The main textbook is:
Keller, D. (2008), Strategic Brand Management – A European Perspective, New Jersey, Prentice Hall.
Other readings:
Aaker, D. (2010), Building Strong Brands, London, Simon & Schuster.
Kapferer, J. J. (2008), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London, Kogan Page.
Some Useful Journals
Academy of Management Review
European Journal of Marketing
Harvard Business review
Industrial Marketing Management
Journal of Advertising Research
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Product and Brand Management
The Journal of Brand Management