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MKT4010S

Academic Year 2024/2025

Brand Management (MKT4010S)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Dr Orna O'Brien
Trimester:
Autumn and Summer (separate)
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module is designed to assess the ways in which brands, as a company asset, can be made to acquire and sustain value in the marketplace. The nature of alternative brands is analysed as well as the skills and tasks required of brand managers in order to manage and sustain brands. Consideration is given to brand management, navigation, value, opportunities, threats, and sustainability. The aim is to introduce the perspective of branding as an embedded element in sociological, anthropological, and psychological theories of consumer behaviour and culture, thereby looking beyond the rigid confines of purely `business' viewpoint. The course is devised around a blend of lectures, discussion, case studies, and guest speakers.

About this Module

Learning Outcomes:

On completing this module, students will be expected to be able to
Specify the concepts of brands and branding from both a company and consumer perspective
Demonstrate a critical understanding of brand management, brand equity, brand metrics, and brand longevity
Explain and analyse the integrated brand planning approach
Classify the reasons behind and prerequisites for brand innovation and re-invention and re-positioning
Appreciate brands as mediums for meaning transfer in today's society

Student Effort Hours:
Student Effort Type Hours
Lectures

20
Specified Learning Activities

80
Autonomous Student Learning

150
Total

250

Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered

Not yet recorded.

Carry forward of passed components
No
 

Remediation Type Remediation Timing
Repeat Within Two Trimesters
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Dr Christina Burke Tutor
Ms Michele Connolly Doran Tutor
Rachel Sim Tutor
Chee Shong Tan Tutor
Charlene Tan Puay Koon Tutor
Shawn Wong Tutor
Siti Zarifah Tutor
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