MKT40590 Brand Management

Academic Year 2023/2024

This course is designed to equip participants with a thorough knowledge of the nature and practice of branding. It is based on the premise that the concept of branding lies at the heart of all organisations, business and non-business, and that is increasingly being applied to countries, educational establishments and individuals.The course will cover the history and development of the brand concept from the late nineteenth century to the present day and will concentrate on how brands are developed as social media transform the media landscape, a range of ‘influencers’ muscle into the media space and consumers demand more intense customer experiences (CX) than in the past. This module will explore the growing movement for brands to become involved in wider societal issues and how branding expertise will become more important in the future as more businesses embrace ESG (environmental, societal, governance) metrics and will need to communicate their commitment and progress to a wider audience. The class will be working on a project involving Ireland’s largest global business (CRH) to develop and communicate an ESG strategy.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

On completing this module students will be expected to understand the importance of branding for business profitability and to be able to devise a brand strategy and positioning and a programme for communicating that strategy, using the full range of channels from traditional and digital media and from public relations, sponsorship, brand activation and CX

Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Essay: Essay Throughout the Trimester n/a Graded No


Group Project: Group Project Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Mr John Fanning Lecturer / Co-Lecturer
Lecture Offering 1 Week(s) - 20, 21, 23, 24, 25, 26, 29, 31, 32, 33 Mon 14:00 - 16:50

Discover our Rankings and Accreditations