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.