This module will provide you with a managerial and critical understanding of how brand strategy integrates a variety of perspectives - the social, psychological, managerial and creative aspects of branding.
Students will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in the managerial context.
Students will learn to use their powers of logic and deduction to infer brand strategies from an examination of the observable elements of brand expression, and in the process they will explore the vital importance of creativity and emotion in marketing. They will also learn to think for themselves about the role brands currently play in cultures of consumption around the globe.
|Credits||8 ECTS credits|
|Prerequisites||MKTG 210 and MKTG 225|
|Assessment||20% coursework and 80% exam|