LB5302 - Strategic Brand Management

Credit points:	03
Year:	2006
Student Contribution Band:	Band 2
Administered by:

This subject will broaden students' understanding of factors in marketing to an increasingly competitive international and global marketplace. The subject facilitates the student's understanding of successful brand development by understanding the strategic guidelines and tactical insights necessary to develop and manage successful brands within the marketplace. Choosing the right brand elements, designing supporting marketing programmes, and leveraging on secondary associations form the basis of Brand Equity. The growing importance for long term branding strategies that cross cultural boundaries is also covered within the module.

Learning Outcomes

• At the completion of this subject students will - understand the role of brand and product management in creating value for shareholders - understand and be able to apply a range of financial skills necessary to manage a portfolio of brands - appreciate the role of product portfolios in managing brands and products throughout their life-cycle - understand the importance of new product development in sustaining future cash flow and shareholder value - understand the critical importance of developing distinct brand equity.

Graduate Qualities

• The ability to adapt knowledge to new situations;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to work individually and independently.

Availabilities
, , Study Period 34
Census Date 22-Dec-2006
Coordinator:	jc131962
Contact hours:	39 hours
Assessment:	(50%); (50%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.