Summary of content

The aim of the module is to develop the student's theoretical knowledge and critical awareness of branding. It will develop an understanding of the importance of sustaining successful brands over time. The theoretical knowledge that underpins the module will be supplemented by case study material featuring well-known brands. Students will be encouraged to deconstruct brand components, analyse current issues faced by the featured brands, and suggest options for brand development. The brand presentation assessment will reinforce the student's presentational and communication skills, providing the opportunity to explore brands in a creative manner.

Summary of PRME related issues:
The module considers the way in which ethical brands will behave in a socially responsible way in terms of the brand image, brand messages, and brand experience that they communicate to consumers. The module considers how ideally senior management should develop a brand vision and mission that in some way enhances the lives of both customers and employees.

Module structure

Assessment methods