Branding & Brand Management

Course details Integral to our courses is the belief that people improve their professional practice by taking time out to reflect on and reassess what they currently do in the workplace and by sharing their real life experiences with the other like minded professionals. As a result each course is unique and geared to the experiences of the individuals that are participating, which may result in the course content altering slightly from course to course. This short course will examine topics such as: The nature of brands, branding and brand management: historical development; current and future trends Brand planning: brand architecture, the relationships between corporate and product brands, marketing plans and organisational objectives Brand equity and brand valuation: frameworks, models and diagnostic tools for determining brand value Branding and competitive advantage: creating sustainable sources of brand advantage and value Brand strategies: brand extensions, brand revitalisation, new brand development and naming; branding and new media Brand management: organisation of brand teams; role of in-house and external agencies Implementation issues and performance measurement Contemporary marketing issues in brand management: challenges and opportunities in digital and global markets. Programme Specification Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used. View the programme specification for Build Your Own MA (BYOMA) - Media Short Course Framework. Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.