Brand Management - Course Outline - MK 341

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Brand Management MK 341
J. E. Cairnes School of
Business & Economics
Brand Management
MK 341
- Course Outline Objective
Lecturer(s)
Times
Overall
Learning
Outcomes
Format
Programme(s)
BMW, iPhone, AIB, Nike, UGG, Topshop, Amnesty International, Cadbury
and Ryanair. These are just some of the names, which conjure up strong
images and feelings. We love to love them, or love to hate them. They are
strong brands because they have resonance in the mind of the consumer.
This course introduces you to brands by allowing you to stand in the shoes
of the Brand Manager, and to learn the tools for creating powerful brands.
Name
Office
Ext
E-mail
Dr. Elaine
Wallace
Room 302
Cairnes building
2603
[email protected]
Lectures:
Day
Time
Venue
Monday
11-1pm
UC 102
Upon completion of this course you will be able to:
Distinguish between products and brands
Understand the branding process and how brands are managed
Evaluate the roles brands play for consumers
Understand services, business-to-business and retail brands
Appreciate the role of the Internet for brands
Understand the strategic options for value added and competitive activity
Weekly, the course comprises 1 lecture(s) plus class discussion.
3BC, Erasmus and Visiting Students.
A course web is available at http://blackboard.nuigalway.ie
Course Material
de Chernatony, McDonald and Wallace (2011) Creating Powerful Brands (4th
Edition), London: Butterworth-Heinemann
Core Text
Please note that while earlier versions of the text are available, it has been
substantially revised, and therefore the 4th edition is required for this course.
Copies will also be available in the Library.
Core text is available from the University Bookshop.
E. Wallace Brand Management | MK341
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The following texts may be helpful for this module. Other reading will be
advised in class or provided on Blackboard.

Supplementary
Texts


Assessment
Brassington, F. and Pettitt, S. (2006) Principles of Marketing (4th Edition).
London: Financial Times-Prentice Hall.
de Chernatony (2010) From Brand Vision to Brand Evaluation (3rd
Edition), London: Butterworth-Heinemann.
Klein, N. (2001) No Logo, London: Flamingo Press.
Available from the library.
Details of assignments will be provided in class.
Provisional Lecture Schedule:
Session 1
Introduction to the course: what is a brand?
Foundations of Brand Management
Session 2
Chapter 1: Why it is crucial to create powerful brands
Session 3
Chapter 2: Understanding the branding process
Brand Management in Different Sectors
Session 4
Chapter 3: How consumers choose brands
Session 5
Chapter 4: How consumer brands satisfy social and psychological needs
Session 6
Chapter 5: Business-to-business branding
Session 7
Chapter 6: Service Brands
Session 8
Chapter 7: Retailer Issues in Branding
Session 9
Chapter 8: Brands on the Internet
Winning the Brands Battle
Session 10
Chapter 9: How powerful brands beat competitors
Session 11
Chapter 10: The challenge of developing and sustaining added values
Session 12
Chapter 11: Brand Planning
Course Review
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