Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
5033BUSMK-SEP-MTP
Aims
The aim of the module is to provide students with the knowledge and skills to analyse a wide range of organisational brands and understand how they are contributing to organisational value.
Learning Outcomes
1.
Analyse a range of core concepts relating to brands and branding
2.
Evaluate a range of branding strategies
3.
Appraise a wide range of successful brand communications
Module Content
Outline Syllabus:This module will provide a detailed understanding of what branding is and how it has evolved. during the sessions
brand communications will be analysed to understand how organisations are communicating with a wide range of stakeholders, not just customers, and how organisations are growing their brands to meet stakeholder needs.
Specifically the module will explore how brands grow and develop over time and the positions that they take in their markets.
Concepts such as brand identity and personality will be investigated and innovative practice identified.
The syllabus content will provide students with the foundations for a start on a career path towards brand management which is a critical role within any global organisation and includes:
The Brand System
Brand and Business Models
The Inter-related Nature of Brands and Brand Diversity
Brand Identity and Brand Personality
Brand Positioning
Brand Campaigns & Brand Architecture
Global Brands
The Internet Brand
Module Overview:
The aim of the module is to provide you with the knowledge and skills to analyse a wide range of organisational brands and understand how they are contributing to organisational value.
The aim of the module is to provide you with the knowledge and skills to analyse a wide range of organisational brands and understand how they are contributing to organisational value.
Additional Information:This module will apply a wide range of industry materials to a number of academic branding concepts and models. Clear links are made between theory and practice and ideas of new brand communications will be stimulated throughout the sessions.
Assessments
Report