Brand MarketingModule Details

Rationale

Brand Marketing introduces students to the history and development of branding, encouraging students to master the concept and philosophy of branding and its value to the organisation. The course enables students to comprehend the role of branding as an integral part of the marketing strategy and learn about branding across different industry sectors and business concepts. The students will be able to critically examine how consumers perceive and choose brands and acquire the skills to design branding strategies.
        
Learning Outcomes    

At the end of the course students will be expected to:
(i)    Conceive branding as a comprehensive concept, context and guiding philosophy.
(ii)   Learn how brands have historically appeared and developed as well as the status of brands in the contemporary business world. 
(iii)  Analyse the essence of branding as a concept, as a philosophy, as well as its value to the organisation, but also to the individual consumer and society as a whole.
(iv)  Apply branding as an integral part of the marketing process in parallel and in relation to all other organisational marketing activities.
(v)   Explain how branding is a critical function of the wider marketing strategy of an organisation, and its interrelation to the other steps of the marketing planning process.
(vi)  Use their knowledge gained on consumers’ perception of brands and consumers’ brand-related behavior to meet organisational goals.
(vii) Analyse the importance and role of branding from the consumer perspective as well as the process through which consumers decide which brands to choose.
(viii) Design complete, specific and customised branding strategies.
(ix)  Apply effective branding strategies that achieve the organisational marketing strategy goals. 
(x)   Utilise branding as an essential marketing tool towards achieving organisational goals within the strategic marketing context for different situations.
(xi)  Demonstrate an understanding of branding within different contexts relating to different industries, different product types and different business environment conditions.