Brand Management
| Code | School | Level | Credits | Semesters |
| BUSI3146 | Nottingham University Business School China | 3 | 10 | Spring China |
- Code
- BUSI3146
- School
- Nottingham University Business School China
- Level
- 3
- Credits
- 10
- Semesters
- Spring China
Summary
PRE-REQUISITE
Please note that for this module, the following pre-requisite applies:
Marketing Management
(Please ignore Requisites: N/A below)
Customer-Based Brand Equity & Brand personality; Brand Positioning; Brand Elements; Brand Architecture; Integrated Marketing Communications for building strong brands; Designing Marketing Programs to Build Brand Equity; Private Brands; Luxury Brand Management; Counterfeit brands; Branding Strategies.
Re-assessment format is decided by the school.
Target Students
Part II (Year 4) students with the required pre-requisites
Classes
- Two 1-hour-30-minute seminars each week for 2 weeks
- One 1-hour-30-minute lecture each week for 10 weeks
Activities may take place every teaching week of the Semester or only in specified weeks. It is usually specified above if an activity only takes place in some weeks of a Semester
Assessment
- 100% Exam 1 (1-hour-30-minute): 1.5-hour exam
Assessed by end of spring semester
Educational Aims
Building strong brands is one of the core activities in marketing and all marketing activities should have as one of its goals to maintain or increase the brand’s equity. Therefore, it is important that students wishing to pursue a career in marketing have an understanding of brand management and what brands mean to consumers. This module will look at brands both from the perspective of the marketing manager and from the perspective of the consumer.Learning Outcomes
Knowledge and understanding:
This module develops a knowledge and understanding of:
•The management of customer expectations, relationships and development of service excellence
•The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design
•Taking innovative business ideas to create new products, services or organisations including the identification of Intellectual Property and appreciation of its value
Intellectual skills:
This module develops:
•The ability to analyse facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
•Conceptual and critical thinking, analysis, synthesis and evaluation.
Professional practical skills:
This module develops:
•Self-analysis and awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development
•Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
Transferable (key) skills:
This module develops:
•An awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts
•Ability to work with people from a range of cultures
•Articulating and effectively explaining information
•Building and maintaining relationships
•Emotional intelligence and empathy
Conveners
- Dr yangyang jiang