In this module, we debate on, and construct solutions to, some of the fundamental questions faced by brand managers and marketing scholars, such as ‘how does a product, service, idea, city, or person achieve brand status’, ‘can brand value be measured objectively’, ‘how to grow brand awareness and resonance in an increasingly crowded and global marketplace, and fragmented media landscape’, ‘how can a brand evolve or adapt to new markets without diluting its essence’, and ‘are brands harmful to society’. The module is designed to enable you to develop comprehensive understanding and critical awareness of theoretical constructs and paradigms, current problems, and new insights related to brand management. To enable you to demonstrate originality in application of knowledge and techniques in brand equity, brand building, brand growth, and global branding.
We have introduced UWLFlex – our new, online, flexible learning platform.
UWLFlex has been designed to complement face-to-face learning and build on our reputation for excellence in teaching, learning and student support. We will be able to deliver a University experience that is more collaborative, active, and relevant for an increasingly digital world thus enabling us to provide you with an improvedstudent experience. UWLFlex will provide you with an enhanced range of online tools, to help facilitate your learning whether this takes place primarily on site or online.
We believe that all learning should begin with an immersion in real world problems. This thinking has influenced the design of the case-studies, lectures, seminars, and assessments, used to enable you to learn and evidence your learning. We incorporate current thinking and developments from both academics and industry participants. We draw on examples and case studies in the United Kingdom and all over the world. Learning is most powerful when it is social, responsive, authentic, and inclusive, which are the standards that have come to define the learning experiences on this module. The module aims to acquaint students with an appreciation of theoretical constructs and paradigms, current problems, and new insights related to brand management. To equip students with techniques and methodologies for assessing brand health and devising solutions to challenges related to building and sustaining brand equity in a highly dynamic, fragmented, and complex marketplace.
LO1: Demonstrate detailed knowledge of concepts relating to consumer behaviour.
LO2: Analyse data concerning complex marketing problems and opportunities with a minimum of guidance, applying major consumer behaviour theories and concepts.
LO3: Apply a variety of consumer behaviour concepts and information to develop realistic and original solutions to complex marketing problems.
LO4: Be able to communicate problem solutions in an appropriate format.
LO5: Be able to access and use learning resources.
LO6: Be able to debate ideas and solutions in groups.