The aim of the module is to equip students with the key skills required for the strategic management of brands. The module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.
The module aims to equip students with the key skills for understanding the complexities involved in stakeholder and communication theories. It introduces students to issues such as strategic planning and campaign management, research and measurement, media relations and employee communication. The module provides a critical context in which to analyse current developments in stakeholder and communication theories.
The aim of this module is to develop students' ability to measure, predict, and critically evaluate key performance indicators of brands. Students will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development.
The aim of this module is to develop students' systematic knowledge and skills for understanding the complexity of the new digital landscape. The module provides a critical context in which to analyse the current digital developments in E-marketing. In particular, the module will facilitate students’ learning of e-marketing models, social media and e-tailing in order to produce a coherent digital marketing strategy.
The aim of this module is to equip students with the key skills for understanding the complex nature of city, region and nation brands. The module introduces students to the key concepts of place branding and familiarises them with place brand management at city, region and country levels.
The module aims to equip students with to equip students with the key skills for managing corporate and organisational brands. It introduces students to the concepts and practice of corporate branding in a wide range of geographic and industry settings whilst providing a critical context in which to apply different research approaches to corporate and organisational branding, such as case studies, focus groups, and expert interviews. The module further introduces students to the related issues of corporate identity, corporate reputation and brand heritage.
The aim of this module is to develop students' systematic knowledge and skills in the subject of innovation theory for marketing. In particular, the module will introduce students to issues such as strategic planning and innovation management, dynamic capabilities, market-driven and market driving, and will equip students with the key skills for taking a visionary approach and embedding innovation to deal with the challenges of the a fast moving marketplace, to produce a coherent marketing strategy embedding innovation and achieve a consistent innovation narrative.
The aim of this module is to introduce students to the key issues and concepts in sonic branding and equip them with the key skills for managing the sonic identity of brands. The module demonstrates the importance of sound in branding and the ways in which sound should be integrated with other brand elements.
This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.
You can find more information about this course in the programme specification. Module and programme information is indicative and may be subject to change.