The Brand Portfolio

Module code: MARK 3027

Module description

This module will follow on from the second year Brand Management and Advertising and Promotion modules and look to develop capabilities in applying theoretical knowledge gained in the second year, to the development of a new brand concept and launch plan. This will offer an alternative to the dissertation which is now an option on several marketing programmes and be aimed at providing students who want a more market orientated project, the opportunity to produce a substantial piece of work that they could present to a future employer. The brand portfolio will provide a strong foundation for anyone looking to further a career in product or brand management as it will replicate the company experience of developing a new brand and launching it into the market.

Outline Content:

• The brand environment
• Dimensions of a brand - brand building
• Identifying a market for a brand
• Evolving brand communications
• The need for a brand narrative
• The launch plan for a brand
• Forecasting & logistical consideration of a new brand launch
• Evaluating a brand's success

Contact hours per student per year

• Lectures: 44 hours
• Tutorials: 10 hours

Assessments

• Presentation & Questions (15 mins): 40%
• Report (4000 words): 60%

Additional costs: No extra costs other than purchase of books