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Creative Brand Strategy

Module code: MARK 5076

Module description

This module considers aspects of contemporary brand management from both a theoretical and practical perspective. It focuses on elements of current branding theory, practices and innovations within various market sectors, and types of organisation. Within this context the module identifies two clear routes to brand development: the high-budget and the low-budget.

As such, the module enables students to understand how to create, maintain, and build brands using both above- and below-the-line communication techniques, within what are seen as increasingly complex business environments. Furthermore, it develops an appreciation of brands as equity, and the significance of this to organisational strategy.

Contact hours per student per year

  • Seminars: 36 hours

Assessments

  • Individual report/proposal: 100%

Additional costs: No extra costs other than purchase of books