Brand Marketing

MKTP010

Brand Marketing

Semester:

Spring

Credit:

10

Module Coordinator:

Dr Michael Healy

Contact Hours:

15 Lecture, 5 Seminar

Assessment:

100% Coursework

What is a brand and why are brands important? What makes a brand meaningful to consumers, when do brands succeed, and why do they fail? How can firms ensure they build authentic brands that are commercially viable? These key questions, and more, will be explored throughout the module with the intent to expand students’ understanding of how brands work in today’s landscape, which is frequently characterised by high consumer scrutiny, commercial distrust, and cultural embeddedness.

To address this, the module will unpack and analyse the forces behind why people buy, how people live with brands in everyday life (in both physical and virtual environments), and the psychological mechanisms that underpin brand marketing success.

This module is designed to advance students’ understanding of branding by applying a focused psychological lens. The module will explore key theories and principles that serve as a roadmap towards achieving brand authenticity, while drawing practical links via relevant case material (e.g. Apple, Louis Vuitton, Fender, Chateau Margaux, Virgin, Prada, Hasbro, Threadless.com, and Starbucks).

The module is intended to reward students that have a desire to understand how marketers can build brands that (1) help consumers’ achieve their desired and authentic self, and (2) achieve much sought after benefits such as loyalty, brand attachment, and commercial success. 

Objectives:

  • Develop knowledge and understand the role of branding within society and the marketplace;
  • Develop students ability to critically deconstruct firm and consumer dynamics by applying brand psychology
  • Develop competencies in brand analysis and problem solving
  • Understand the process of brand authenticity

 Engage in group discourse to aid analysis of contemporary branding issues.

 Learning outcomes:

 Students will achieve the following outcomes:

  •  Gain a critical understanding of business and marketing from both academic and practitioner perspectives;
  • Develop their ability to understand the development of marketing strategies appropriate for different organisations and brands;
    Understand the impact of environmental forces on organisations (specifically in relation to brand management);
  • Develop a deep appreciation of consumer motivation;
  • Understand the application of marketing theory in both physical and virtual environments;
  • Enhance comprehension and use of relevant communication and information technologies for application in business and marketing;
  • Effective self-management, self-branding and self-reflection.

 

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