Short Title:Brand Management
Full Title:Brand Management
Module Code:MNGT H4013
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 3 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Donal Rogan
Module Description:This module aims to enable the student manage a brand.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Describe the process of brand management;
LO2 Measure and interpret brand performance;
LO3 Prepare a brand marketing plan;
LO4 Design a strategy to market a brand and manage its growth;
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment Continuous assessment will involve the development and presentation of a brand strategy and marketing plan.   30.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   70.00 End-of-Semester

TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture The Theory and Practice of Branding 3.00 Every Week 3.00
Independent Learning Reading, Reflection, Case Analysis 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture The Theory and Practice of Branding 2.00 Every Week 2.00
Independent Learning Independent Learning 6.00 Every Week 6.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Fanning, J. 2006, The importance of being branded: an Irish Perspective, Liffey Press Dublin [ISBN: 190414893X]
  • Keller, K.L., Aperia, T. and Georgson, M. 2012, Strategic Brand Management: A European Perspective, Financial Times Press London [ISBN: 0273737872]
Recommended Book Resources
  • Sylvie Laforet, 2010, Managing Brands, 3rd ed Ed., Mc Graw Hill Maidenhead, Berkshire [ISBN: 9780077117481]
  • Fournier, S., Breazdale, M. and Fetscherin, M. 2012, Consumer Brand Relationships, Routledge London [ISBN: 9780203128794]
  • Leslie de Chernatony, Malcolm McDonald, Elaine Wallace, 2010, Creating Powerful Brands,, 4th Ed., Routledge London [ISBN: 9781856178495]
This module does not have any article/paper resources
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 8 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 7 Elective
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 7 Elective