Postgraduate Course: Brand Planning (MBA) (BUST11159)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 10 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | A marketing revolution, driven by the rise of the Internet and powerful private brands, is changing the way that consumers relate to brands. Traditional branding established an image via one-way, media forms (primarily TV & radio) that hit captive audiences with messages. The choices for both product selection and media were limited. With the right mix of time and resources, Marketers believed that any product could be branded by creating an image in consumers? minds.
In the process, private branders are capturing value from traditional brand marketers whose margins and market share are declining. As such, many traditional brand-driven companies are being forced to consolidate, divest or close. Furthermore, traditional branders are chasing sales across categories and digging deep to satisfy once eschewed micro-segments. The result is an oversupply of both branded and private label competition chasing stagnant demand from a very willing consumer beneficiary.
The objective of this course is to give students a framework for creating compelling brands and sustainable brand equity growth. Using both case studies and a team-managed brand plan project, the point of departure will be the consumer. The course will explore what it takes to create a valued consumer experience and nurture a loyal, mutually-rewarding relationship. In addition the course seeks to establish the brand?s competitiveness in the marketplace and plan for the brand?s sustainable growth. Students will be asked to strategize on competitive positioning, resource deployment and intensity of marketing actions towards competitors and will subsequently focus on the actual building, managing and measuring of a brand equity-driven business. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | Accepted as visiting MBA student |
| Displayed in Visiting Students Prospectus? | No |
Course Delivery Information
| Not being delivered |
Summary of Intended Learning Outcomes
After completing the course, the student will be able to:
- Appreciate the dynamic and complex nature of the brands and brand equity.
- Understand the important differences between brand and product management.
- Know the strategic and tactical process of launching, growing and maaging brands
- Recognise the implications of brand planning and management on every functional area of business and all stakeholders.
- Critically appraise the marketing strategies and operations of brand marketers.
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Assessment Information
| The course is assessed by: individual participation (25%), team-based case submissions (25%), individual case submission (50%). |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Inger Seiferheld
Tel: (0131 6)50 3801
Email: Inger.Seiferheld@ed.ac.uk |
Course secretary | Mrs Freda Paterson
Tel: (0131 6)50 8065
Email: f.paterson@ed.ac.uk |
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