MATS67420
Strategic Brand Management (Online)
20
Full year
Postgraduate Taught
Level 6
Delia Vazquez
Unit coordinator
1
FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 '
European Credit Transfer & Accumulation System Rating : 10.0
<p>This unit will provide you with deep knowledge and understanding of contemporary branding in an international context, by equipping you with the techniques to apply fundamental and cutting- edge theories/models to global fashion business practice.</p>
<p>This unit will provide you with deep knowledge and understanding of contemporary branding in an international context, by equipping you with the techniques to apply fundamental and cutting- edge theories/models to global fashion business practice. This unit will explore the major concepts and theories associated with brand management and the strategies employed by contemporary global fashion brands. You will develop an understanding of the role of branding within the fashion environment and how to create strong brands globally by utilising appropriate brand elements to create awareness in globally diverse markets. </p><p> </p>
<div> <p>This unit explores the principles of strategic brand analysis in the context of the competitive challenges of a global fashion market environment.</p></div><p> </p>
<p>Explain and evaluate brand management strategies in the dynamic global fashion business environment</p><p> </p>
<p>Appraise fashion brand identity and positioning at a strategic level and their contribution to organisational success</p><p> </p>
<p>Formulate and model brand architectures and apply tools and techniques for brand analysis and development</p><p> </p>
<p>Communicate complex ideas and arguments, in written and oral forms</p><p>Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills</p>
<div> <p>This unit is delivered by distance-learning. You will receive access to the online virtual learning environment which will contain the learning materials and the online tools required to interact with tutors and your fellow students.</p><p>The learning materials have been specifically designed to provide an interactive and carefully structured introduction to each topic, guidance on further reading, opportunities for reinforcement activity (checking that you can apply your knowledge) and formative feedback (monitoring your progress and identifying ways to improve).</p><p>The material is designed to allow you to study in a flexible manner (at your own pace) but there will be certain points during the block of study when summative (tutor-assessed) work will need to be submitted.</p><p>The course materials should be considered as the starting point for your study of the subject and you should read as much professional literature (professional body publications, market reports and periodicals) and academic literature (textbooks and journal articles) as you can.</p></div><p> </p>
2
Written assignment (inc essay)
100%
<p>Written</p>
MATS64720 IFM Online Conditions (Programme 10019)
N
<p>Hancock (2016) Brand/Story: Cases and Explorations in Fashion Branding, Fairchild</p><p> </p><p>Hooley (2017) Marketing Strategy and Competitive Positioning, Pearson</p><p> </p><p>Kapferer (2012) The New Strategic Brand Management, Kogan Page</p><p> </p><p>Kapferer & Bastien (2012) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page</p><p> </p><p>Keller (2012) Strategic Brand Management: Global Edition, Pearson</p><p> </p><p>Rosenbaum-Elliott et al. (2018) Strategic Brand Management, Oxford University Press</p><p> </p><p>Wheeler (2017) Designing Brand Identity, Wiley</p>
Lectures
16
0
184