Strategic Brand Management

MATS61492 Strategic Brand Management 20 Semester 2 Postgraduate Taught Level 6 Joanna Cartwright Unit coordinator Department of Materials 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 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 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. This unit explores the principles of strategic brand analysis in the context of the competitive challenges of a global fashion market environment. A greater depth of the learning outcomes will be covered in the following sections:<ul> <li>Knowledge and understanding</li> <li>Intellectual skills</li> <li>Practical skills</li> <li>Transferable skills and personal qualities</li></ul> <ul><li>A1 Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of brand management in an international context</li><li>A2 Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context</li></ul> <ul><li>B1 Demonstrate high level cognitive skills of critical thinking, analysis and synthesis in relation to brand management theory and application</li><li>B2 Synthesise ideas and knowledge pertaining to fashion brand management challenges and evaluate a range of options to create solutions</li></ul> <ul><li>C1 Find, evaluate, synthesise and use information from a variety of sources</li><li>C2 Express complex ideas and argument coherently in appropriate formats</li></ul> D1 Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills  This unit makes use of a variety of learning and teaching processes including: asynchronous material to be viewed,  lectures, problem-based learning, practical sessions; case studies, and discussions. Blackboard will be used to present recorded material,  lecture notes and supporting materials for the unit. The lectures will develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Seminars and workshops will allow students to work together in an active learning environment. Blackboard may also be utilised for assessment using Turnitin. 0 Other 70% 2 Written assignment (inc essay) 30% Written and verbal N <ul><li>Hancock (2016) Brand/Story: Cases and Explorations in Fashion Branding, Fairchild</li><li>Hooley (2017) Marketing Strategy and Competitive Positioning, Pearso</li><li>Kapferer (2012) The New Strategic Brand Management, Kogan Page</li><li>Kapferer & Bastien (2012) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page</li><li>Keller (2012) Strategic Brand Management: Global Edition, Pearson</li><li>Rosenbaum-Elliott et al. (2018) Strategic Brand Management, Oxford University Press</li><li>Wheeler (2017) Designing Brand Identity, Wiley</li></ul> 0 0 0