Browse Hierarchy MARK5008: Product and Brand Management

This module explores the theoretical and practical aspects of managing products and brands, building on concepts introduced within Principles of Marketing Management. The module will extend students' existing marketing and business knowledge into the sphere of product (both physical goods and services) and corporate brand management. Contemporary literature, both academic and professional, will be drawn upon to underpin the core themes covered. The function of brand management within an organisation will be investigated within the different stages of the brand management process such as product development, implementation and evaluation. The module's approach will include a diverse range of brand examples from a variety of organisational types within regional, national and global environments.