Browse Hierarchy MARK7010: Strategic Brand Management

This modules will examine how to create powerful brands and appropriate brand positioning strategies, as well as the core constructs of brand attributes, brand values and brand personality. This module will also explore and critically examine the latest research and practice in product management and in particular innovative approaches to new product development. Key ethical, environmental and socio-cultural implications for new product development will be explored within the context of global brand strategy. The latest research and practice in the use of web-based and digital communications technology to further develop brand relationships and the new product development process will be investigated and appraised. On completing this module, students will have gained a sophisticated and advanced knowledge of the latest tools, techniques, research and broader societal implications of brand and product development strategies.