Global Brand Management
Global Brand Management 2023-24
Bangor Business School
Module - Semester 1
• Introduction to branding and brand management • Customer-based brand equity and brand positioning • Brand equity theory • Designing marketing programmes to build brand equity • Integrated marketing communications for building brand equity • Leveraging secondary brand associations for building brand equity • Developing brand equity measurement and management systems • Measuring, interpreting and monitoring the consumer mind-set • Measuring, interpreting and monitoring market performance
A- to A** (70% +) Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
B- to B+ (60-69%) Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
C- to C+ (50-59%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. Limited use of creative and reflective skills.
- Analyse and critique the techniques used by brand managers in developing a successful global brand.
- Apply managerial judgement, analytical and critical skills to brand management issues and problems.
- Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying global brand management practices.
Individual marketing report
Exam (Centrally Scheduled)