Modiwl ABJ-4530:
Global Brand Management
Ffeithiau’r Modiwl
Rhedir gan Bangor Business School
15.000 Credyd neu 7.500 Credyd ECTS
Semester 1
Trefnydd: Dr Georgina Smith
Amcanion cyffredinol
Building a high value brand is at the heart of successful companies. This module will teach students the foundations of what is a brand, what a brand can and cannot offer, the factors that are important in building and maintaining a positive brand image as well as building brand equity and finally how to develop a brand from a national brand into a global brand. The module will study different brand categories including for example manufacturer/private-label brands and luxury brands. Further, the meaning of brands for consumers will be studied. A number of case studies will be used to learn from real life examples of how brands become global and successful.
Cynnwys cwrs
• Introduction to brand management principles and practices • Defining and categorising brands • Brand equity theory • Brand positioning theory • Consumers and brands • Planning and implementing brand management programmes 1 • Planning and implementing brand management programmes 2 • Measuring, interpreting and monitoring brand performance • Growing and sustaining brand equity
Meini Prawf
da
B- to B+ (60-69%) Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
High Standard: Very good performance. 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.
trothwy
C- to C+ (50-59%) Satisfactory standard: 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.
ardderchog
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.
Canlyniad dysgu
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Analyse and critique the techniques used by brand managers in developing a successful global brand.
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Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying global brand management practices.
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Apply managerial judgement, analytical and critical skills to brand management issues and problems.
Dulliau asesu
Math | Enw | Disgrifiad | Pwysau |
---|---|---|---|
ADDRODDIAD | Individual Assignment | 40.00 | |
ARHOLIAD | Exam | 60.00 |
Strategaeth addysgu a dysgu
Oriau | ||
---|---|---|
Private study | 120 | |
Lecture | Lectures 3 hours per week for 10 weeks. |
30 |
Sgiliau Trosglwyddadwy
- Hunanreolaeth - Gallu gweithio mewn ffordd effeithlon, prydlon a threfnus. Gallu edrych ar ganlyniadau tasgau a digwyddiadau, a barnu lefelau o ansawdd a phwysigrwydd
- Archwilio - Gallu ymchwilio ac ystyried dewisiadau eraill
- Dadansoddi Beirniadol & Datrys Problem - Gallu dadelfennu a dadansoddi problemau neu sefyllfaoedd cymhleth. Gallu canfod atebion i broblemau drwy ddadansoddiadau ac archwilio posibiliadau
- Dadl - Gallu cyflwyno, trafod a chyfiawnhau barn neu lwybr gweithredu, naill ai gydag unigolyn neu mewn grwˆp ehangach
Sgiliau pwnc penodol
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
Adnoddau
Rhestrau Darllen Bangor (Talis)
http://readinglists.bangor.ac.uk/modules/abj-4530.htmlRhestr ddarllen
Cyrsiau sy’n cynnwys y modiwl hwn
Gorfodol mewn cyrsiau:
- N5AH: MBA International Marketing (January start) year 1 (MBA/IMJ)
- N5AJ: MSc Consumer and Digital Marketing Analytics (January start) year 1 (MSC/CDMAJ)
Opsiynol mewn cyrsiau:
- N1BT: MA Business and Marketing (January start) year 1 (MA/BUSMRKJ)
- N1BS: MBA International Business (January start) year 1 (MBA/INTBUSJ)
- N2BE: MBA Management (January start) year 1 (MBA/MJ)