Modiwl ASB-3533:
Brand and Retail Management
Brand and Retail Management 2024-25
ASB-3533
2024-25
Bangor Business School
Module - Semester 1
20 credits
Module Organiser:
Louise Hassan
Overview
The module examines the foundations of brand management and the principles and practices of retail management. Topics include brand equity theory and brand positioning theory; planning and implementing brand management programs; measuring, interpreting, and monitoring brand performance; and growing brand equity. The module examines the dynamics of retail management; retail theories and strategic approaches to retail management; store formats and design; e-retailing; and the customer experience. It will also consider the store design and visual merchandising techniques that influence the characteristics of the retail brand and environment, which encourage a satisfying retail experience.
Assessment Strategy
-threshold -ThresholdD- to D+ (40-49%): 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. -good -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. -excellent -A- to A (70% +):* Outstanding performance. 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. -another level-C- to C+ (50-59%): 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.
Learning Outcomes
- Apply managerial judgement, and analytical and critical skills to solve brand and retail management issues in real world contexts.
- Assess how brand and retail management practices may influence individual consumer behaviour and enhance brand equity in real world contexts.
- Confidently present recommendations of how a brand could build brand equity in real world contexts.
- Critically analyse the techniques used by brand managers in developing a successful brand.
- Critically evaluate the impact of the dynamic nature of the retail industry on retail management.
- Demonstrate an ability to apply the theories and principles underlying brand and retail management.
Assessment method
Individual Presentation
Assessment type
Crynodol
Description
Give a 10-minute presentation on factors that contribute to either (a) the enhancement of a specified real-world brand’s brand equity, or (b) satisfying customer retail experience in a specific real-world retailing context.
Weighting
20%
Assessment method
Logbook Or Portfolio
Assessment type
Crynodol
Description
Create a logbook consisting of 4 blogs (750 words each), two of which cover brand management and two cover retail management. Each blog should use theory/framework to evaluate the practice of a selected real-world brand or retail management context.
Weighting
80%