Strategic Brand Management

University of Limerick

Course Description

  • Course Name

    Strategic Brand Management

  • Host University

    University of Limerick

  • Location

    Limerick, Ireland

  • Area of Study

    Management Science, Marketing, Merchandising

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisites: MK4002

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    Rationale and Purpose of the Module: The purpose of this module is to equip students with the fundamental concepts and theories of strategic brand management and enable them to critically engage with and apply key brand management theories and strategies to a range of relevant sectors and contexts. This level 8 marketing module provides students with specialised strategic brand management knowledge and skills, while engaging students in a range of current branding issues including the role of ethics and CSR and global branding.

    Syllabus: The module firstly presents the history and origin of branding before focusing on brand building theories and models. It then explores the nature and role of brand image and corporate identity and corporate brand management. Brand equity from a consumer and financial perspective is introduced and compared. Brand building strategies are explored in a range of contexts including services, retailing, B2B and online. Strategic brand building is explored with strong emphasis on developing valuable, sustainable and ethical brands and managing successful brands in an increasingly globalised and digitalised context.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.