迪肯 Assignment 代写 MMK739 - Strategic Brand Management
This unit endorses a practitioner focus and aims to introduce students to the issues faced by brand stewards and to provide a set of tools to manage them. Stressing this applied focus, the unit makes extensive use of the case method and pays special attention to current trends in branding practice. The unit is articulated around three blocks of analysis. The first block establishes the foundations for an understanding of branding by exploring what a brand is and the benefits of a strong brand for a firm’s competitive advantage. The second block looks at the key aspects of brand management: how to develop a brand positioning strategy, how brand equity should be assessed, how to manage a brand portfolio, and how to plan a brand communication strategy, with special attention to new media platforms. The last block focuses on special issues that are particularly important for current (and future) branding practices (e.g. looking at topics such as retail and luxury branding). The final block also serves to tie together the concepts introduced during the course.
Assessment 1 (individual) - Report (2000 words) - 20%
Assessment 2 (group) - Presentation (20 minutes) - 20%
迪肯 Assignment 代写 MMK739 - Strategic Brand Management
