MBA Strategic Brand Management
The full MBA study program, consisting of one year, 10 + 2 modules postgraduate MBA academic course, built from an ambition to focus on global brands. To understand and connect cultures & deepen your knowledge of the development management, and communication of global brands by working in a highly motivated environment that think interculturally and act in a team-oriented manner.
On completion of this course, students will achieve RQF / EQF Level 7 Qualification Diploma in Strategic Business Management and also the full MBA Degree.
- Explain the importance of Brand Management, innovation, and creativity in the modern workplace.
- Describe a range of Brand management styles and approaches and their effect on creativity and innovation.
- Assess the benefits of Brand Evaluation in various management styles and approaches, and use the ones that are best suited to particular organizational situations.
- Assess the benefits, disadvantages, and risks of Brand Evaluation innovation and decision making.
- Analyze the evolution of Brand management and Brand evaluation.
- Evaluate the Brand development business case for quality and the management concept.
- Describe the role of standards and regulations as well as quality processes in the Brand Management Quality System.
- Contrast Quality Assurance with Quality Control in Brand Evaluation.
- Evaluate Quality Assurance models for change and quality improvement through input elements of brand Evaluation.
- Critically assess the Output dimensions of Brand Evaluation and the role of quality control in the modern organization.
- Understand the role of brands in the current context, where competition is fierce and tangible aspects can be easily copied.
- Be involved with the main concepts concerning brand management.
- Learn to identify the essential values of a brand, its strong points, and weaknesses, and understand the difference between what a company sells and what the consumer buys.
- Practice with all the concepts through a final assignment that has a very practical approach: build a brand concept and the strategy around it.
- Understand the different agents that play a role in the process of brand management: client, agency, designer, brand manager
- Explain the law-making process and sources of law in the Brand Management system.
- Identify legal issues in a variety of business situations related to Brand development.
- Analyze and apply legal rules to resolve factual problem situations.
- Demonstrate an appreciation of the British, European and international perspectives governing legal aspects of Brand Management.
- Explain the role of market segmentation in marketing decision making, generally, and in developing the marketing mix.
- Assess the role of the marketing mix within the context of marketing decision making.
- Evaluate each of the marketing mix parameters, and assess the role of the additional mix Parameters in services offerings.
- Apply the marketing mix in practice, both in the private and non-profit sectors.
- Critically evaluate the contribution of Brand segmentation and market research in international marketing
- Assess the role of scanning the market environment in identifying opportunities and threats in the
- Research and evaluate Brand information to assess an organization’s marketing strategy.
- Compare and contrast market entry strategies.
- Assess how the marketing mix can be configured to achieve market strategy objectives.
- Describe and assess the factors that are most likely to drive Brand innovation in your organization.
- Develop a Brand innovation process from the original idea to planning implementation.
- Assess different ways of identifying and evaluating Brands.
- Describe ways in which organizations can encourage and facilitate Brand innovation.
- Understand concepts and techniques to improve the long-term profitability of the brand strategies
- Evaluate the branding challenges and opportunities
- Describe The brand equity concept
- Identifying and Establishing Brand Positioning and Values.
- Measuring and Interpreting Brand Performance
- Growing and Sustaining Brand Equity
- Understand the importance of cash flow and working capital in Brand Management.
- Assess the role played by the management of stock through Brand Evaluation.
- Identify key issues in the financial management of the financial dimension of Brand Evaluation.
- Evaluate the financial performance through the use of key financial ratios.
- Understand the use of budgets in financial control.
- Identify appropriate methods for raising finance in Brand management.
- Understand the importance of cash flow and working capital of brand financial potential,
- Identify key issues in financial management as part of brand management.
- Evaluate financial performance through the use of key financial ratios.
- Identify appropriate methods for raising finance in Brand development.
- Select appropriate sources of finance for businesses.
- Lectures 74
- Quizzes 0
- Duration 15 months
- Skill level MBA Degree
- Language English
- Students 21
- Assessments Yes
Brand Evaluation and Management based on ISO 20671
Implementation of Brand Management and Managing Quality Systems based on ISO 20671
- • Development of Brand Evaluation quality system
- • Customer satisfaction
- • Quality and organizational structure in Brand Management
- • Planning – standards, regulations and compliance of Brand Evaluation
- • Assurance – self-assessment and external assessment, models of assurance
- • Control – customer complaints, Statistical Quality Control
- • Results of Brand Evaluation
Introduction to Brand Management
- • Branding, Brand and Brand Strategy
- • Brand Identity, Brand Image
- • Brand Communication and Brand Experience. Brand Touchpoints
- • Segmentation, Targeting and Insights. How to build a powerful Brand
- • Brand Concept, Brand Essence, Brand Models and Positioning
- • Naming, Brand Architecture and Brand Extensions
- • The role of “design” within Branding
- • Communication Plan and Commercialization Plan
- • Complementary content: personal branding, branding 2.0, the branding agencies
Legal Aspects of Brands
- • The legal system – structure, civil and criminal law, Court of Appeal
- • Commercial law – business contracts, services contracts, tort and trust
- • Business law – Companies Act
- • Competition law
- • Corporate governance – legal obligations
- • International law & Intellectual Property
- • Comparative Copyright and Design Law
- • Contemporary Aspects of Intellectual Property Rights
- • Trade Marks and Unfair Competition
- • Law of Patents
- • Competition Law and Intellectual Property Rights
Marketing & Communications
Brand Market Research
- • Types of markets
- • Brand segmentation and Market targeting
- • Brand differentiation
- • Analyzing the market environment – PESTLE analysis, SWOT analysis, Porter’s Five Forces
- • Brand positioning strategies
- • Portfolio analysis and growth strategies – Ansoff’s matrix
- • Brand Market entry
- • Marketing mix and marketing plan for Brand development
Brand Measurement & Reporting
- • Definitions of innovation
- • Push/pull drivers
- • Process of innovation in Brand Management (theory and practice) – classic view, the development funnel, the pentathlon framework
- • Identifying and evaluating Brands – internal and external sources, input and output, industry and market changes
- • The business plan in Brand Management
- • Corporate entrepreneurship and business innovation
Financial and Brand Management Controlling
Managing Brand and Working Capital
Strategic Brand Management
Two Additional Exams