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Overview

The module explores the theories, frameworks, models and contemporary practices in brand and 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 also covers the dynamics of retail management; retail theories and strategic approaches to retail management; store formats and design; e-retailing and virtual merchandising; and the customer experience.

Assessment Strategy

-threshold -D- 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 address brand and retail management issues.

• Demonstrate an ability to explain and discuss how brand and retail management practices might influence individual consumer behaviour and enhance brand equity.

• Demonstrate an ability to explain and discuss key issues concerning the planning, implementation, measurement, interpretation, and monitoring of brand management programmes.

• Demonstrate an ability to explain and discuss the theories and principles underlying brand and retail management.

• Demonstrate knowledge and understanding of the impact of the dynamic nature of the retail industry on retail management.

• Present clearly and confidently in oral form to demonstrate knowledge and understanding key factors that would influence effective brand or retail management in context.