Marketing Management III Module



Course overview

Branding features strongly in consumer and industrial markets. We only have to look at our favourite brands to appreciate this – Apple, Google, Coca-Cola, McDonalds, Toyota, Nike, BMW, Walt Disney.

In this course we will tackle strategic brand management in the context of marketing management. We will discuss the concept of brand equity, its implications and approaches to measurement, explore the marketing mix and examine how brands are developed. Then we will focus on building and sustaining brands over time – keeping them relevant and revitalising them when required.

Learning outcomes


Upon completing this course, students should be able to:

  • Describe the relationship between branding and marketing;
  • Explain the benefits of branding to consumers and business;
  • Elaborate on the relevant issues associated with brand equity;
  • Discuss the different branding decisions that marketers have to make;
  • Discuss the different types of branding;
  • Explain how the marketing mix contributes to branding;
  • Outline the planning and implementation of brand management programmes;
  • Explain brand measurement and management systems;
  • Discuss how brands are built and sustained over time; and
  • Describe and comment on how brands are managed over geographical boundaries and 
market segments.