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Brand Management

Brand Management

Brand Management

Bachelor Management Innovation et Humanités

10 ECTS credits

This module aims to develop the student’s knowledge of the contemporary aspects of brand management. This includes the cultural aspects of global and national brands, as well as brand value and strategy. This module explores the wider business context in which brands operate and the range of stakeholders who influence, and can impact on, a brand’s reputation and image.

 

On completion of this module, the student should be able to:

 

  1. Evaluate and critique the main theories in brand management and how these can be applied in practice.
  2. Explain how brand value is developed, built, and maintained through effective marketing management in a national and global context.
  3. Explain the importance of measuring brand equity and performance to brand and organisational strategy.
  4. Apply brand management principles to organisational contexts.



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