Overview

The module examines the foundations of brand management and the principles and practices of 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 examines the dynamics of retail management; retail theories and strategic approaches to retail management; store formats and design; e-retailing; and the customer experience. It will also consider the store design and visual merchandising techniques that influence the characteristics of the retail brand and environment, which encourage a satisfying retail experience.

Assessment Strategy

-threshold -ThresholdD- 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 solve brand and retail management issues in real world contexts.

• Assess how brand and retail management practices may influence individual consumer behaviour and enhance brand equity in real world contexts.

• Confidently present recommendations of how a brand could build brand equity in real world contexts.

• Critically analyse the techniques used by brand managers in developing a successful brand.

• Critically evaluate the impact of the dynamic nature of the retail industry on retail management.

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