MG4J6 Half Unit
This information is for the 2021/22 session.
Dr Hye-Young Kim
This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MiM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management and Strategy and MSc in Marketing. This course is available with permission as an outside option to students on other programmes where regulations permit.
The most valuable assets that firms have are the products/services that they offer and the brands that are associated with them. Managing Products & Brands is a rigorous examination of the theory and corporate practices relevant to product and brand management. Its core objectives are to provide an understanding of the important issues in planning and evaluating product/brand strategies, to provide the appropriate theories, models, and analytical tools that enable managers to make well-informed product/brand management decisions, and to provide a platform for students to apply these principles. The critical approach adopted will blend theory and practice so as to promote effective managerial decision making on a short as well as long term basis.
30 hours of lectures in the LT.
Students will meet in their groups with the course leader several times during the term and receive feedback on their work. Detailed guidelines on the group project will be provided in the course syllabus and sample projects will be available.
- Keller, K. (2007) Strategic Brand Management, 3rd Edition, Pearson
- Lehmann, D. And Winer, R. (2005) Product Management, 4th Edition, Chicago: Irwin.
- Keller, K. (2001) Building Customer-Based Brand Equity. Marketing Management. 10(2), 14-19.
- Lilien, Gary L., and Rangaswamy, Arvind, Marketing Engineering, 2nd Edition, Prentice Hall
- Lodish, Leonard M., and Carl F. Mela (2007), “If Brands Are Built Over Years, Why Are They Managed Over Quarters?,” July/August, Harvard Business Review, 85, 7/8 (July-August), 104-112.
Coursework (50%), project (40%) and class participation (10%) in the LT.
Coursework will be individual assignments and the Project will be completed in groups.
Course selection videos
Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.
Important information in response to COVID-19
Please note that during 2021/22 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the differing needs of students in attendance on campus and those who might be studying online. For example, this may involve changes to the mode of teaching delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Total students 2020/21: 121
Average class size 2020/21: 65
Controlled access 2020/21: Yes
Value: Half Unit
Personal development skills
- Team working
- Problem solving
- Application of information skills
- Application of numeracy skills
- Commercial awareness
- Specialist skills