BUS348 - Creative Brand Marketing - 2024/25

The main objective of this course is to provide a comprehensive introduction to the subject of brand management - key concepts, principles, and approaches to developing and sustaining the value of a successful brand. This course focuses equally on critical understanding and practical management of a branding process. While you will not become a branding expert, you will learn to appreciate the important characteristics of various approaches to branding, the core principles and the ways brand management works in practice. The course draws on sociology, psychology, cultural studies, anthropology and social theory to understand current issues in brand management. This broad theoretical base is essential for understanding branding practices in today’s dynamic, global, diverse and fragmented media landscape.