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Module Title
LM Sport Marketing & Brand Management
School
Birmingham Business School
Department
Marketing
Module Code
07 41841
Module Lead
Sheena Leek, Chelsea Harfield
Level
Masters Level
Credits
20
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Exclusions
Description
Whilst the student studies this module they will develop an understanding of brands and their relationship to consumers, organisations and society in general. They will look at the concepts and theories that inform the branding process, and how successful brands are built and maintained in the sports space.
Core theories will be examined and critiqued, along with the use of real case examples which will assist students in developing knowledge and insights concerning the development of brands, strategically leveraging the power of brands from both a theoretical and practical, applied perspective.
This module incorporates basic marketing and branding concepts to support students' understanding of marketing and brand management. This module takes a strategic approach to branding. It considers a broad range of tools, techniques and theories that help build brand equity and so drive brand performance.
Learning Outcomes
By the end of the module students should be able to:
Understand and develop building and managing brand strategies that align with business objectives and target audience preferences;
Critically evaluate branding theory and current branding research;
Critically discuss the importance of the brand elements including marketing communications in developing a brand and building brand equity.
