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Semester 2

Brand Culture (BUST10127)

Subject

Business Studies

College

CAHSS

Credits

20

Normal Year Taken

4

Delivery Session Year

2023/2024

Pre-requisites

Visiting students must have completed at least 4 Business courses at intermediate level, at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.

Course Summary

Brands are considerable vehicles for cultural meaning, self-expression, community, social movement and communication. Increasingly, for better or worse, the logic of brands and branding can be seen in diverse areas of life, beyond consumer goods e.g. the political brand, branded religion and person as brand. In short our daily lives are saturated by brand messages and meaning. This course offers students the opportunity to study and understand this fundamental marketing technology from the perspective of the consumer.

Course Description

Taking a socio-cultural perspective, Brand Culture provides students with a deeper knowledge of the place of brands in the lives of consumers and the skills used to manage them. It does this by considering the meanings of brands and by outlining different brand strategies available to companies to both create meaning and meet the needs of consumers. We firstly explore the socio-cultural meaning of brands to equip students with an understanding of what a brand is, how they are used by consumers and from where their meaning is derived. With this grounding in place, we then move to explore the concepts of brand equity before discussing different approaches for managing brands. Student Learning Experience The course is designed to deliver the space and skills to enable students to analyse brand meanings in relation to symbolic material such as marketing communications and, importantly, their own consumer behaviour. As such reflexivity and classroom discussion are central aspects of the course.

Assessment Information

Written Exam 0%, Coursework 100%, Practical Exam 0%

view the timetable and further details for this course