Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Brand Management and Integrated Marketing
Module Code	MG572
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Paul Allen Semester 2: Paul Allen Autumn: Paul Allen
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

INACTIVE - To provide students with working knowledge of the principles and procedures of modern brand management best practice.

Learning Outcomes

1. Aplly the principles and best practices of brand management.
2. Critically appraise innovative tools and brand management techniques.
3. Demonstrate the ability to conduct a brand audit, write an agency brief and develop a detailed brand management strategy.
4. Produce creative brand materials in a web 2.0 environment.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Total Workload: 0

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

None

Assessment Breakdown
Continuous Assessment	60%	Examination Weight	40%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Digital production	Develop of a short promotional clip on You Tube with the idea of generating some Buzz!	20%	Every Week
Project	Brand Audit	30%	Every Week

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Other Resources

None

Array

Programme or List of Programmes

MMK

MSc in Marketing

PBSSA

PG Exchange(Business School)

PBSSAO

PG Study Abroad(Business School)

Timetable this semester: Timetable for MG572