Strategic Brand Management

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• identify and explain, in sufficient detail the concepts and theories relevant to branding and brand management;
• demonstrate an ability to apply the relevant principles of brand management across different contexts.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• identify, justify and use appropriate brand management framework and tools.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• generate a specific course of action for branding based on a rational consideration of the choices available.
• critically analyse, evaluate and identify the relevance and significance of brand management principles, concepts and theories;

The module will examine the following topics:

• Marketing mix and branding
• Brand equity management
• Branding and customer experience
• Leveraging brand associations in offline and online contexts
• Brand design and architecture
• Brand positioning and strategy
• Strategic brand management tools
• Brand communications strategy
• Brand performance measurement

24 hours of lectures and 10 hours of seminars

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class participation

• Assessment Type: Formative
• Feedback:
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.