Module overview
This module builds on your prior marketing and strategy knowledge by focusing on the particular domain of brand management. The module highlights the ubiquitous presence of brands in our lives and how it can be used as an essential part of formulating a competitive strategic position in today’s marketplace that takes into account the organization, customers and society at large. The module will particularly focus on consumer driven brand management and explore how sustainable brand equity can be developed through cutting-edge frameworks, concepts and tools that are utilized across industries and nations within offline and online contexts.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- demonstrate an ability to apply the relevant principles of brand management across different contexts.
- identify and explain, in sufficient detail the concepts and theories relevant to branding and brand management;
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;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- identify, justify and use appropriate brand management framework and tools.
Syllabus
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
Learning and Teaching
Teaching and learning methods
24 hours of lectures and 10 hours of seminars
| Type | Hours |
|---|---|
| Teaching | 34 |
| Independent Study | 116 |
| Total study time | 150 |
Resources & Reading list
Journal Articles
Journal of Product and Brand Management .
Journal of Consumer Research.
Journal of Brand Management .
Journal of Marketing.
Journal of Retailing.
Journal of the Academy of Marketing Science.
European Journal of Marketing .
Textbooks
Keller, K.L. and Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
De Chernatony, L. and McDonald, M. (2013). Creating Powerful Brands, 4th ed. Routledge.
Kapferer, J-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. 5th ed. . Kogan Page.
Wheeler, A., (2012). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons..
Rosenbaum-Elliott, R., Percy, L. and Pervan, S. (2018). Strategic Brand Management. 4th ed. Oxford: Oxford University Press..
Evans, J. & Cullen, C. D. (2003). Challenging the Big Brands: How New Brands Win Market Share with Innovative Design. Rockport Publishers.
Ries, A. and Ries, L. (2009). The 22 immutable laws of branding. John wiley & sons..
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class participationSummative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
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.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
Repeat Information
Repeat type: Internal & External