Strategic Brand Management

Learning Outcomes

Knowledge and Understanding

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

• The macro environment for strategic brand management, including issues around reputation, ethics, industry structure, regulation and effectiveness.
• The key principles of strategic brand management including brand value, brand equity and branding and competitive advantage;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Present effectively for business purposes.
• Write effectively for business purposes;
• Manage individual tasks, personal resources and time effectively;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Apply marketing and branding theories to real life strategic brand management;
• Make decisions about how to manage luxury and mass-market brands;
• Develop a brand management plan to achieve a specific brand objective.

The syllabus includes a range of topics relating strategic brand communications:

• Understanding products and brands and why it matters
• Customer based brand equity
• Customer equity management
• Brand value and brand positioning management
• Brand strategies, brand architecture and brand portfolio management
• Branding and story-telling
• Brand extension management and brand protection
• Brand transition management and rejuvenation

Teaching methods include:

• Lectures
• Interactive case studies
• Directed reading
• Individual assignment

Learning activities include:

• Individual assignment
• Private/guided study

Formative

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

In-class formative opportunities

• Assessment Type: Formative
• Feedback: Formative feedback is provided as part of the discussions in class and for practice presentations for the group assignment.
• 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.