The University of Southampton
Courses

MANG6334 Strategic Brand Marketing

Module Overview

A brand is as a means to distinguish the goods of one producer from those of others. The power of a brand plays a significant role in strategic marketing. It is often referred as one of a few strategic assets that can provide a company long-lasting competitive advantage. This module focuses on the nature of competitive branding strategy in a global context. It offers students the opportunity to understand a fundamental marketing strategy in brand management. The emphasis is on exploring the role of branding and the development of a brand in strategic marketing field and highlights the performance of a brand in the value competition.

Aims and Objectives

Module Aims

The aims of this module are: - Introduce students to the key concepts and theoretical frameworks for understanding brands from strategic marketing perspective. - Develop students' critical analytical skills and ability to apply marketing theory to real life brands and branding applications.

Learning Outcomes

Knowledge and Understanding

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

  • The concept of brand equity, brand performance and key principles of strategic brand management
  • Strategies used in the management of brands – both functional and symbolic
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply marketing theories to real life brand management
  • Critically evaluate brand strategy and make effective suggestions for companies
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Analyse visual content and brand management strategies
  • Demonstrate skills in time management
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Recognise and respond to challenges in the management of brands
  • Make recommendations to overcome and avoid specific brand challenges and threats

Syllabus

- The value of brand, brand concepts and brand elements - Branding and brand management - Strategic branding - Brand marketing designing and implementation - Brand performance in the modern market

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, directed reading, and individual assignment. Learning activities include: - Individual assignment - Private/guided study

TypeHours
Independent Study63
Teaching12
Total study time75

Resources & Reading list

Keller, K.L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 

Journal of Marketing. Journal

Kapferer, J (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. 

Journal of Brand Management. Journal

European Journal of Marketing. Journal

De Chernatony, L. and McDonald, M. (2013). Creating Powerful Brands. 

Journal of Marketing Management. Journal

Journal of Consumer Research. Journal

Harvard Business Review. Journal

Assessment

Formative

In-class activities

Summative

MethodPercentage contribution
Individual report  (2000 words) 100%

Repeat

MethodPercentage contribution
Individual report  (2000 words) 100%

Referral

MethodPercentage contribution
Individual report  (2000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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