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The University of Southampton

MANG6375 Strategic Brand Communications (PT)

Module Overview

Aims and Objectives

Module Aims

Brands are increasingly a strategic asset that can provide a company long-lasting competitive advantage if managed and communicated effectively. The aims of this module are: - Introduce learners to the key concepts and theoretical frameworks for understanding brands from strategic communications perspective. - Develop students' critical analytical skills and ability to apply marketing and communications theory to real life brands and branding communications. - Explore the importance of having an integrated approach to marketing communications, managing the promotional mix, and examining issues such as global digital marketing strategy, the proliferation of media channels and platforms and the integration of online and offline communications

Learning Outcomes

Knowledge and Understanding

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

  • The key principles of strategic brand communications, including media, message and audience;
  • The macro environment for strategic brand communications, including issues around reputation, ethics, industry structure, regulation and effectiveness.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply marketing and communication theories to real life strategic brand communications;
  • Make decisions about multichannel communication based on critical evaluation of available choices for luxury and mass-market brands;
  • Develop a brand communications plan to achieve a specific brand objective.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Write effectively for business purposes;
  • Manage individual tasks, personal resources and time effectively;
  • Work effectively as part of a task-orientated and diverse group;
  • Present effectively for business purposes.


The syllabus includes a range of topics relating strategic brand communications: - Introduction to strategic brand communications - Macro influences on brand communications - The structure of the brand communications industry - Promotional mix and media management - examples from luxury and mass market brands - Brand communication planning across multiple channels, media platforms and global audiences - The creative campaign development process - Campaign performance and measurement of brand impact - Brand reputation and ethics in a hyper-connected world.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures • Interactive case studies • Directed reading • Individual assignment Learning activities include: • Individual assignment • Private/guided study

Independent Study70
Total study time100

Resources & Reading list

Kelly, Jugenheimer and Sheehan (2012). Advertising Media Planning: A Brand Management Approach. 

Branding Republic. 

Advertising Age. 

Wolny, J . (2016). Marketing Communications in a Digital World in Marketing Theory. 

The Drum. 

Harvard Business Review. 

Egan, J. (2007). Marketing Communications. 

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

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

Journal of Brand Management. 

Pickton D., Broderick A. (2008). Integrated Marketing Communications. 

Gladwell, M. (2000). The Tipping Point, or how little things can make a big difference. 

Katz, H. (2011). The Media Handbook: a complete guide to advertising media selection, planning, research, and buying. 

Marketing Communications: Discovery, Creation and Conversations.

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

Journal of Marketing. 



In-class formative opportunities


MethodPercentage contribution
Group presentation  (30 minutes) 50%
Group report  (3000 words) 50%


MethodPercentage contribution
Report  (4000 words) 100%


MethodPercentage contribution
Report  (4000 words) 100%

Repeat Information

Repeat type: Internal & External


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:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

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