Module overview
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Write effectively for business purposes;
- Present effectively for business purposes.
- Work effectively as part of a task-orientated and diverse group;
- Manage individual tasks, personal resources and time effectively;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The key principles of strategic brand management including brand value, brand equity and branding and competitive advantage;
- The macro environment for strategic brand management, 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 branding theories to real life strategic brand management;
- Develop a brand management plan to achieve a specific brand objective.
- Make decisions about how to manage luxury and mass-market brands;
Syllabus
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
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
Type | Hours |
---|---|
Teaching | 30 |
Independent Study | 70 |
Total study time | 100 |
Resources & Reading list
Journal Articles
Journal of the Academy of Marketing Science - General academic marketing journal that regularly feature articles on brands and brand management.
Journal of Business Research - General (academic) management journal that frequently discuss brands and brand management.
Marketing Theory - General academic marketing journal that regularly feature articles on brands and brand management.
Journal of Brand Management - General academic marketing journal that regularly feature articles on brands and brand management.
Journal of Product and Brand Management - Specialist academic journal on brand management.
Harvard Business Review - General (academic) management journal that frequently discuss brands and brand management.
Journal of Consumer Psychology - Specialist academic marketing journal with a focus on consumer research that cover branding issues regularly.
Journal of Consumer Research - Specialist academic marketing journals with a focus on consumer research that cover branding issues regularly.
California Management Review - General (academic) management journal that frequently discuss brands and brand management.
Journal of Advertising - General academic marketing journal that regularly feature articles on brands and brand management.
European Journal of Marketing - General academic marketing journal that regularly feature articles on brands and brand management.
Journal of Marketing - General academic marketing journal that regularly feature articles on brands and brand management.
Textbooks
Keller K.L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Harlow: Pearson.
Rosenbaum-Elliott R., Percy L. and Pervan S. (2015). Strategic Brand Management. Oxford: Oxford University Press.
Keller K. L., Apéria T. and Georgson (2012). Strategic brand management: A European perspective. Harlow: Pearson.
De Chernatony L. and McDonald M. (2013). Creating Powerful Brands. New York: Routledge.
Kapferer J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan-Page.
Arvidsson A. (2006). Brands: Meaning and value in media culture. London and New York: Routledge.
Holt D.B. (2004). How brands become icons: The principles of cultural branding. Boston: Harvard Business School Press.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Report In-class formative opportunitiesSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Group presentation | 50% |
Group report | 50% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Report | 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 |
---|---|
Report | 100% |
Repeat Information
Repeat type: Internal & External