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The University of Southampton
Courses

MANG6389 Strategic Brand Management

Module Overview

Aims and Objectives

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 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;
  • Make decisions about how to manage luxury and mass-market brands;
  • Develop a brand management 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.

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

TypeHours
Teaching30
Independent Study70
Total study time100

Resources & Reading list

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

Keller K. L., Apéria T. and Georgson (2012). Strategic brand management: A European perspective. 

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

Journal of the Academy of Marketing Science - General academic marketing journal that regularly feature articles on brands and brand management. 

Journal of Consumer Research - Specialist academic marketing journals with a focus on consumer research that cover branding issues regularly. 

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

Journal of Consumer Psychology - Specialist academic marketing journal with a focus on consumer research that cover branding issues regularly. 

Harvard Business Review - General (academic) management journal that frequently discuss brands and brand management. 

California Management Review - General (academic) management journal that frequently discuss brands and brand management. 

Journal of Business Research - General (academic) management journal that frequently discuss brands and brand management. 

Journal of Marketing - 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. 

Arvidsson A. (2006). Brands: Meaning and value in media culture. 

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. 

Holt D.B. (2004). How brands become icons: The principles of cultural branding. 

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. 

Rosenbaum-Elliott R., Percy L. and Pervan S. (2015). Strategic Brand Management. 

Assessment

Formative

In-class formative opportunities

Summative

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

Repeat

MethodPercentage contribution
Report  (4000 words) 100%

Referral

MethodPercentage contribution
Report  (4000 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 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 www.calendar.soton.ac.uk.

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