Strategic Brand Management (N1601)
15 credits, Level 6
The management of brands is an important element of marketing strategies within contemporary organizations. This module builds upon your prior knowledge of marketing and management by exploring the fascinating world of brands from various perspectives. The module highlights the ubiquitous presence of brands in our contemporary cultures and explores consequences for contemporary marketing practices and for customer-oriented marketing practices. A holistic approach to Brand Management is given drawing from contemporary research and theories within the branding and consumer literature so that the impact of brands for businesses, consumers, and within society be discussed.
30%: Coursework (Group submission (written))
70%: Examination (Take away paper)
Contact hours and workload
This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.
We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2021/22. However, there may be changes to these modules in response to COVID-19, staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.
This module is offered on the following courses: