Strategy and Marketing

Strategic Brand Management

Module code: N1601
Level 6
15 credits in autumn semester
Teaching method: Lecture, Seminar
Assessment modes: Take away paper, Coursework

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.

Module learning outcomes

  • Critically evaluate the role, concept and principles of strategic brand management in contemporary organisations, in the domestic and international environment and develop an understanding of strategic brand management methodologies
  • Gain a critical awareness of challenges in managing a portfolio of product and services brands and making strategic brand decisions in a dynamic global environment
  • Critically analyse branding strategies and evaluate differing approaches for creating, sustaining and measuring brand equity at a global scale.
  • Evaluate a strategic brand management plan and set of solutions and its contribution made from deploying strategic brand management tools and techniques to organisations