Strategy and Marketing

Strategic Brand Management

Module code: N1601
Level 6
15 credits in autumn semester
Teaching method: Lecture, Seminar
Assessment modes: Computer based exam, Coursework

The management of brands is an important element of marketing strategies within contemporary organisations.

In this module you'll:

build upon your prior knowledge of marketing and management by exploring the fascinating world of brands from various perspectives
learn about the presence of brands in our contemporary cultures
explore consequences for contemporary marketing practices and for customer-oriented marketing practices
take a holistic approach to brand management, drawing on contemporary research and theories from branding and consumer literature to examine the impact of brands on businesses, consumers and society.

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