Strategy and Marketing

Strategic Brand Management

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

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.

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