Module description
What is the module about?
A comprehensive introduction to brand management in both theory and practice that introduces key concepts, theories and frameworks of analyse branding problems/opportunities. By the end of the module, students should be able to make informed decisions regarding specific brands.
Specifically, the module aims to:
- Develop brand and communications strategies to meet marketing objectives.
- Assess the managerial significance of branding in a competitive marketplace and understand how branding can be located within a broader framework of marketing strategy.
Who should do this module?
This builds on and complements other UG marketing modules for those interested in pursuing marketing roles. It also provides good knowledge for those seeking to work within major organisations which expect their staff to align to, and promote, the company’s brand values.
Assessment details
60% 2-hour unseen final exam
30% group project (2000 words)
10% tutorial assessment (presentation and participation)
Teaching pattern
1 x 2-hour weekly lecture
1 x 1-hour bi-weekly tutorial
Suggested reading list
Keller, K. and Swaminathan, V. (2020), Strategic Brand Management: Building, Measuring and Managing Brand Equity- Global Edition, 5th Edition, Pearson, ISBN-10: 1-292-31496-6