MC5051 - Brand Management (2017/18)
|Module specification||Module approved to run in 2017/18|
|Module title||Brand Management|
|Module level||Intermediate (05)|
|Credit rating for module||15|
|School||Guildhall School of Business and Law|
|Total study hours||150|
|Running in 2017/18||
This module provides a comprehensive and up-to-date understanding on brands, brand equity and strategic brand management. It outlines the concepts and framework of branding which are crucial in designing and implementing marketing campaigns as well as activities to build, measure and manage brand equity. It provides students with the tools and techniques to improve long-term profitability via creating effective brand strategies.
Prior learning requirements
Level 4 study of marketing principles
To explore the role of branding from a corporate and consumer perspective
To introduce students to the theory of branding
To develop students' understanding of the role played by marketing communications in the building and maintenance of brands
To develop students' skills in brand marketing, particularly communications skills including writing, oral and interpersonal and IT skills
- The definition of a brand, the history of brands and how their use has developed.
- Different strategies for brand development and the different options for designing and managing brand.
- The role of the marketing mix in building brand equity.
- The role of integrated marketing communications in building brand equity
- The brand franchise and brand leverage/stretching.
- The management of brands: The changing role of the brand manager, brand oriented management, managing global brands.
- Monitoring brand performance and measuring brand equity.
Learning and teaching
Weblearn facility will be utilised as part of a blended learning approach by providing students with relevant resource information in order to assist independent learning.
The module will be delivered over a 15 week period which will include a 1.5 hour of lecture and a 1.5hourseminar each week. Week 7 is the only exception here which is adesignated activity week.
The lectures will highlight key theories, concepts and frameworks of the strategic brand management and their application to real life situations in the context of UK andEuropean as well as Global businesses.
The seminar sessions will containdiscussions, debates, questions and answer sessions to build on the topics covered in the lectures. The emphasis will be on enabling students to apply knowledge into real life scenarios in order to prepare them for individual case study analysis as well as the group activities.
Activity week 7 will be used to promote ideas and activities for students from different subject groups taking this module. The activities are based around subject groups and course cohorts. The activities planned includes: business games, marketing and communication simulation packages, off campus visits, guest speakers from industry and the professional bodies, for students to network with and discuss career opportunity and prospects.
On completion of this module students will be able to:
1. Understand the role of brands from a corporate and consumer perspective
2. Understand and apply branding theory and the concept of brand equity in a range of different branding products and services
3. Apply conceptual and analytical approaches to dealing with brand management problems and issues, in particular through applying creative thinking within an appropriate strategic brand management framework
4. Appreciate the nature of employment opportunities in the field of brand management, in particular the key roles of executives in the brand management area and their importance for career development
The assessment strategy consists of three components, which aims to assess the module’s learning outcomes. These assessments require students to think critically and apply the knowledge gained during the module. The components are:
Individual Case Study analysis 50%
A group written report and presentation weighing 50%
Individual Case Study analysis
Students will be required to analyse a case study based on a brand. Students will conduct secondary research on the brand to gain in-depth understanding of the branding strategies, answer case study questions as well as provide recommendations based on their learning from the module. The individual case study analysis should have a word limit of 2500 and weigh 50%.
Group written report and presentation
Students will be required to work in groups of 3-4 students for oral presentation as well as for a written report. Each group would choose a case study that is relevant to a lecture topic from the recommended text book that addresses a specific marketing and communications challenge. The presentation weighs 10%. Students are also required to submit a group written report that summarises the main points dealt with in the oral presentation. The written report should be 3500 words limit and weighs 40%.
|Assessment||Learning Outcome||Skills Development|
|Individual case study analysis||2,3||Demonstrate an awareness of brand management theories, concepts and tools, ability to gather and interpret secondary information, academic writing, time management, creativity, IT skills.|
|Group report/presentation||1, 2,3,4||Demonstrate an awareness of brand management theories, concepts and tools, ability to gather and interpret secondary information, working in groups, presentation, academic writing, time management, creativity, IT skills.|
-Keller. K. L., Aperia, T. and Georgson, M. (2008), Strategic brand Management: A European Perspective, Pearson Education.
-Kapferer, J-N. (2008), The New Strategic Brand Management, 3rd edition, London: Kogan Page.
-Aaker, D. A. (2002), Building Strong Brands, New York: Free Press.
-De Chernatony, L. and McDonald, M. (2003), Creating Powerful Brands in Consumer, Service and Industrial Markets, Oxford: Butterworth Heinemann.
Journal of Brand Management
Journal of Product and Brand Management
Journal of Marketing Management
European Journal of Marketing
European Journal of Marketing
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
Journal of Consumer Research
International Journal of Retail and Distribution Management
Chartered Institute of Marketing (CIM)
Marketing stable of magazines
Marketing Research Reports
Mintel Marketing Intelligence
Newspapers & Magazines (Marketing pages)
Wall Street Journal Europe