MC6091 - Brand Management (2022/23)
|Module specification||Module approved to run in 2022/23|
|Module title||Brand Management|
|Module level||Honours (06)|
|Credit rating for module||15|
|School||Guildhall School of Business and Law|
|Total study hours||150|
|Running in 2022/23(Please note that module timeslots are subject to change)||
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, 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.
Aims of the module:
- Explore the role of branding from a corporate and consumer perspective.
- Examine the theory of branding.
- Develop students' understanding of the role played by marketing communications in the building and maintenance of brands.
- Develop students’ researching and analysing skills.
- Develop students’ critical writing, application of knowledge and decision-making skills.
Prior learning requirements
Standard University entry requirements for L6
- Customer based brand equity concept LO1
- Building brand value through positioning LO1
- The role of the marketing mix and integrated marketing communications in building brand equity LO1
- Building brand equity through secondary associations LO1
- Managing brands over time LO2
- Monitoring brand performance and measuring brand equity LO2
- Managing brands over geographic boundaries and market segments LO2
- Cause marketing LO1
- Brand extensions LO2
- Future brand priorities LO2
Balance of independent study and scheduled teaching activity
The module will be delivered over a 12-week period, which will include a 1-hour lecture and 2-hours seminar each week.
The lecture/seminar sessions will be utilised to highlight key theories, concepts and frameworks of strategic brand management and their application to real life situations in the context of UK and European as well as Global businesses. Furthermore, the sessions will contain discussions, debates, question and answer sessions to build on the key topic areas in brand management. The emphasis will be on enabling students to apply knowledge into real life scenarios in order to prepare them for the individual assessment.
WebLearn will be used for the distribution of the module handbook. It will also be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content. It will also be used for the timely provision of generic feedback following formative assessment.
On successful completion of this module, students will be able to:
- Examine the role of brand equity for an organisation operating in a specific sector and apply relevant branding theory (LO1).
- Assess feasible recommendations for the selected organisation, in particular exploring issues which will facilitate decision-making processes within an appropriate strategic brand management framework (LO2).
The assessment strategy consists of one component, which aims to assess the module’s learning outcomes. This assessment requires students to think critically and apply the knowledge gained during the module. The component is:
Individual Report (100%)
Students will be required to analyse a brand using relevant theory within a specific topic area. Students can select an organisation which operates in the UK from any of the following sectors which relate to their degree course, e.g. Marketing, Retail, Professional services, Fashion, Leisure, Tourism, Aviation, Events, Creative industries, Education, Not for Profit/Charity.
Students will conduct secondary research on the organisation to gain an in-depth understanding of the branding strategies currently being utilised by the firm and provide recommendations based on their learning from the module. The individual report should have a word limit of 2,000 and weighs 100%.
This assessment encourages students to develop and practice the following skills:
Researching and analysing data, critical writing, application of knowledge and decision-making skills.
Keller, K. L. and Swaminathan, V. (2020), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Global Edition, Pearson.
Bilton, C. (2017), The Disappearing Product: Marketing and Markets in the Creative Industries, Edward Elgar Publishing Ltd.
De Chernatony, L., McDonald, M. and Wallace, E. (2017), Creating Powerful Brands, 4th Edition, Routledge.
Hancock, J. (2016), Brand/Story Cases and Explorations in Fashion Branding, Fairchild.
Johansson, J.K. and Carlson, K.A. (2015), Contemporary Brand Management, Sage.
Kapferer, J-N. (2012), The New Strategic Brand Management, Advanced Insights and Strategic Thinking, 5th Edition, Kogan Page.
Kolb, B. (2017), Tourism Marketing for Cities and Towns: Using Social Media and Branding to Attract Tourists, Routledge.
Nigam, S. (2016), Soar: How the Best Airline Brands Delight Customers and Inspire Employees, Idea Press Publishing.
Reic, I. (2017), Events Marketing Management: A Consumer Perspective, Routledge.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S. (2018), Strategic Brand Management, 4th Edition, Oxford University Press.
Journal of Brand Management
Journal of Product and Brand Management
Journal of Marketing Management
Journal of Marketing Communications
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
Journal of Consumer Research
International Business Management
International Journal of Retail and Distribution Management
Marketing Intelligence and Planning
International Journal of Service Industry Management
Journal of Voluntary and Non Profit Marketing
Journal of Business Management
Journal of Travel and Tourism Marketing
Journal of Aviation Management
Journal of Fashion Marketing and Management
Events Management: An International Approach
Creative Industries Journal
Chartered Institute of Marketing (CIM) www.cim.co.uk
Mintel, Market Intelligence, Keynote, Euromonitor
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.