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Unit information: Brands and Cultural Strategy in 2021/22

Unit name Brands and Cultural Strategy
Unit code EFIM30061
Credit points 20
Level of study H/6
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Simon Blyth
Open unit status Not open

Issues in Consumer Marketing and Innovation (EFIM20045) OR Consumption and Consumer Behaviour (EFIM20046)



School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

This unit aims to ensure students appreciate brand cultures as complex and dynamic phenomena. Our focus will be on consumer brands. Over the course of this unit students will gain an understanding of the building of brand cultures and the value that they bring to organisations. Through analysis of a wide range of case studies, students will develop the capability to analyse a given brand culture and evaluate potential opportunities for new brands and brand development. They will also consider contemporary developments in brand cultures, not least the ‘brand purpose’ turn. They will be able to select a critical issue, opportunity or problem and justify it using academic theory, cultural and market analysis and formulate a contender cultural strategy.

Intended Learning Outcomes

On completion of this unit, students will be able to:

ILO1: Recognise the complex nature of brands and branding and the interrelation between culture and brand

ILO2: Understand how the value of effective brand management is configured within marketing-led organisations

ILO3: Demonstrate a critical understanding of contemporary issues and practices in brand strategy including ‘brands with purpose’

ILO4: Analyse, assess and critique brand campaigns, from various stakeholder standpoints

ILO5: Demonstrate a working knowledge and understanding of cultural strategy

Teaching Information

This unit will be delivered through 10 x 3-hour lectorial workshops. These workshops are designed to blend lectures (2 hours) with individual and small-group activities (1 hour) and encourage the students to critically engage with the content of the Unit.

Students will be required to participate is a series of group activities throughout the unit. They will receive verbal feedback from course lecturers on their contributions and preliminary ideas.

As well as group work, students will be encouraged to pursue their own interests (both intellectual and practical) and required to read across a range of sources, including academic journals.

Assessment Information

Component 1: 50% Cultural Brand History

Students will be required to undertake a historical longitudinal case study of a chosen brand. 2000 words
ILO 1, ILO 2, ILO 4

Component 2: 50% Cultural Strategy Recommendation

Students will be required to formulate a brand strategy based upon their cultural brand history, which identifies new cultural opportunities for the chosen brand. 2000 words
ILO 3, ILO 5


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIM30061).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.