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Unit information: Strategic Brand Management in 2021/22

Unit name Strategic Brand Management
Unit code EFIMM0055
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Nikolaos Stylos
Open unit status Not open
Pre-requisites

None

Co-requisites

None

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

Description including Unit Aims

This unit aims to ensure students can recognise the complex nature of brands and branding. Students will be able to reflect upon the range of contexts in which brands operate and the nature of stakeholders who engage with them. Over the course of this unit, students will develop the capability to appraise the various frameworks used to analyse the components of brands and recognise their role in strategic brand management. Students will develop the capability to analyse a given market/environment and evaluate potential opportunities for new brands and brand development. They will be able to select a set of branding objectives and justify them using academic theory and market analysis. Given the set of objectives, students will demonstrate the ability to formulate a brand strategy and propose a method (or methods) used to measure its relative success).

Intended Learning Outcomes

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

LO 1: Consider the complex nature of brands and branding and the relative value (equity) that effective brand management can contribute to the value of an organisation.

LO 2: Compare and evaluate different theoretical models of brands and branding and reflect upon their application within an organisational context.

LO 3: Examine the range of stakeholders that engage with a brand in any given environment and consider the implications they hold for strategic brand decision-making.

LO 4: Produce a situational analysis, formulate a set of brand objectives and a brand strategy in response, and compare the different ways that brand equity can be appraised.

Teaching Information

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectorials, assessment guidance sessions, online individual surgeries, and other online learning opportunities.

Assessment Information

Formative coursework: 1,000-word individual report (Situational analysis & branding approach - to feedforward); Summative coursework: 3,000-word individual Brand Strategy development & final brand case proposal (100%)

Resources

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. EFIMM0055).

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.

Assessment
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.

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