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Unit information: Strategic Brand Management in 2020/21

Please note: you are viewing unit and programme information for a past academic year. Please see the current academic year for up to date information.

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%)

Reading and References

The core text for this unit is:

Beverland, M. (2018). Brand Management: Co-creating Meaningful Brands. Sage Publications Ltd., 416 pp.

Other Texts:

Chernev, A., (2014). Strategic marketing management. Cerebellum Press.

Kapferer (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity), Kogan Page, 5th Ed.

Keller, K.L., Paramaswaran, A.M.G, Jacob, I. (2015). Strategic brand management: building, measuring, and managing brand equity, 5th, Global edn, Pearson, Boston, [Mass.], London.

Academic and Practitioner Journals

Academy of Marketing

European Journal of Advertising

European Journal of Marketing

International Journal of Advertising

Journal of Brand Management

Journal of Marketing Communications

Journal of Advertising Research

Journal of Interactive Advertising

Journal of Communications Management

Journal of Marketing

Journal of Consumer Behaviour

Management

Marketing and Management

Marketing Management

Science Review

Harvard Business Review

The Economist

Marketing

Campaign

Other

Any/all broadsheet newspapers

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