| 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 - Business School |
| Faculty | Faculty of Social Sciences and Law |
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).
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.
This unit is delivered using a problem-based, flipped learning approach. Students will explore the subject area through analysis of a range of contemporary branding and brand management challenges. It requires students to research the subject area and work individually or in teams to formulate and present a response. The flipped learning style adopted by this unit requires students to engage with a range of sources prior to taught sessions. These include, but are not limited to, short videos outlining threshold concepts, contextual video content (Youtube, TED talks), academic papers, case study material, market reports and news reports. These resources will be delivered through Blackboard and will be supported by existing reading list software.
The unit structure offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.
Summative assessment will take the form of two components: a 1400-word situational analysis (35%) and a 2,600-word brand strategy proposal (65%). Both pieces of assessment to be developed on an individual basis.
Component 1: Students will be required to undertake a situational analysis and propose a new brand, brand repositioning or brand extension in response to the opportunities and challenges identified (ILO 2,3,4). This piece of assessment is formative too and students would be provided with appropriate feedback.
Component 2: Using the feedback from Component 1, students will be required to develop their original analysis and formulate a brand strategy in response to the challenges/opportunities identified, explaining how the success of the chosen strategy will be analysed and specifically how it relates to measures of brand equity (ILO 1, 2,3, 4)
Feedback for Component 1 will be both summative and formative as students will be required to use this to develop the brand strategy proposal.
The core text for this unit is:
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.
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.
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
