| 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.
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.
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%)
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
