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Unit information: Strategic Brand Management in 2018/19

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

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 details

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.

Assessment Details

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.

Reading and References

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

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