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Programme & Unit Catalogues

MN50360: Strategic brand management

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 2
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Coursework (CW 30%)
  • Examination (EX 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Aims: It is increasingly argued within marketing management circles that companies no longer make products rather they create, develop and build brands. The aims of this course are:
* To introduce students to the principles of brand management;
* To consider the role and significance of brands for organizational effectiveness.

Learning Outcomes: On completion of this module students will be able to:
* Analyse and evaluate the current branding strategies pursued by brands in different markets
* Create appropriate branding strategies for different types of brands.
* Understand the managerial importance of building successful brands.
* Understand the social and cultural significance of brands in 21st century consumer culture.

Skills: 1. Analytical, evaluative and creative skills (T/A)
2. Writing skills (A)
3. Presentation skills (F)
4. Group working skills (F)

Content: 1. The nature of brands and branding
2. Brand equity
3. Consumers and brands
4. Brand experience
5. Building brands
6. Brand positioning
7. Brand repositioning
8. Brand architecture
9. Brand communications
10. Brand extension
11. Corporate brand management.

Programme availability:

MN50360 is a Designated Essential Unit on the following programmes:

School of Management

MN50360 is Optional on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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