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Strategic Brand Management (886N1)

15 credits, Level 7 (Masters)

Spring teaching

This module will provide a thorough understanding of brand building.

Topics covered include:

• ways to enhance consumer-brand relationships
• building brand value or equity
• expanding the brand to new users and new markets through extensions and partnerships
• communicating core brand propositions via advertising, social media, storytelling, and design.

We will examine:

• the role of brand purpose in responding to ethical challenges
• how to manage brand crises
• the challenges of global branding
• how to revitalise tired brands.

 

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 35 hours of contact time and about 115 hours of independent study. The Â鶹´«Ã½ may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.