Modules

Core Module Information
Module title: Brand Management
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT09109
Module leader: Kyle Andrews
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module provides you with a comprehensive understanding of brand management theory and its practical application in organisations. You will explore the origins of popular brands, examining the processes and strategies behind their success. The module covers the brand management process, focusing on establishing brand positions and values, selecting brand elements to build equity, and understanding the impact of advertising and their brand development. There are two assessments for this module. You will also explore key topics such as the legal protection of brands, co-branding opportunities, and challenges like brand conflict. The module further introduces methods for developing and managing brand equity measurement systems. Additionally, you will learn how to apply brand management strategies in global markets and the not-for-profit sector, preparing you to navigate complex brand environments effectively.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Demonstrate clear understanding of the brand and the brand strategy.

LO2: Critically review strategic brand management theory.

LO3: Analyse different foundations that are used to value brands.

LO4: Formulate, evaluate and justify creative brand development decisions.

LO5: Critically evaluate the role of the marketing mix in supporting successful brands.
Full Details of Teaching and Assessment
2026/7, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Kyle Andrews
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 Your lectures will introduce new topics and provide an overview of key concepts relating to brand management and sustaining a brand.
Face To Face Tutorial 10 Your tutorials will involve both individual and group group work in understanding brand management theories and sustaining a brand.
Online Guided independent study 180 Your guided independent study will consists of reading course work material and academic journal articles in your own time.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1~2~3 Week 8 , WORDS= 2000 words You are required to complete a 2000 word individual report consisting of brand management theories.
Oral Presentation 50 1~2~3~4~5 Week 12 HOURS= 20 minutes 15 minute in class group presentation where every group member must present. There is 5 minutes of question and answer from the module leaders.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Brand Management - Reading List
 

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