Modules

Core Module Information
Module title: Strategic Brand Management
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11103
Module leader: Nathalia Tjandra
School The Business School
Subject area group: Marketing
Prerequisites

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

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector. Branding and sustainability
Learning Outcomes for module:

LO1: Critically review strategic brand management theory
LO2: Analyse different foundations used to value brands
LO3: Formulate, evaluate and justify brand development decisions
LO4: Critically appraise the role of the marketing mix in supporting successful brands
LO5: Demonstrate creativity in formulating a brand and associated brand strategy

Full Details of Teaching and Assessment
2023/4, Trimester 2, Face-to-Face, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Nathalia Tjandra
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Seminar 36
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 50 1,3,4 6 HOURS= 00.00, WORDS= 0
Report 50 1,2,3,4,5 12 HOURS= 00.00, WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Strategic Brand Management
MKT11103 - Strategic Brand Management
 

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