Modules

Core Module Information
Module title: Strategic Brand Management
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11403
Module leader: Paria Zamanfashami
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 strategic 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 strategic brand management process, focusing on establishing brand positions and values, selecting brand elements to build equity, and understanding the impact of advertising and the Internet on brand development. 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: 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
2024/5, Trimester 1, Online (fully o,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Online (fully o
Location of delivery: ONLINE
Partner:
Member of staff responsible for delivering module: Paria Zamanfashami
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Independent Learning Practical classes and workshops 12 To enhance the online learning experience, live academic sessions (LAS) are conducted weekly. These sessions comprise of activities and discussion designed to develop your understanding of core theories and concepts, and how these can be applied in practice. These sessions further provide an opportunity to you to discuss core debate with fellow students, ask questions, and receive feedback from tutors.
Independent Learning Guided independent study 188 Guided independent study includes a range of activities and tasks designed to help you to develop the in-depth knowledge and core academic skills needed to meet the module learning outcomes. Details of independent study tasks, including core readings, are provided on Moodle.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Practical Skills Assessment 10 1~2~3~4~5 Week 13 HOURS= 10x quizzes End of Unit Progress Tests include multiple choice questions available at the end of each Unit. You need to choose one answer from amongst a list of choices that are available and submit your responses.
Report 90 1~2~3~4~5 Week 13 , WORDS= 3000 words A 3,000-word report analysing and evaluating a brand management strategy.
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

Related information