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: Alessandro Feri
School The Business School
Subject area group: Management


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.

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

Indicative References and Reading List - URL:
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