Core Module Information
Module title: Strategic Brand Management

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11503
Module leader: Nathalia Tjandra
School The Business School
Subject area group: Marketing


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
2022/3, Trimester 1, ONLINE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: WORLDWIDE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Nathalia Tjandra
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
o Learning & teaching methods including their alignment to learning outcomes
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, as well as core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support their learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process. The online materials require you to reflect and share your work experiences, and reflect upon these as much as possible within the learning materials and throughout assessments. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums.

o Embedding of employability/PDP/scholarship skills
This module cover all the key employability skills 1) Knowledge, as the students will search the market place and analyses the factors that affect companies in relation to the brand and the product. 2) communication, students use the virtual learning environment to interact and conduct their assessments 3) creativity, students have to create and formulate a brand of their own together with brand strategy.

o Assessment
Self-assessment questions and online discussions provide formative assessments. Summative assessment consist of End of Unit progress test; and formal coursework assessment which covers LO1, 2, 3, 4, and 5.

o Internationalisation
The module features numerous examples of international brands and including brand entry into a new market. This will facilitate understanding of differing cultural perceptions of brands.

o Research/teaching linkages
Short research papers are given as readings for the student. Student will also use secondary research in preparing for their assessments. The identification of appropriate resources together with the extraction and synthesis of information will support the development of research skills.

Formative Assessment:
Self-assessment questions and online discussions.

Summative Assessment:
Individual written report (4000 words) which will cover LO1, 2, 3, 4 and 5.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Practical classes and workshops 4
Independent Learning Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 1, 2, 3, 4, 5 12 HOURS= 02.00, WORDS= 0
Report 90 1, 2, 3, 4, 5 14/15 HOURS= 00.00, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

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