Modules

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
Prerequisites

N/A
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
2023/4, Trimester 1, ONLINE, Edinburgh Napier University
VIEW FULL DETAILS
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:


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


Assessment
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:
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