Course Information Undergraduate prospectus

Strategic Brand Management

Course summary

Course code: MARK1115
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Klairoong Phairor



To provide:
To explore the concept of branding: its nature, scope, characteristics and value;
To understand the relationship between consumers and brands and the cognitive processes used for decoding and interpreting brand values and personality;
To appreciate the brand as a strategic device within the wider context of marketing and corporate strategy;
To consider the implications of Brand equity;
To establish criteria for 'good management practice' to develop and maintain sustainable brands;
To explore the opportunities for Brand extension and positioning.

Learning outcomes

Through this course you will meet the following learning outcomes:
Knowledge and understanding of:
 Brands and Brand Management
 Brand Equity
 Identifying and Establishing Brand Positioning
 Designing & Implementing Brand Strategies
 Introducing & Naming New Products & Brand Extensions
 Managing Brands over Time
 Managing Brands over Geographic Boundaries
Students should:
 Be able to present a coherent argument in support of an action or position
 Be able to synthesise data from a range of sources
 Be able to interpret information to enable an academic approach to the solving of problems
 Continue the process of developing an enquiring, critical approach to learning materials
Intellectual Skills:
 To be able to identify the key issues that will need to be addressed in the development of
 To understand the roles of brands in the organisation, in wider society and internationally
 To understand the roles of branding in not for profit institutions and service markets
 To facilitate the understanding of the connections between this course and other courses on
programmes of study
 To understand the role of branding within the organisation, the wider society and globally
 To appreciate the importance of branding to the full range of stakeholders
 To understand the links between academic study and business application
 To facilitate the understanding of the links between this Course and other Courses on the
degree programme
 To begin the process towards becoming a reflective learner and practitioner
 Appreciate the increasing importance of branding reflecting an ethical position
 To encourage a good judgement in the approach to work, academic staff and peers
 To be capable of assuming responsibility for personal learning and the development of
responses to specific problems
 To be able to present persuasively information verbally and in written format
 To manage learning relationships with peers and academic staff
 To place other effectiveness based outcomes from other courses in a marketing/research
Subject Practical Skills:
 Be able to gain greater awareness of branding activities that impact on our daily lives. To
consider the branding in a systematic and integrated manner and be able to assess the
impact of the study of the consumers and their interaction with brands
Transferable Skills:
 The ability to interpret material in an original and evaluative way; use of synthesis to form
links between concepts and theoretical approaches; producing a coherent argument based
on the synthesis
 Throughout the course, students will be expected to use a variety of information sources,
both working in their learning groups and independently on their assessments.
Students should be able to:
 Plan, organise and structure work that is coherent, fluent and grammatically accurate
 Use of Harvard referencing system for all academic work;
Verbal and written reasoning and fluency, i.e. able to propose and support an argument.
 Execute effective audio/visual presentations for a variety of purposes
 Work collaboratively with other course members in teams
 Write effectively using academic and business conventions such as Presentations and exams
 To improve presentation of information in a range of formats including presentations & report

Indicative content

Brand equity: Introduction to one particular view of brand equity concept – the concept of
customer‐based brand equity including its sources and the outcomes or benefits that result from
those sources.
 Brand identity: Understand different facets of brand identity and their roles in building brand
 Brand personality: Understand the brand personality traits and how consumers use brands to
communicate something about themselves and to understand the people around them better.
This section also draws on self‐concept theory to explain how consumers seek brands with
images that match their own self‐image and avoid those brands which reflect undesirable
 Brand positioning: Identify and establish points of parity and points of difference to establish the
right brand identity and brand image.
 Brands and symbolism: Understand social meanings people perceive in different products. This
section also draws on the concept of symbolic inter‐actionism to explain the type of behaviour
whereby consumers show more interest in brands for what they say about them rather than
what they do for them.
 Brand culture: Theoretical perspective of brand culture (e.g. the cultural dimensions), history,
images and myths that influence brand meaning in the global marketplace.
 Brand extension: Key issues regarding brand extensions. Consumer’s evaluation of brand
extensions. Guidelines for introducing new products and brand extensions.
 Using secondary brand associations to build brand equity: Different means by which secondary
brand knowledge can be created by linking the brand to companies, countries, other brands,
characters, spokespersons, events and other third‐party sources.
 Stakeholders and non‐user
 Global and international branding

Teaching and learning activity

The course will be delivered by a combination lectures, seminars, on‐line learning and off‐campus visits
to companies.
Learning time (1 credit = 10 hours)
Contact hours Lectures 10
Practical sessions
Tutorials 10
Other 6 (2 off‐campus visits to
the museum of brand
and one company)
Private study 64
Assignments: course work & other forms of
Coursework 40
tutorial preparation 20


Assignment 1 - 70%
3000 words.
An essay on a given topic.

Assignment 2 - 30%
25 minutes.
A group presentation on the brand audit accompanied with a group portfolio.

Ethical Compliance - 0%, numerically graded.

Minimum pass mark - 40%