What is the module about?

This module aims to provide an in-depth understanding of the principles and practices of brand management, with a focus on building and managing strong brand identities in various contexts. Students will explore the strategic and tactical aspects of brand management, including brand positioning, brand equity, brand extension, brand communication, and brand performance measurement. The module will also cover the latest trends and issues in brand management, such as digital branding, brand storytelling, and brand sustainability. By the end of the module, students should be able to audit and make informed decisions regarding specific brands.

Specifically, the module aims to:

To develop a comprehensive understanding of the role of branding in modern business and the factors that contribute to building and sustaining strong brand identities.
Assess the managerial significance of branding in a competitive marketplace and understand how branding can be located within a broader framework of marketing strategy.

To provide practical skills in developing and implementing effective brand management plans, including brand analysis, brand positioning, and brand communication.
To build industry-relevant competences, such as market research, consumer insights, and brand analytics, that are essential for brand management practitioners.
To encourage critical thinking and reflective practice in evaluating the effectiveness of brand management strategies and tactics, and the impact of branding on consumers, society, and the environment.

Who should do this module?

This builds on and complements other UG marketing modules for those interested in pursuing marketing roles. It also provides good knowledge for those seeking to work within major organisations which expect their staff to align to, and promote, the company’s brand values.

Provisional Lecture Outline

Lecture 1: Introduction to Brand Management

Lecture 2: Consumer Insight and Brand Positioning

Lecture 3: Brand identity and Personality

Lecture 4: Designing Marketing Programmes to Support Brands

Lecture 5: Integrated and Digital Marketing Communications

Lecture 6: Measuring Brand Performance

Lecture 7: Managing and Sustaining Brand Growth

Lecture 8: Brand Erosion, Rehabilitation, and Revitalization

Lecture 9: Managing Global Brands

Lecture 10: Trends in Brand Management

Digital Economies MSc (Online)

Key benefits

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