Strategic Brand Management

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Write effectively for business purposes;
• Manage individual tasks, personal resources and time effectively;
• Present effectively for business purposes.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• The key principles of strategic brand management including brand value, brand equity and branding and competitive advantage;
• The macro environment for strategic brand management, including issues around reputation, ethics, industry structure, regulation and effectiveness.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Apply marketing and branding theories to real life strategic brand management;
• Develop a brand management plan to achieve a specific brand objective.
• Make decisions about how to manage luxury and mass-market brands;

Formative

This is how we¡¯ll give you feedback as you are learning. It is not a formal test or exam.

In-class formative opportunities

• Assessment Type: Formative
• Feedback: Formative feedback is provided as part of the discussions in class and for practice presentations for the group assignment.
• Final Assessment: No
• Group Work: No

Summative

This is how we¡¯ll formally assess what you have learned in this module.

Referral

This is how we¡¯ll assess you if you don¡¯t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.