Module Directory

This module builds upon your prior knowledge of marketing and management by considering the more specific field of brand management.

In this module you will explore the fascinating world of brands from various perspectives. To that end, the module highlights the ubiquitous presence of brands in our contemporary cultures and explores consequences for contemporary marketing practices and for organisational practices more generally. Further, we will examine the relevance and impact of brands for businesses, consumers, and within society at large.

The module deals with the meaning of brands, their relation to products, services and other entities that are being "branded", the choices regarding brand strategy, and their management. Attention is paid to the notion of brand identity, brand image, the issues of brand development and extension, and the consumption of brands.

The aims of this module are:

• To introduce managerial and marketing issues central to brand management while also engaging in critical analysis of branding understood as a cultural practice within society at large


• To challenge some of the preconceptions about brands you may have, show you the potential breadth and depth of branding as an exciting subject area to study and make you aware of how all this is potentially relevant for your future professional and personal lives

By the end of this module, students will be expected to be able to:

1. Explain the role of brands for contemporary marketing and the historical emergence of brands and branding as a business practice.


2. Analyse the role of brand management for companies and locate brand management within its wider social, economic, and cultural context.


3.  Evaluate the theoretical and practical implications of branding concepts and strategies and discuss them critically in relation to a variety of contemporary issues of brand management.


4. Apply brand management concepts and strategies to business problems and justify their suitability for a business problem at hand while being able to identify possible limitations.

By the end of this module, students will be expected to be able to:

1. Explain the role of brands for contemporary marketing and the historical emergence of brands and branding as a business practice.


2. Analyse the role of brand management for companies and locate brand management within its wider social, economic, and cultural context.


3.  Evaluate the theoretical and practical implications of branding concepts and strategies and discuss them critically in relation to a variety of contemporary issues of brand management.


4. Apply brand management concepts and strategies to business problems and justify their suitability for a business problem at hand while being able to identify possible limitations.

Skills for Your Professional Life (Transferable Skills)

• Academic and cognitive – through your reflective engagement with the subject area and its theoretical principles and practical implications


• Data analysis – through your active and informed use of academic and commercial databases and your use of relevant quantitative and qualitative data sources 


• Soft Skills (Teamwork/Collaboration) – through your active participation in group work and discussions


• Communication (written) – through the diligent preparation of assigned tasks and assignments


• Communication (Oral) – through your active and thoughtful participation in class discussions


• Technology (Digital and Technical Fluency) – through your use of information technology to source information and compose assessed documents


• Research– through your independent location, evaluation and use of reliable and valid information sources (academic and non-academic)


• Research (Innovation and Curiosity) – through your independent exploration and research of the subject area and its theoretical principles and practical implications beyond the basic issues introduced in class


• Management & Marketing (Personal Brand) – through your creative application of the subject area and its theoretical principles and practical implications to your own life

The module will be delivered via:

• weekly topical sessions (see indicative teaching programme above)
• pre-recorded and online contents, interactive face-to-face sessions and student-led peer activities

In this way you are being broadly introduced to the content of a brand management topic/area each week providing you with a foundation for independent further study. Required readings and preparation activities for interactive sessions will be provided before each session on Moodle. You are expected that you prepare by reading the material and complete the required tasks beforehand and that you actively participate in activities and discussions.

The notional study time required for this module is 10 hours per credit (including formal contact hours, self-directed learning and preparation of assessed and non-assessed work, revision, assessments etc.)