BE853-7-SU-CO:
Brand Strategy
2027/28
Essex Business School
Colchester Campus
Summer
Postgraduate: Level 7
Current
Monday 24 April 2028
Friday 30 June 2028
10
14 April 2026
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MBA N20012 The Essex MBA,
MBA N20E24 The Essex MBA,
MBA N20E36 The Essex MBA
A brand that is designed from a strategic perspective is the greatest competitive advantage a company can have. In a competitive marketplace, generating preference is essential to creating consumer demand. Understanding the components of Brand Strategy is key to
building, developing, and growing an organisation´s competitiveness. The Brand Strategy Module teaches participants to approach business problems from a strategic perspective, connect information to find solutions, and regard brands as long-term strategic assets.
The aims of this module are:
- Enable students to Understand Brands: what they are, why they matter, and how they create value in business.
- Teach students how to Design Brands: to define their components with a strategic purpose, give them structure, and ensure they have the basis from which to be amplified.
- Enable students to Develop Brands: to craft a differentiated / relevant narrative, and express it in a consistent manner across all channels, and throughout its lifespan.
- Teach students to take Brands to Experiences: to translate Brand Strategy into differentiated / relevant / consistent consumer experiences across all touchpoints.
- Encourage students to Look Beyond: to understand emerging trends, to adopt global perspective, and to think beyond their current frame of mind.
By the end of this module, students will be expected to be able to:
- Analyse and critically evaluate how Brands create economic value as competitive strategic assets.
- Critically apply strategic frameworks in the design, development, and amplification of Brands.
- Create differentiated / relevant brand narratives that maintain consistency across channels, and over time.
- Design Customer Experiences that connect.
- Demonstrate an understanding of how to anticipate and identify opportunities for future Brand strategies.
This module will be delivered by:
Lectures
Seminars
Class Exercises
Group based project work
Indicative Content:
Date 1000-1300 1400-1700
Monday :
Understanding Brands.
- Course introduction.
- What is a Brand?
- Why are Brands important?
- What makes a Brand effective?
- Why is Brand Strategy relevant?
Tuesday:
Designing a Brand.
- Mapping the opportunity.
- Segmentation.
- Insights.
- Positioning.
- Narrative.
Wednesday Reading / Preparation.
Thursday: Developing a Brand.
- Naming.
- Architecture.
- Equities.
- Territory.
- Look & Feel.
Friday:
From Brand to Experience.
- Experience design.
- Value chain.
- Touch points.
- Protocols.
- Improvisation.
Group Presentations.
This module will be delivered via:
- Lectures.
- Seminars.
- Discussion of case studies.
- Discussion of journal articles.
- Class exercises.
- Group based project work.
- Tutorials.
- Signposting to other support.
- Self-study to develop individual and group action plans (including immersion activities, seminars and workshops).
Details will be available on Moodle.
The Module follows an inductive learning approach, where concepts and models are constructed through critical analysis, and open discussion of practical cases. Each thematic module begins with real-market examples that frame the discussions.
Participants are expected to actively participate sharing perspectives and insights taken from their own personal and professional experiences.
A core bibliography will be suggested to guide discussions, and for preparation.
The course is structured around a combination of short lectures, group discussions, and case study work.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Additional coursework information
The assessment for this module will be based on 100% coursework and will include an individual innovation proposal (75%), and an individual learning journal (25%).
Coursework –
a) Individual innovation proposal (75% of the total marks)
This 2,500 words practical assignment aims to transfer new skills and knowledge to the design of an innovation proposal. It also allows the student an opportunity to add to their personal development plan by reflecting upon how their learning can be applied in creating a strategic project. The assessed coursework component of the module will consist of a situational analysis of an organisation and the identification of possible avenues for product/process/service/business model innovation.
Individual Learning Log (25% of the total marks)
This assessed coursework will comprise a critical reflection of your learning. The word limit is 1,000 words (+/- 10%) excluding tables, figures, references, and appendices.
Specific details about this coursework will be posted on the BE853 Moodle page and discussed in the lectures.
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Prof Jay Mitra, email: jmitra@essex.ac.uk.
Jay Mitra
jmitra@essex.ac.uk
No
No
Yes
No external examiner information available for this module.
Available via Moodle
Of 28 hours, 28 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.
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