MNM3G017-Brand Strategy

Module Provider: Henley Business School
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Autumn / Spring / Summer module
Pre-requisites: MNM2G007 Strategic Marketing
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Melisa Mete
Email: m.mete@henley.ac.uk

Type of module:

Summary module description:

Brands are at the heart of Marketing and marketing strategy.  The Strategic Brand Management elective pathway focuses on issues and challenges in managing successful brands.  Every day, we are bombarded with messages and images from brands.  Branding in business markets is starting to emulate consumer branding and to be an important asset for a firm.  A wide range of goods, services, organisations, geographic locations and even people seek to communicate to their audiences by applying the principles and practices of branding.  To maintain an effective brand, or portfolio of brands, it is necessary to understand the theoretical and practical aspects of brand development and ongoing management.  The digital era has brought many new challenges, in part because of the reduction in the control of brand messages by a brand’s management team, as consumers increasingly share insights and views about a brand through social media. This elective pathway provides current thinking about brand management, enabling students to become competent in understanding and subsequently implementing effective brand strategies for their own marketplace.

Aims:

This elective pathway examines key concepts in brands and the role of the brand in marketing strategy; brand value and brand equity; branding strategy and brand management; and the use of brand portfolios.  The elective also examines the role of the corporate brand and reputation; the impact of digital era and social media; and, how to evaluate brands. 

Assessable learning outcomes:

• understand the theoretical, conceptual and practical perspectives of branding


• investigate the diversity of brand scenarios across different business contexts (B2B, B2C, non-profit)


• evaluate critically the strategic themes in brand development and management


• scrutinise the various models available in the management of brands and identify relevant techniques for analysing brands


• appreciate the nature of the corporate brand


• understand the impact of technology upon brand communication and delivery


• appraise critically the performance and value of brands in the marketplace

Additional outcomes:

• Effectively organize, plan, and work towards the completion of their studies.


• Understand and apply the principles of critical analysis.


• Communicate their analysis effectively through a written report.


• Appropriately apply marketing theory into practice.

Outline content:

• The concept of the brand and its role in marketing strategy


• Brand equity and brand valuation


• Brand strategy, brand management and the use of brand portfolios


• The corporate brand and reputation


• The impact of the digital era, social media and consumer-to-consumer communication


• The evaluation of brands

Brief description of teaching and learning methods:

The primary learning transmission will be through self-study.  Participants will receive learning materials online, which will consist of a study guide and a practice application document.  An assignment brief will also be provided.

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

The assessment consists of an individual written assignment of approximately 3,500 words

Formative assessment methods:

Penalties for late submission:

These are in accordance with the programme specification.

Assessment requirements for a pass:

The pass mark for the individual assignment is 50%

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); to be submitted within 6 weeks of notification of module failure, date dependent on cohort entry and to be advised by the Programme Administrator.

Additional Costs (specified where applicable):

Last updated: 30 March 2023