Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2023-2024 (archived)

Module BUSI2171: Brand Strategies, Identity, Culture and Society

Department: Management and Marketing

BUSI2171: Brand Strategies, Identity, Culture and Society

Type Tied Level 2 Credits 20 Availability Available in 2023/24 Module Cap Location Durham
Tied to N201
Tied to N203
Tied to N207
Tied to N509
Tied to N510
Tied to N511
Tied to LMV0
Tied to LMVA
Tied to CFG0
Tied to FGC0
Tied to CFG1
Tied to CFG2
Tied to LA01
Tied to LA02


  • Marketing Principles BUSI1131 OR Foundations of Effective Marketing (BUSI1271)


  • None.

Excluded Combination of Modules

  • None.


  • Enable students to understand the key principles of brand management from a socio-cultural, psychological and anthropological perspectives.
  • Evaluate the role of reflective-brand image and how it is formed through symbolic cultural interpretation and appropriation in the development of identity and meaning.
  • Provide an evaluative consideration of brands in the wider social environment, including domestic or international market & social forces and consumption trends.


  • The socio-cultural meaning of brands
  • A semiotic act of naming a product from products to brands
  • Postmodernism, semiotics and the symbolic meaning of brands
  • Brands as symbolic resources for self and social identities
  • The principles of cultural branding
  • Brands cultural meaning in the global environment
  • Branding and corporate social responsibility

Learning Outcomes

Subject-specific Knowledge:
  • Demonstrate an understanding of branding from socio-cultural, psychological and anthropological perspectives.
  • Demonstrate an understanding of the social psychology of brands, the semiotic and cultural interpretation of meaning, and its impact on consumer identity.
  • Apply knowledge of the branding concept and brand management in the context of the development of social aware global brands.
Subject-specific Skills:
  • Have developed expertise in understanding key branding concepts and current issues in brand management from socio-cultural, psychological and anthropological perspectives.
  • Be able to evaluate branding approaches in a dynamic, global, diverse and fragmented global environment.
  • Be able to explore the complex task of successful branding with regards to the development of its cultural meaning and the transformation of experience.
  • Be able to critically evaluate the importance of strong brands to stakeholders.
Key Skills:
  • Information skills and the synthesis of data
  • Creativity and problem-solving (e.g. by thinking laterally and innovatively, to develop original approaches)
  • Critical thinking
  • Active and reflective learning
  • Time management/self-discipline
  • Presenting using technology
  • Video production skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The teaching and learning strategy is designed to encourage a critique of the social forces surrounding approaches to interpretation of building brand image.
  • The teaching and learning methods will follow a ‘flipped approach to learning’ utilising pre-recorded video content and academic journals to provide the grounding for the weekly discussion points.
  • Students will be expected to prepare for sessions through identified readings and videos.
  • This module is assessed through the development of a critical reflection of academic concepts in practice video.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops 10 Weekly 2 hours 20
Online Video Content Weekly 10
Preparation, fieldwork and Reading 170
Total 200

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual Video Presentation 20 minutes 100% Individual written assignment

Formative Assessment:

Article critique - 1000 words.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University