Module BUSI2321: Applied Brand Strategy

Department: Management and Marketing

BUSI2321: Applied Brand Strategy

Prerequisites

• BUSI1131 Marketing Principles OR BUSI1271 Foundations of Effective Marketing

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• Develop an appreciation of the process and drivers behind the development and management of successful brands.
• Provide students with the opportunity to evaluate the contributory factors that contribute to a brand’s identity as a component of brand equity.
• Recognise the multifaceted nature of the brand, highlighting the role of the employees and customers in the co-creation of a brand experience.
• Provide students with an understanding of how brand management works in practice, from design, development, expansion and protection in a dynamic business environment.
• Evaluate the branding principles in a variety of contexts, including personal, services, events, luxury, destination, and retail.

Content

• Brand equity from financial and consumer perspectives
• Consumer research
• Brand architecture, portfolios and extenstions
• Brand strategies in the global environment
• Brands communications on digital and traditional platforms
• The role of CSR in brand management
• Protecting brand assets and reputation
• Services, luxury, digital, personal, destination, events branding

Learning Outcomes

• Gain knowledge and understanding of building and measuring brand equity concept from both financial and consumer perspectives.
• Gain knowledge and understanding of different approaches to brand strategies and be able to critically evaluate the main choices that brand managers must take into account when they manage their brands.
• Apply knowledge of the branding concept and brand management in the context of the development of local, national , international and global brands.
• Demonstrate an understanding of the relationship between brands and advertising and evaluate how these are affected by new technology and media.

• Have developed expertise in the principles behind the development of communicating value through symbolism and semiotics, including meaning transfer of the brand name, imagery and message.
• Be able to undertake research in to various aspects of a brand’s position, including the brand’s identity, recognition, associations, personality and authenticity, and consumer’s response including awareness, attitudes, emotions and attachment to a brand.
• Be able to explore the complex task of successful branding with regards to the semiotic act of naming logo design and brand communications.
• Be able to critically evaluate the branding practices in a range of industry sectors.

• 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
• Group work/teamwork and leadership 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 generate an evaluative and critical eye towards branding practices and implement principles of brand development principles in practice.
• The teaching and learning methods include lectures, online videos and discussion boards incorporating appropriate video footage, examples, and case studies; and industry applied seminar activities. Students draw on the principles and practice of brand development through groupwork developing a brand strategy.
• The module will be assessed through a group report outlining a critical and evaluative development of a brand strategy.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Brand diary - 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