Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LH Brand Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 10639
Module Lead Miriam McGowan
Level Honours Level
Credits 10
Semester Semester 2
Restrictions none
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours

The module recognises brand management is a strategic management activity. It presents the principles that underpin brand management within an organisational context which adds value for a company. The module introduces, explores, applies and evaluates a range of strategic brand management issues that drive brand equity and value. The module presents brands as clusters of values and engages with both the goods and services in B2B and B2C sectors as well as engaging with mobile internet technologies. It is important brand marketers are sensitive to their brands’ context. Understanding and exploring brand context forms an important part of this module.

The material used to structure the lectures draws on the extant branding literature. The aim is to provide a solid theoretical grounding for subsequent case application and lecture discussion. Guest speakers from global brands will also be invited to speak on topics relating to their specialist area. The module aims for a balance between theory and practice.

Learning Outcomes

On completion of the module students should be able to:

  • critically appraise the role of the brand in modern marketing;
  • evaluate how brand context e.g. services, B2B, FMCG etc., influences brand management;
  • demonstrate a critical understanding of the differences between branding theory and practice;
  • describe, apply, critically evaluate and augment theoretical models in the context of contemporary brand management issues;
  • analyse how brands drive value and financial performance
Assessment 10639-01 : Essay : Coursework (100%)
Assessment Methods & Exceptions Assessments: 2,500 word individual assignment (essay): 100%

Reassessment: 2,500 word individual assignment (essay): 100%.
Other none
Reading List