Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM International Brand Management
SchoolBirmingham Business School
Department Marketing
Module Code 07 31673
Module Lead Chelsea Bailey
Level Masters Level
Credits 10
Semester Semester 2
Restrictions None
Description This module builds on your understanding of basic marketing theory, principles and practice and of the challenges facing the marketer operating in an international environment.
During this module you will explore and examine the concept of branding and the implications of brand management on business practice. This will help you to develop an understanding of the brand and its relationship to consumers, organisations and society in general. You will also consider the challenges faced by brand managers at an international, operational and strategic level.
Learning and teaching in this module will seek to foster a collaborative, non-judgemental and culturally inclusive learning environment. The module involves a combination of lectures, case study exercises, videos and group discussions. It is expected that students attend all lectures, actively contributing to in-class exercises and debates.
Learning Outcomes By the end of the module, students should be able to:
  • Show critical awareness of contemporary issues, current research and theoretical frameworks and processes in relation to Branding and Brand Management.
  • Understand and appreciate the role of high value brands and multisensory cues in building brand differentiation. Understand and appreciate the importance of marketing communications and brand elements in building brand equity. Show critical awareness of the challenges of managing a brand over time, across geographical boundaries and utilising digital platforms.
Assessment 31673-01 : Group Presentation of marketing Plan : Presentation (10%)
31673-02 : Individual Essay Assignment : Coursework (90%)
Assessment Methods & Exceptions Assessment: Group Presentation of a marketing plan (10%) Individual Essay 2,000 words (90%)
Reassessment: Individual essay, 2000 words (100%)
Reading List