Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Strategic Branding
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37286
Module Lead Inci Toral
Level Masters Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-20 hours
Seminar-20 hours
Guided independent study-160 hours
Total: 200 hours
Description This module explains and explores the critical aspect of branding and brand management from a range of perspectives and business contexts. Core theories will be examined and critiqued, along with the use of real case examples which will assist students in developing knowledge and insights concerning the development of brands, strategically leveraging the power of brands from both a theoretical and practical, applied perspective.

Critical aspects covered during the module include how strategic brand management takes place in both large and small, high growth organisations; why building and creating brands is important for business growth and the financial value of the brand, and how brands can deliver value for businesses and to other key stakeholders from the ethical, functional, financial and emotional, consumer perspectives
Learning Outcomes By the end of the module students should be able to:
  • Explain how brands are defined and positioned to add value to organisations.
  • Critically evaluate the brand strategy.
  • Systematically explain the strategic process of building and sustaining brands
  • Asses the importance of responsible branding and the impacts of sustainable branding policies
Assessment Methods & Exceptions Assessment:

Group work: A digital artefact, such as a 3 minute podcast, or a 1 page poster supported by a max. 900-word written group report or equivalent. (20%)

A 3500 words individual coursework 80%.


Reassessment by failed element.
A reflection supported by theory on the group work (750 words)(20%).

A 3500 words individual coursework 80%.
Reading List