BRAND MANAGEMENT - 2024/5

Module Overview

More and more firms have come to realize that their brands are among their most valuable assets in the firm. The goal of this module is to provide a comprehensive
examination and discussion of relevant theories, concepts, models and tools for brand management. Specifically, the module will discuss how effective brand positioning, identity and architecture are essentials in developing a differentiating value proposition, creating brand equity and ultimately delivering value to different stakeholders.

Module provider

Surrey Business School

Module Leader

PITARDI Valentina (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

N/A

Module content

Content:

• Brand Awareness, Resonance, and Identity


•  Band Positioning


• Brand Equity


•  Multi Brand Portfolio and brand extensions


•  Brand Architecture


• Brand Audit

Assessment pattern

Alternative Assessment

Group presentation: Individual assignment (1500 word report)

Assessment Strategy

The assessment of the module will include:

Thus the summative assessment consists of:

• Coursework 1: INDIVIDUAL BRANDING STRATEGY (50%) The first assignment is an individual piece of work where students are requested to choose one of the branding topics provided in the module and analyse two real-life brands as an example of the topic.


• Coursework 2: GROUP BRAND AUDIT PRESENTATION (50%) Students will form a brand management teams to work on this project. Your assignment is to take a brand and conduct a brand audit. The goal of the brand audit is to assess its sources of brand equity and suggest ways to improve and leverage that brand equity. Brand audits are made up of brand inventories (comprehensive summaries of a firm's marketing and branding program) and brand exploratories (in-depth consumer profiles). The assignment submission is a presentation in PowerPoint (or similar format).

Formative assessment and feedback. Seminars are designed to include activities relevant to the assessments, a detailed marking scheme is provided to students to explain the assessment criteria used and the weighting of each criterion. Criteria have been developed in line with the learning outcomes. Summative feedback, explaining what students did well and less well, will be published on SurreyLearn once the marking process of the group assignment is completed. Generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohorts performance.

Module aims

• To examine Branding strategies employed by businesses in national and international contexts.
• To develop an understanding of the key theoretical concepts of Branding.
• To apply Branding strategies and concepts to real business cases.

Learning outcomes

Methods of Teaching / Learning

The module is delivered through weekly lectures, seminars and guided learning activities. The teaching and learning strategy is designed to provide a framework of theoretical branding concepts supported by real world examples and practical applications. Students will be provided with a range of delivery methods to facilitate their learning and to address various levels within the cohort.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3215

Other information

Employability: The module is designed to provide students with a working knowledge of practices and approaches which can be transferable to professional settings. Students are equipped with theoretical and practical problem-solving skills, and transferable competencies that allow them to analyse and explain branding cases. Global and Cultural Capabilities: Students will have an opportunity to interact with others while working on the group project and will therefore benefit from the cultural diversities of the student body. Digital Capabilities: Students will develop their digital capabilities using software such as SurreyLearn, Zoom and MS Office Applications, some of which they can utilise in the workplace. Resourcefulness and Resilience: Students in their team works and during seminars will be sharing practices and experience, providing support and empathy, and supporting each other practically. Through these approaches, students can develop their own resourcefulness and building their own confidence and self-efficacy. Moreover, they will be offered both in-class and written feedback (for assessed components) designed to develop and enhance their analytical, communication, team-work and problem-solving skills, which would make them more adaptable in the workplace.

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2024/5 academic year.