Academic Handbook Course Descriptors and Programme Specifications

LBUSI5103 Brand Management Course Descriptor subject to approval

Last modified on November 18th, 2024 at 12:38 pm

Print/Save PDF
Discipline Business and Project Management
UK Credit 15
US Credit 4
FHEQ Level 5
Core Attributes None
Prerequisites None
Corequisites None

Course Overview

Brand managers in tech, consumer packaged goods (CPG), and service organisations shape the trajectories of global brands and products. This experiential learning course introduces students to the multi-faceted responsibilities of a brand manager. From foundational tasks, such as understanding market trends and the competitive landscape, developing the brand story, the course progresses to conducting and analysing consumer research to identify and test brand growth opportunities. Finally, students will learn how organisations bring new products and services to market, create and maintain a brand budget, establish and implement a multi-channel brand communication strategy, measure brand performance, and execute marketing and advertising campaigns.

Learning Outcomes

On successful completion of the course, students will be able to:

Knowledge and Understanding

K1b Explain and critically analyse a range of quantitative competencies related to KPIs (key performance indicators), brand budgeting, forecasting, reporting, and return-on-investment.

Subject Specific Skills

S1b Discuss and critically analyse the potential of a product or brand extension within an existing brand portfolio and prepare evidence-based recommendations.
S2b Formulate a cross-platform promotional strategy for a new product or brand extension.
S3b Organise a multifaceted project solving a problem in a real-life scenario.

Transferable and Professional Skills

T1b Communicate ideas effectively in a style and form appropriate to Marketing, with coherently organised ideas and appropriate academic references.
T2b Demonstrate a sound technical proficiency in written English and skill in selecting vocabulary so as to communicate effectively to specialist and non-specialist audiences.

Teaching and Learning

Teaching and learning strategies for this course will include: 

A minimum of 36 contact hours, typically to include interactive group teaching, co-curriculars, individual meetings, in-class presentations and exams.

Course information and supplementary materials are available on the University’s Virtual Learning Environment (VLE).

Students will receive individualised developmental feedback on their work for this course.

Students are required to attend and participate in all the formal and timetabled sessions for this course. Students are also expected to manage their directed learning and independent study in support of the course.

Assessment

Both formative and summative assessment are used as part of this course, with purely formative opportunities typically embedded within interactive teaching sessions, office hours, and/or the VLE.

Summative

AE Assessment Activity Weighting (%) Duration Length
1 Presentation 30% 10 minutes N/A
2 Written Assignment 70% N/A 2000 words

Further information can be found in the Course Syllabus.

Feedback

Students will receive formative and summative feedback in a variety of ways, written (e.g. marked up on assignments, through email or the VLE) or oral (e.g. as part of interactive teaching sessions or in office hours). 

Indicative Reading

Note: Comprehensive and current reading lists for courses are produced annually in the Course Syllabus or other documentation provided to students; the indicative reading list provided below is used as part of the approval/modification process only.

Books

  • Sullivan, T. (2023) Brand Management and Strategy. Stukent.
  • Keller, K.L. and V. Swaminathan (2020) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition. Pearson.
  • Holt, Douglas B. (2004) How Brands Become Icons : The Principles of Cultural Branding. Harvard Business School Press.
  • Lalaounis, Sotiris T. (2020) Strategic Brand Management and Development : Creating and Marketing Successful Brands, Taylor & Francis Group.

Journals

  • Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). “Brand Love”. Journal of Marketing, 76(2), 1-16
  • Bowers, J., D.L. Parris, Q. Wang, D. McRae, F. Guzman, M. Bolino (2024). “The New Rules of Marketing Across Channels.” Harvard Business Review, June 28.
  • Fournier, S., & Eckhardt, G. M. (2019). Putting the person back in person-brands: Understanding and managing the two-bodied brand. Journal of Marketing Research, 56(4), 602-619.
  • Puntoni, S., M. Ensing, J. Bowers (2024) “How Marketers Can Adapt to LLM-Powered Search.” Harvard Business Review, May 24, 2024
  • Rodríguez-Vilá, O., D. Nickerson, S. Bharadwaj (2024) “How Inclusive Brands Fuel Growth.” Harvard Business Review Magazine, May/June 2024.
  • Rojas-Lamorena, A.J., S. Del Barrio-García, J.M. Alcántara-Pilar (2022) “A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling.” Journal of Business Research, Volume 139, Pages 1067-1083.

Electronic Resources

Indicative Topics

Students will study the following topics:

  • Brand strategy
  • Brand resonance
  • Brand associations
  • Branding research
  • Brand architecture
  • New products & brand extensions
  • Integrated marketing communications
  • Digital branding
  • Brand equity management

Version History

Title: LBUSI5103 Brand Management Course Descriptor

Approved by: Academic Board

Location: academic-handbook/programme-specifications-and-handbooks/
Version Number Date Approved Date Published Owner Proposed Next Review Date Modification (As per AQF4) & Category Number
1.0 October 2024 November 2024 Dr Sanjay Bhowmick October 2029