MK9628 - Brand Management

What will I learn on this module?

An organisation’s brand is a major factor in how they are perceived by their current customers, potential customers, employees, media groups and the wider public. Brands act as a means of differentiating from competitors and maintaining a positive corporate image. This module will provide you with the opportunity to explore the branding strategies adopted by organisations and appreciate the true value of a strong, successful brand. Lectures and seminars provided both will include:

• Analysing elements of a Brand: attributes, core values, personality/character
• Brand Identity and Image; Key stakeholders to consider in relation to a brand – staff and customers; Employee/Employer branding
• Brand communities and brand co-creation
• Brand and (& in) the Brain: Semiotics & Neuromarketing aspects of branding
• Positioning and PR, and image/impression management, including re-branding and turnaround situations
• Non-commercial and ethical brands.
• Brand metrics, including especially brand equity and value (some financial aspects included here)
• Brand portfolio management (co-brands & sub-brands)

How will I learn on this module?

You will learn through a combination of formal sessions (lectures, seminars and webinars), tutor-directed study and independent reading. The seminars and webinars will be highly interactive and will draw upon the directed learning undertaken, your own marketing-related experiences and discipline expertise of the academic team. These interactive sessions will centre on high levels of participation, both individually and within small groups.

Directed learning will centre upon a range of activities including pre-reading and preparation for interactive activities. Independent learning will
centre upon you reading around the subject matter covered within seminars and lectures. Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy on this module along with the explicit development of competence, both of which you will develop into a reflective statement as part of the module’s summative assessment.

How will I be supported academically on this module?

You will be supported by the module tutor who is an academic lead for the module, in addition to an academic teaching comprising subject
experts from the marketing discipline. This academic team will deliver lectures, seminars and webinars. The seminars will be in small groups so that there is opportunity for exploring the subject matter in detail with both the academic staff and your fellow students.

A comprehensive eLP site will store the materials needed for the lectures and seminars, alongside a detailed week-by-week learning and teaching plan to guide you through the module. There is an electronic reading list indicating the core texts with cover research methods and data analysis, alongside reference to various recommended marketing-related journals and business and management databases, which you should access as the module progresses.

You will be supplied with formative feedback through seminar discussion and reflection, further supported by the weekly webinar. Formative feedback will be provided throughout the module, particularly in relation to seminar tasks where the practical aspects of the module will offer you opportunities to give and receive feedback from your tutors and fellow students.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
* A critical appreciation for the digital and global marketplace, the challenges these pose as well as their opportunities. [MLO1]

* A critical understanding of different types of brands, strategic brand management, and particularly how brand-related decisions can be made with by understanding the relevant brand-stakeholders. Based on the critical evaluation of brands, propose appropriate branding strategies that are tailored, evidence-based, viable, and creative. [MLO2]

Intellectual / Professional skills & abilities:
* Develop the attributes of a strategic brand manager with an awareness of the global and digital business environments. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
* Conduct independent and critical evaluation of various types of brands through the effective application of up-to-date branding theories and frameworks and critical analysis of market research data. [MLO4]

How will I be assessed?

Formative assessment will take place through applied group-based learning activities in seminars and webinars. You will be encouraged to discuss ideas through peer review, reflect upon feedback given both by peers and tutors, and provide feedback to others in small group activities and discussions.

Summative assessment will comprise the submission of an analytical business report, undertaken individually and relating to a chosen brand. The report will have 2 sections:

1) A critical evaluation of the chosen brand (via application of relevant theoretical frameworks) supplemented by a portfolio of evidence consisting of media output (website screen-shots; examples of advertising campaigns in the form of posters, links to videos etc), referenced market research extracts from a range of relevant and credible sources, relevant marketing metrics, and any other relevant secondary research. Weighting 60%.

2) A proposal for an appropriate branding strategy for any one of the following brand-related business scenarios as applicable to the chosen brand: re-branding/re-positioning, new product launch, mergers & acquisitions, turnaround, or crisis management scenarios. Weighting 40%.





Module abstract

Many organisations are defined by their brands which communicate their values and how they differ from competitors. Branding is a critical
issue, not only for managing the relationship with customers but also corporate investors. In this module you’ll develop a detailed
understanding of branding strategy. How does a brand position itself in the marketplace? If a business has multiple brands, how does it
manage its brand portfolio? And how does it measure the worth of its brands so they can feature on the balance sheet? By addressing such
questions, you’ll develop the skills you need to contribute to an organisation’s branding strategy.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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