MNM3G017: Brand Strategy

Module code: MNM3G017

Module provider: Marketing and Reputation; Henley Business School

Credits: 10

Level: 7

When you'll be taught: Full year

Module convenor: Dr Melisa Mete, email: m.mete@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: No placement specified

Academic year: 2024/5

Available to visiting students:

Talis reading list:

Last updated: 19 November 2024

Overview

Module aims and purpose

Brands are at the heart of Marketing and marketing strategy.  The Strategic Brand Management elective pathway focuses on issues and challenges in managing successful brands.  Every day, we are bombarded with messages and images from brands.  Branding in business markets is starting to emulate consumer branding and to be an important asset for a firm.  A wide range of goods, services, organisations, geographic locations and even people seek to communicate to their audiences by applying the principles and practices of branding.  To maintain an effective brand, or portfolio of brands, it is necessary to understand the theoretical and practical aspects of brand development and ongoing management.  The digital era has brought many new challenges, in part because of the reduction in the control of brand messages by a brand’s management team, as consumers increasingly share insights and views about a brand through social media. This elective pathway provides current thinking about brand management, enabling students to become competent in understanding and subsequently implementing effective brand strategies for their own marketplace.

This elective pathway examines key concepts in brands and the role of the brand in marketing strategy; brand value and brand equity; branding strategy and brand management; and the use of brand portfolios.  The elective also examines the role of the corporate brand and reputation; the impact of digital era and social media; and, how to evaluate brands.

Module learning outcomes

By the end of the module, it is expected that students will be able to:

• Understand the theoretical, conceptual and practical perspectives of branding
• Investigate the diversity of brand scenarios across different business contexts (B2B, B2C, non-profit)
• Evaluate critically the strategic themes in brand development and management
• Scrutinise the various models available in the management of brands and identify relevant techniques for analysing brands
• Appreciate the nature of the corporate brand
• Understand the impact of technology upon brand communication and delivery
• Appraise critically the performance and value of brands in the marketplace

Additional outcomes:

• Effectively organize, plan, and work towards the completion of their studies.
• Understand and apply the principles of critical analysis.
• Communicate their analysis effectively through a written report.
• Appropriately apply marketing theory into practice.

Module content

The key topics covered in all modes of study address the aim of enabling programme members to develop an appreciation and understanding of:

• the concept of the brand and its role in marketing strategy
• brand equity and brand valuation
• brand strategy, brand management and the use of brand portfolios
• the corporate brand and reputation
• the impact of the digital era, social media and consumer-to-consumer communication
• the evaluation of brands

Structure

Teaching and learning methods

The content is delivered through a blended learning approach. There is 1 day of taught session (module workshop during the electives week), supported by a range of materials on the learning platform, Canvas.

The other learning transmission will be through self-study.  Participants will receive learning materials online, which will consist of a study guide and structured sessions to cover the module content.  An assignment brief will also be provided.

The contact hours are shown for one semester in the table below for illustrative purposes only, The actual timing will vary depending on your cohort start date.

Study hours

At least At least 7 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered in online. You will receive further details about how these hours will be delivered before the start of the module. Please note that the hours listed below are indicative and for guidance purposes only. hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

The pass mark for this module is 50%.

Summative assessment

Penalties for late submission of summative assessment

This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:

https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmissionpgflexible.pdf

The Module Convenor will apply the following penalties to work submitted late:

• where the piece of work is submitted up to one calendar month after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark; 
• where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Formative assessment on the module will take in the form of written feedback and suggestions provided via Canvas discussions, and guided self-reflections on facilitated online learning activities via Canvas.

Reassessment

Additional costs