Module ASB-3530:
Brand Management

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

Organiser: Prof Kostas Nikolopoulos

Overall aims and purpose

Building a high value brand is at the heart of successful companies. This module will teach students the foundations of what is a brand, what a brand can and cannot offer, the factors that are important in building and maintaining a positive brand image as well as building brand equity. Further, the meaning of brands for consumers will be studied. A number of case studies will be used to learn from real life examples.

Course content

The course will provide an introduction to brand management principles and practices, covering among others brand equity theory, brand positioning, consumers and brands, as well as the planning and implementation of brand management programmes.

Assessment Criteria

good

High standard (B- to B+ / 60-69%): Very good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

excellent

(A- to A* / 70+%) An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

threshold

(D- to D+ / 40-49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

C- to C+

(C- to C+ / 50-59%) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning outcomes

  1. Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying brand management practices.

  2. Apply managerial judgement, analytical and critical skills to brand management issues and problems.

  3. Demonstrate a thorough understanding of how brand management practices might influence individual consumer behaviour and enhance brand equity.

Assessment Methods

Type Name Description Weight
ESSAY Coursework

Brand evaluation report.

40
EXAM Exam S1

One and half hour end of semester exam with a choice of two out of five essay type questions.

60

Teaching and Learning Strategy

Hours
Lecture

A two-hour introductory lecture in the first week followed by a 3-hour weekly lecture for the following 6 weeks. Finally, a two-hour revision lecture in the final week.

20
Private study

Reading core texts and highlighted lecture-based reading materials. Preparations, development and writing report. Preparation for final exam.

80

Transferable skills

  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Subject specific skills

  • People management: to include communications, team building, leadership and motivating others.
  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.

Resources

Courses including this module

Compulsory in courses:

Optional in courses: