2023/24 Taught Postgraduate Module Catalogue

LUBS5434M Brand management

15 creditsClass Size: 400

Module manager: Karen Tejedor Bowen
Email: k.tejedorbowen@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

Module replaces

LUBS5433M - Brand Management and Corporate Identity

This module is not approved as an Elective

Module summary

This module aims to provide an understanding of branding and brand management. The module will take two perspectives: the business perspective and the design perspective. The larger part of the module will focus on the business perspective, and thus emphasise brand strategy, brand management, and the theory needed to create, grow and sustain successful brands. These theoretical foundations will be supported by a combination of academic research, industry examples and practical work. In addition, the module will explore the design perspective. Thus, it will explain brand design key concepts and principles, clarify the role of design in branding, and explain the essential links between strategy and design. No design background or design skills are necessary as a pre-requisite. The module will aim to combine theoretical and applied aspects in order to enhance the managerial approach.

Objectives

This module aims to provide in-depth understanding of branding and brand management in the contemporary environment. To do so, two perspectives will be used: the business perspective and the design perspective. The business perspective will form the larger part of the module, explaining and reviewing the main concepts, theories and strategies for brand development and brand management. The aim is for students to be able to appraise and synthesise solutions to create, grow and sustain valuable brands in a range of market contexts. In the design section, the module will examine brand identity from both visual and verbal perspectives, allowing students to understand and assess the role of design in branding and its role in brand strategy and brand management.

Learning outcomes
1. Understand the concept and evolution of branding, to appraise and interpret the key issues faced by brand managers in a dynamic and changing environment
2. Critically evaluate different theories of brand value, with an emphasis on customer-based based equity, and develop the ability to synthesise solutions to create, grow and sustain valuable brands
3. Review and critically assess the key strategies for brand development and brand management in a diverse set of industries and consumer segments
4. Examine the role of design in branding, and appraise the links between brand strategy and design

Syllabus

Indicative content:
• Key principles of branding (e.g., brand positioning, brand identity, consumer knowledge)
• Concept, sources and theories of brand value, including customer-based brand equity
• Brand architecture and brand extensions
• Brand experience, experiential branding and brand coolness
• Brand identity
• The role of design and design principles in branding
• Brand identity change over time

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

The lectures and seminars are supported by both a core textbook and weekly academic articles. The private study hours should be used to read and explore these resources, as well as, some weeks, to prepare for seminar tasks.

Opportunities for Formative Feedback

Students will receive formative feedback each week during the practical exercises performed in the seminars. In the weekly seminars, students discuss practical exercises in groups, have the opportunity to clarify any doubts with the tutor, and present their application of the theory in class, receiving formative feedback orally.

To extend further opportunities for personalised formative feedback in relation to assessment, students will be able to send (via email) their report outline or plan (i.e., brand selection, top line research, answers’ content structure) to the tutor. This opportunity will be offered during weeks 3-6, so that students have enough time to reflect and act upon feedback. The feedback provided by the tutor via email will be concise but key to address any major theoretical oversights and concerns students may have.

In addition, students can use the tutor’s office hours to receive feedback on the work in progress for their report.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Project	3000 word report	100.00
Total percentage (Assessment Coursework)		100.00

Resits will be assessed using the same coursework (individual report), but students will need to select a different brand for analysis. In this way, the method and level of assessment will be the same as during the course, but students will have the opportunity to reflect on their feedback and improve their work accordingly.

Reading list

The reading list is available from the Library website

Last updated: 27/03/2023

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