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Brand Management - MAN00148M

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

This module aims to develop:

  • an understanding of the role of the brand from the perspective of the organisation and society

  • the necessary skills to enable assessment of brand opportunities

  • appropriate responses, to take and implement branding decisions, and measure the effectiveness of these decisions

  • the ability to conduct and present work in a manner befitting a professional brand manager

Module learning outcomes

Academic and graduate skills

  • Apply brand concepts to assess the current position of brands in the global market place.

  • Synthesise current academic writing on branding in the global context using relevant library resources.

  • Develop a brand plan for assessment and formulate marketing recommendations for that brand.

Skills-related learning outcomes

  • Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.

  • Produce logical and structured arguments supported by relevant evidence.

Module content

Subject content

  • Systematic understanding and comprehensive knowledge of brand theories and concepts, such as brand equity, identity, personality and brand architecture.

  • Critical awareness of the external challenges of managing brands in the global environment.

  • Critically assess the role of the brand within an organisation’s overall market position.

Topics to be covered include:

  • Brand Equity

  • Brand Identity and Personality

  • The Brand within the Organisation

  • The Brand Planning Process

  • Managing Brand Portfolios

  • New Product Development

  • Brand Communications

  • Measuring Brand Equity

  • Business to Business branding

  • Retailer issues and branding

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

  • Each student will receive a feedback sheet with detailed comments on his/her assessment, explaining how the student performed in relation to each of the criteria used for assessment

  • At the end of term a self evaluation of the course to be approved by the Board of Examiners and the uploaded on to the VLE

  • Turnaround time is maximum 6 weeks

Indicative reading

The main textbook is:

Keller, D. (2008), Strategic Brand Management – A European Perspective, New Jersey, Prentice Hall.

Other readings:

Aaker, D. (2010), Building Strong Brands, London, Simon & Schuster.

Kapferer, J. J. (2008), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London, Kogan Page.

Some Useful Journals

Academy of Management Review

European Journal of Marketing

Harvard Business review

Industrial Marketing Management

Journal of Advertising Research

Journal of Consumer Research

Journal of Marketing

Journal of Marketing Management

Journal of Marketing Research

Journal of Product and Brand Management

The Journal of Brand Management


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.