Brand Management - BUSN9005

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 7 15 (7.5) Desmond Laffey checkmark-circle


The module aims to equip students with advanced knowledge of how brands contribute to achieving and maintaining competitive advantage.
It is based around three areas, brand strategy, managing brands and measuring brand effectiveness.

Indicative topics are:

Key terms in branding
Brand positioning and values
Brand loyalty and brand equity
How to develop brand equity
Managing brand performance
New products and brand extensions
Managing brands over time and brand protection
Brand metrics


Contact hours

Private Study: 128
Contact Hours: 22
Total: 150

Method of assessment

Main assessment methods
VLE Test (Moodle Quiz) (20%)
Individual Report (3000 words) (80%)

Reassessment methods
100% coursework

Indicative reading

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

1 Identify and discriminate between core branding ideas and frameworks including corporate reputation, product and service brands, brand equity, brand loyalty, brand identity, brand personality and brand architecture.
2 Critically analyse how brands fit into marketing and business strategy and the importance of branding for achieving and maintaining competitive advantage.
3 Critically assess brand positioning and values as well as associated issues.
4 Demonstrate a critical awareness of the external challenges of managing brands in the global environment.
5 Demonstrate knowledge and understanding of how to plan and implement strategic brand marketing programmes
6 Develop and critically evaluate measures to monitor brand performance which can be applied in practice.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Select, organise, develop and synthesise complex material
2 Plan, work and study independently
3 Critically formulate a considered outline of a logical case/argument.
4 Undertake research tasks with the minimum of guidance


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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