Strategic Brand Management BUS5055

  • Academic Session: 2024-25
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No

Short Description

All over the world, organisations are recognising that brands are indeed a key and perhaps the most important strategic asset. In this context, the course Strategic Brand Management addresses the critical need for developing a sound appreciation of issues, concepts, and approaches for developing and managing brands and their equities in a challenging and constantly changing environment.

Timetable

The course will be delivered 18 hours of blended sessions spread over the elective period.

Requirements of Entry

Please refer to the current postgraduate prospectus at http://www.gla.ac.uk/postgraduate/.

Excluded Courses

None

Co-requisites

None

Assessment

 An individual written report of max 3,000 words.

Course Aims

The course aims to develop an understanding of and competence in building and managing brands and brand equity built on the foundation of modern marketing principles.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

1. Critically assess the basic branding concepts (brand purpose, brand meaning, brand identity, brand image, brand reputation, brand stretching, brand equity) and their components.

2. Analyse brands and present their position in the market.

3. Devise to strategic approaches to managing brands in complex and changing environments.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.