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.

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

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 An individual written report of max 3,000 words.

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.

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.

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