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Brand Management - MAN00069M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Karolos Papadas
  • Credit value: 10 credits
  • Credit level: M
  • Academic year of delivery: 2022-23
    • See module specification for other years: 2021-22

Module will run

Occurrence Teaching period
A Spring Term 2022-23

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

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.

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.

Other learning outcomes (if applicable)

  • 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.

Assessment

Task Length % of module mark
Essay/coursework
2000 word open assessment		 N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
2000 word open assessment		 N/A 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

  • 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.
  • Lopes, Teresa da Silva (2007), Global Brands, New York, Cambridge University Press.


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring 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 by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.