Comprehensive Overview of BSB105 Global Brand Management
This module delves into key principles, theories, and practices of brand management, equipping students with essential knowledge and skills for successful brand building. Topics covered include brand equity, positioning, digital branding, and more. Teaching methods involve interactive lectures and group coursework focusing on developing a brand management report. Students engage with current examples and case studies to enhance their understanding and analytical skills essential for a marketing career. Feedback and formative assessments are provided to support learning and skill development.
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BSB105 Global Brand Management
About This Module The module presents the key principles, theories and practices of brand management. The material covered in the module is designed and delivered in order to enable students to build and strengthen their understanding of brand management. The module builds on the foundation provided by the prerequisite marketing modules. The module also aims to develop the knowledge and skills needed for a career in marketing, in particular, the knowledge and skills required of a brand manager.
Range of topics covered The taught material is a range of Brand Management issues. Issues include: Brand equity, brand growth, brand positioning, branding in the digital era, branding for services; country of origin effects; private labels. You will also be given a grounding in the main challenges and opportunities for brand management in 21stcentury.
Teaching and Learning The module is taught as a two hour lecture each week. Lectures draw on academic material, bringing it to life with current examples, and case study material. A range of interactive activities are used in the lectures, including in-class exercises and in- class discussion. Students will be expected to engage with wider reading throughout the module.
Assessment and Feedback This module 100% group coursework. The focus of the coursework is to develop a report is 3,500 words (maximum) brand management report for a brand of your choice. Feedback is given to students in response to assessed work: Generic cohort-wide written feedback on the coursework will appear on module Learn page after results are published. Written feedback on coursework given to individual groups.
Assessment and Feedback cont Groups receive formative feedback through teaching activities: Indicative answers /marking criteria discussed in lectures; Dialogue between students and staff in lectures; Individual support, interaction and advice provided in lectures; Generic advice on coursework provided in lectures.
Wider skills and knowledge development Fundamentally students will enhance their knowledge and understanding of successful brand management strategies. The module further enhances analytical skills, which students will draw on in subsequent years. This includes the ability to identify the characteristics of strong brands and to criticise real world brand management strategies. The module assessment also enhances your ability to work effectively in a team, a key transferrable skill of your programme.
Reading material The core textbooks for the module are: Keller, Kevin, Swaminathan, Vanitha. 2020. Strategic brand management : building, measuring, and managing brand equity. 5th. Pearson. Sharp, B. (2010). How Brands Grow: What Marketers Don't Know. Oxford University Press. This will be supplemented by further journal articles.
Why choose this module? The issue of brand management is a key Marketing topic given the importance that brands and branding have for companies and for nations. This module is a great mix of theory and real-world business practice. The content is something that everyone who has ever had a job in Marketing can relate to, and is fundamental to the successful management of brands. For further information please contact Mr David Peck, the module leader, by email - d.w.peck@lboro.ac.uk
