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University of Exeter Business School

Strategic Brand Management

Module titleStrategic Brand Management
Module codeMBAM969B
Academic year2023/4
Module staff

Dr Donald Lancaster (Lecturer)

Duration: Term123
Duration: Weeks

4 days

Number students taking module (anticipated)


Module description

Brands today pervade all aspects of life, pretty much for everyone on the planet. We live in a world of consumer-led brands. We are surrounded by them – in the supermarket, at the service station, in our shopping malls, in our homes and on our electronic devices. In fact, brands are some of the most important assets owned by corporations. An understanding of Brand Management is therefore essential for tomorrow's leaders and managers whether or not your career has a marketing focus.  

This module will provide you with the necessary tools to build brands, engage with customers, position brands, refresh or revitalise tired or faded brands and manage brand portfolios critical to ongoing brand performance.  It leads through general principles and then into more depth around brand management practices, the brand at retail, brands in the digital world and brand strategy.

Expect some challenges and have some fun: brands are here to stay!

Module aims - intentions of the module

It is increasingly argued within marketing management circles that companies no longer provide products or services: rather they create, develop and build brands. The aims of this course are: 

  • To introduce students to the principles of brand management; 
  • To consider the role and significance of brands for organisations and consumers;
  • Examine strategies to build, grow and reposition brands.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. Discuss branding theory and how it applies to contemporary society;
  • 2. Explain the unique challenges of brand management;
  • 3. Apply brand strategies in different contexts and evaluate brand performance;
  • 4. Discuss the role of technology and social media in relation to brand and communication;
  • 5. Explain the managerial importance of building successful brands;
  • 6. Analyse and evaluate current branding strategies pursued by firms in different markets and environments;
  • 7. Create appropriate branding strategies for different types of brands;
  • 8. Critically evaluate the social and cultural significance of brands in 21st century consumer culture;
  • 9. Position brands and branding within a responsible leadership framework.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 10. Apply appropriate theoretical principles to analyse and evaluate complex branding problems;
  • 11. Critically evaluate emerging brand practices, models and theories.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 12. Present and defend strategic analyses in multiple forms (written, verbal, digital) based on studied material, desk based and empirical research; Give and receive feedback at all levels, building confidence and developing trust that enables Self and others to take more assertive actions;
  • 13. Work effectively in multi-cultural groups to research, explore and prepare a persuasive and carefully considered argument against an assignment or client brief;
  • 14. Improve personal effectiveness through consciously and diligently developing own communication skills.

Syllabus plan

Typical content that may surface through the unit include:

• Understanding the nature of consumer-brand relationships

• Brands and society

• The symbolic meaning of brands

• Building brand equity

• Managing brands & portfolios for growth

• Repositioning brands

• Brand Authenticity

• Brand Communications and selling

• The brand and shopper marketing

• Selling brands in an omni-channel world

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activities35Lectures & facilitated group discussions
Guided Independent Study115Reading, research, group work, writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
4 x reflective pieces of work 500 words each1, 3, 4, 7-9Verbal critique during class

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual final connecting essay 1001500 words built on 2 of the formative 500-word reflective submissionsAllWritten feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual essay of 1500 words built on 2 of the formative 500-word reflective submissions 100%Individual essay of 2500 words 100%All6 weeks after briefing

Indicative learning resources - Basic reading

There are several texts that you can use to enhance your learning of the unit.  These are largely described in the Unit Library List and available either as hard copy or e-book from the library. The core text is ‘Brand Management: Co Creating Meaningful Brands’ 2nd edition, by Michael Beverland. Do not rely solely on this text, you need to read widely for this unit. Additional readings provided for individual sessions will be available via Moodle.

  • Aaker, D. (2010) Building strong brands, Pocket: London
  • Beverland, M. (2004) Building Brand Authenticity: 7 Habits of Iconic Brands, Palgrave Macmillan (also available electronically in the library)
  • Beverland, M. (2e, 2021) Brand Management: Co-creating meaningful brands, Sage, London (We’re trying to get electronic availability in the library)
  • Keller, K.L., Aperia, R. and Georgson, M. (2008) Strategic brand management: an European perspective, Pearson Education: Harlow
  • Kompella, K (2014) The Definitive Book of Branding, Sage, London
  • Rosenbaum-Elliott, Percy, L. and  Pervan, Simon (2007) Strategic Brand Management, Oxford University Press

Key words search

Brand management, brand strategy, retail, digital

Credit value15
Module ECTS


Module pre-requisites


Module co-requisites


NQF level (module)


Available as distance learning?


Origin date