MK9618 - Modern Brand Management

APPLY NOW BOOK AN OPEN DAY Add to My Courses Register your interest / Course PDF

What will I learn on this module?

This module involves you undertaking an individual investigation into an applied business (or the named degree) problem or issue. Lectures and seminars provided both will include:

• Analysing elements of a Brand: attributes, core values, personality/character
• Brand Identity and Image; Key stakeholders to consider in relation to a brand – staff and customers; Employee/Employer branding
• Brand communities and brand co-creation
• Brand and (& in) the Brain: Semiotics & Neuromarketing aspects of branding
• Positioning and PR, and image/impression management, including re-branding and turnaround situations
• Non-commercial and ethical brands.
• Brand metrics, including especially brand equity and value (some financial aspects included here)
Brand portfolio management (co-brands & sub-brands)

How will I learn on this module?

You will supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures and seminars), and provides details of tutor-directed and independent study/learning.

You will receive a two hour lecture and an hour-long seminar every week for 12 weeks. The lectures will cover a range of key theoretical concepts in Brands and Brand Management.

The assignment will be an analytical case report that will require you to analyse a real-life brand by critically applying appropriate theoretical frameworks you will have learnt from the lectures and seminars. The analytical report you will prepare at the end of this module will require analytical skills, as well as a good ability to discern and synthesise key pieces of information.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP) discussion board.
Independent learning will be based upon your own initiative in further exploring and researching areas of interest including strategic brand management, and brand-related consumer behaviour. Reflective learning and regular discussions with peers, tutors, and industry professionals (where possible) will be an integral part of independent learning.

How will I be supported academically on this module?

The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

This module will be designed and managed by the designated module tutor who will be responsible for guiding you in your engagement and learning on this module. In addition. A dedicated team of academics, including seminar tutors and lecturers will provide academic guidance on a daily basis through formative feedback. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP).

Industry practitioners and experts may also provide input through guest lectures from time to time (depending on availability) to offer a more cutting edge industry perspective.

At programme level, you will be provided a comprehensive University and programme induction and a dedicated Programme Leader will provide guidance and support on a one-to-one basis where necessary.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• A critical appreciation for the digital and global marketplace, the challenges these pose as well as their opportunities. (MLO1)

• A critical understanding of different types of brands, strategic brand management, and particularly how brand-related decisions can be made with by understanding the relevant brand-stakeholders. Based on the critical evaluation of brands, propose appropriate branding strategies that are tailored, evidence-based, viable, and creative. (MLO2)

Intellectual / Professional skills & abilities:
• Develop the attributes of a strategic brand manager with an awareness of the global and digital business environments. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Conduct independent and critical evaluation of various types of brands through the effective application of up-to-date branding theories and frameworks and critical analysis of market research data. (MLO4)

How will I be assessed?

Formative assessment will take place through applied group-based learning activities in workshop-seminar sessions. You will be encouraged to discuss their research ideas through peer review, reflect upon feedback given both by peers and their supervisor; also to provide feedback to others in small group activities and discussions.

Summative assessment will comprise the submission of an analytical business report relating to a chosen brand. The report will have 2 sections:
1. A critical evaluation of the chosen brand (via application of relevant theoretical frameworks) supplemented by a portfolio of evidence consisting of media output (website screen-shots; examples of advertising campaigns in the form of posters, links to videos etc), referenced market research extracts from a range of relevant and credible sources, relevant marketing metrics, and any other relevant secondary research. Weighting 60%.

2. A proposal for an appropriate branding strategy for any one of the following brand-related business scenarios as applicable to the chosen brand: re-branding/re-positioning, new product launch, mergers & acquisitions, turnaround, or crisis management scenarios. Weighting 40%

This assessment will address MLO1, MLO2, MLO3 and MLO4.





Module abstract

You will take part in an assessment exercise which will require them to conduct independent market research. The module content will incorporate relevant and current research by members of the teaching team as well as by leading researchers from industry as well as academia (refer indicative reading list for specific examples). You will also be encouraged to critically evaluate current examples of research articles in seminars and lectures. In addition, you will also be instructed on developing good research skills to identify credible sources of key information, particularly using the Northumbria Online Research Assistance (NORA) portal.

Course info

UCAS Code N550

Credits 20

Level of Study Undergraduate

Mode of Study 4 Years Full Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

Current, Relevant and Inspiring

We continuously review and improve course content in consultation with our students and employers. To make sure we can inform you of any changes to your course register for updates on the course page.

Your Learning Experience find out about our distinctive approach at

Admissions Terms and Conditions -
Fees and Funding -
Admissions Policy -
Admissions Complaints Policy -